A leading provider of collaboration and connectivity solutions to healthcare payers and providers. When a competitor launched a new core administration system that forced its customers to upgrade, some of those customers started reviewing alternatives — including our client's.
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Pipeline · Healthcare
Taking Advantage of a Competitor’s Misstep
A leading provider of collaboration and connectivity solutions to healthcare payers and providers. When a competitor launched a new core administration system that forced its customers to upgrade, some of those customers started reviewing alternatives — including our client's.
The story
One narrative from constraint to consequence.
A competitor's forced upgrade had their customers shopping — a window that wouldn't stay open long.
We launched an integrated awareness campaign aimed at VP and C-suite decision makers at health plans facing the core-system upgrade, exposing them to our client's superior technology and services. Tactics were chosen to guarantee message delivery: infographic, dimensional mail, direct mail brochure, email and landing page.
Within 90 days, five of the competitor's customers set meetings to learn more.
Within 90 days, five of the competitor's customers set meetings to learn more.