TRANSFORMING PURE B2B BUSINESS AND BRAND to Integrate B2C
A healthcare and insurance firm, long focused on B2B, faced disruption as the U.S. health insurance landscape began demanding direct relationships with consumers. Lacking a B2C brand, nor the culture, skills, organization and systems for a B2C business, the Company needed a new brand and product strategy targeted at consumers and providers — not just employers and institutions.
Ogilvy Consulting devised a new, integrated B2B/B2C brand architecture to organize our Client business for Providers and Payers, as well as a new consumer exchange brand created for Patients. This work was the basis for an entirely new business model and marketing platform.
The overall portfolio strategy, and nomenclature system, was based on extensive quantitative consumer research. It also included a comprehensive governance system for all Brand and Marketing activities.
Additionally, we supported our Client in initiatives ranging from the creation of a new private consumer health exchange, to naming new consumer insurance products (the Leap range) to the invention of a new brand architecture for Provider partnerships, and a new consumer brand identity.