What Is Brand + Demand Strategy And Why Is It Important For Health Plans

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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