Health industry businesses don’t come much bigger than this Brandworkz healthcare insurance company client, with its 40,000 employees and nearly 40 million customers. Even so, the company recognised that it needed to refresh its image in the marketplace after a change in regulation in the US Healthcare industry.
A Major US Healthcare Insurance Brand
Insurance for your brand
The healthcare insurance company engaged a global branding agency alongside Brandworkz, to develop and manage this vital brand evolution. The first phase of the task resulted in a refocused strategy and brand promise that was all about helping people make the choices they need for a healthy life, complete with vibrant new logo and identity. This was revolutionary at the time, in an industry better known for businesses built on price, product and customer inertia.
When it came to the roll-out phase for the new branding, it was clear that a dedicated software platform would be essential, given the sheer number of employees, disparate offices and communications channels.
Life saving brand intervention
It was equally clear that he company’s existing intranet system wasn’t going to be up to the job as an implementation and ongoing brand management tool. The system interface, through which content and brand materials were accessed, was unhelpful to say the least; there was no search facility and uploading new content was desperately slow and costly.
What was needed here was a platform to engage internal teams, promote the exciting new brand promise, share marketing content and to build a strong, consistent brand across multiple countries and operating units.
How things have changed! The Brandworkz brand management site for this healthcare insurance company now puts the vital brand promise, its values and vision right at the heart of the process, educating users and aligning them behind the brand.
The site was configured for their specific business set-up, from the on-brand look and feel and site structure to the content tagging facility that enables users to find the right images and documents quickly via the search feature.
The principal users are external agencies, marketing teams and the internal writers who have their own micro site within the brand platform to maintain brand standards. Logos, images and artwork are now at their fingertips, along with recent advertising campaigns and examples of best-in-class marketing materials, supported by PowerPoint, MSWord and InDesign templates. Meanwhile, the Content Management System keeps guidelines constantly up to date.
Crucially in an industry as highly regulated as healthcare, the brand site is integrated with a separate compliance workflow system. This ensures that the appropriate people can approve marketing content before it goes live.
The results are in
The business has seen vastly increased sharing of marketing content – 20,000 people, or half the workforce, have registered themselves as users and they are downloading more than 5,500 marketing and brand assets from the brand management system per month. This has boosted the marketing output by encouraging re-use of the best materials. Consistency has increased and brand management is at a level never before seen in the organisation.
But perhaps most gratifyingly of all for the company is that the whole workforce has been inspired to build a company with a strong, clear and high-value brand.
The business has seen vastly increased sharing of marketing content – 20,000 people, or half the workforce, have registered themselves as users and they are downloading more than 5,500 marketing and brand assets from the brand management system per month.