Health Plan of Nevada
Six Ways We've Changed the Health Care Industry. Discover how VIRGEN created innovative marketing campaigns for Health Plan of Nevada.
If you read no further than this, at least you’ll know how we have used our 20+ years of experience with the health care industry to provide solutions to a multitude of challenges while engaging and informing each target audience.
1. Brand Awareness and Perception of a Health Plan
Flipping brand perception is never an easy task, especially when it comes to one that had been in the marketplace for more than three decades. Our solution was to create a fresh and innovative campaign that put the health plan into the lifestyle of our consumers.
5. Medicaid Expansion
ACA’s expansion of the Medicaid audience put renewed focus on reaching this underserved population. Through innovative marketing and street-level outreach, our insurance partner became the top provider in the state.
3. Health Education and Wellness Initiative
After common health education and wellness issues clogged phone lines for one health plan, our solution was to create a series of inexpensive explainer videos that were easily accessible to plan members. Topics including diabetic care, proper nutrition and newborn care helped lessen the load on phone lines, saving the company money and improving the customer experience.
2. ER Versus Urgent Care
When unnecessary trips to the emergency room mean denied claims and excessive costs to health insurance plans, everyone loses. Our solution was to institute an urgent care educational campaign in the tone of a PSA to emphasize the time and money-saving benefits of utilizing urgent care when appropriate.
4. Health Care Delivery
VIRGEN worked with a small health care delivery system known for treating colds and allergies and elevated their brand to be known as one of the top medical providers in the state in tandem with their internal growth and expansion strategies.
6. Medicare Advantage Plan
Medicare Advantage plan marketing takes experience. We applied a localized approach with grassroots techniques and broad media reach to help one plan partner increase membership from 10,000 to more than 50,000 members.
Brand Awareness + Perception
Challenge:
Health Plan of Nevada (HPN) wanted to be known as more than an insurance company. They wanted to be the community’s partner on the ever-evolving journey toward good health and happiness as well as establish themselves as an authority in the marketplace.
Solution:
Together, VIRGEN and HPN created Taking On Healthy, a campaign to engage, educate and entertain Nevadans while inspiring everyone to make changes for better health.
Tactics + Approach
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Multichannel media and communication strategy
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Blog
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Social channel engagement
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Community management and activation
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Content newsroom
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Monthly editorial and production plan
Senior Marketing
Medicare Advantage
There are vast differences between an age-in and a person who is 80+ years old. We needed to use our experience with marketing to seniors to address the nuances that occur within the Medicare demo while working within and adhering to highly regulated Centers for Medicare & Medicaid Services (CMS) guidelines.
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Market research and planning
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Media planning, buying and analysis
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Creative executions
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Public relations
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Grassroots efforts
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Event marketing
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Preventive health, immunizations, falls and critical health messages
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Special initiatives and projects
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Campaigns designed to raise plan ratings during specific survey periods for the Consumer Assessment of Healthcare Providers and Systems (CAHPS®)
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Specialized outreach to small unaudited geographies where information and resources are scarce
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Email marketing delivering custom content tailored to senior needs
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Introduction and implementation strategies for dedicated senior lifestyle centers
Creative Approach
“Faces of Nevada” Medicare Advantage Calendar
For 14 years, VIRGEN created an annual senior-focused calendar featuring actual senior Medicare Advantage members. This direct marketing piece turned into a labor of love that provided keen insights into the demographic while making brand ambassadors out of chosen members.
The Result:
TakingOnHealthy.com became a source of information and inspiration to help HPN members and the community improve their lives on a physical, mental and emotional level. Efforts resulted in:
Increased Website Traffic
Increased Community Engagement
Increased Digital Message Click Rate
Increased social media presence and max impressions reached
Surpassed competitor engagement