posted by BVK
on June 1, 2021
Health plan marketers have always been tasked with growing membership. In today’s volatile world, that has become a very tall order. Being a sales-driven category with marketing often taking a back seat, the focus has inevitably been on features and benefits that are often indistinguishable from the next plan (and a far cry from those offered by national plans).
The formula for success involves some simple math. At BVK, we call it brand+demand. It is a proven strategy for telling a compelling story of business growth for health plans. Coupling values-based brand building rooted in trust with lead generation and customer experience best practices produces the potential for short-term sales as well as long-term growth and differentiation.
Here is why initiating brand building and demand generation efforts in tandem produce long-term member growth. They work over different time frames but toward the same end – driving sales.
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