Grow Business with a Strategic Communications Plan
Based in Houston, Texas, HealthHelp pioneered a collaborative approach to radiology benefit management based on physician consultation. Since 1997, FrogDog has provided HealthHelp with full-service corporate communications services including branding, public relations, investor relations, employee relations, and sales support.
The Challenge
- As is often the case with fast-growing, venture-capital-backed companies, immediate needs and urgent opportunities often drove HealthHelp’s marketing and communication tactics.
- After a substantial new investment from a venture capital firm, HealthHelp set ambitious new business goals. It also now had the time and resources to undertake a comprehensive strategic communications planning process.
- HealthHelp’s founders and executives came from backgrounds in radiology and diagnostic imaging management. They are comfortable with and well-respected by radiologists, but payer executives generally make purchase decisions for radiology benefit management services.
- Business goals for the year included winning a new account from a regional division of one of the four largest health care payers—Blue Cross Blue Shield, UnitedHealthcare, CIGNA, or Aetna—and increasing market share by winning additional competitive contracts.
- Also, as FrogDog was developing the strategic communications plan, HealthHelp prepared to launch new radiation oncology management capabilities to augment its well-established diagnostic imaging services.
FrogDog Solution
- FrogDog’s strategic planning process began with an analysis of HealthHelp’s existing messaging and in-depth research of its market, audiences, and competitors.
- With an even deeper understanding of HealthHelp’s marketplace, FrogDog developed a strategic communication plan aimed at refocusing marketing efforts more clearly on payers.
- New messaging emphasized reducing costs and improving quality by enhancing physician knowledge, which changes long-term radiology use patterns.
- The strategic plan called for a customized mix of direct mail, media relations, advertising, and Web tactics. Tradeshow emphasis was shifted to events that more closely target payers, and FrogDog developed an electronic newsletter for HealthHelp.
- In conjunction with development of the strategic marketing plan, FrogDog finalized revisions to HealthHelp’s brand manual to help standardize visual representations of the company and its services.
- Even before FrogDog finalized the strategic marketing plan, it incorporated revised messaging into the launch of HealthHelp’s radiation oncology services and into materials used at a couple of key tradeshows, including a Blue Cross Blue Shield conference.
The Results
- Early results are encouraging, even as implementation of the strategic plan continues.
- The first quarter after FrogDog implemented the new strategy, HealthHelp received ten requests for proposals (RFPs) from payers, including three Blue Cross Blue Shield plans. This compares to a total of six RFPs received over the previous twelve months.
- As a result of its RFP responses, which FrogDog helped draft and edit, HealthHelp had been awarded two new contracts four months after strategy implementation, was at that time a finalist for at least two others, and was making presentations to Blue Cross Blue Shield and CIGNA plans.
- Integration of new strategic messaging and search engine optimization features moved HealthHelp’s Web site to or near the top of Internet search rankings for key phrases.
- These efforts have clearly put HealthHelp on more health plans’ radar screens and leave it well positioned to achieve its business goals.
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Press Release
FrogDog incorporated strategic messaging into this press release, which generated interest in HealthHelp’s new radiation oncology management capabilities.
E-News
FrogDog developed a quarterly e-newsletter targeting HealthHelp’s existing and potential clients: health care payers.
AHIP Article
This article, prepared for the America’s Health Insurance Plans conference, marked the first use of the new strategic messaging that FrogDog developed for HealthHelp.
Brochure
FrogDog developed this payer-focused brochure, which incorporates messaging and brand standards honed during its strategic communications planning process for HealthHelp.
E-Mail Blast
FrogDog's strategic marketing plan boosted new business leads and opportunities for HealthHelp, an innovative radiology benefit management company.
Sales Sheet
This sales sheet is one of several FrogDog developed for HealthHelp to incorporate new strategic messaging and brand standards.
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