UNITED HEALTHCARE CMO TO SPILL COMPETITIVELY SENSITIVE INFORMATION AT VIRTUAL SEMINAR

A real branding case study? That actually tries to tie branding efforts to accountable financial results? Hmmmmm.... looks like the branding folks at Prophet are doing exactly that. Stepping up to the plate and taking a reality driven look at what works and what doesn't work when it comes to all aspects of the marketing mix. Prophet is teaming up with a client - United HealthCare to deliver a virtual seminar case study via MarketingProfs. Information on participating in the seminar is here:

Link: Virtual Marketing Seminars from MarketingProfs - Evaluating Marketing Mix Tradeoffs: A Case Study of United Healthcare.

Which is more effective in driving revenue growth: introducing new products, adjusting price, adding new sales approaches, and/or investing in marketing communications? This was the question facing United Healthcare (UHC), the #2 national healthcare insurer. In a more consumer-directed healthcare market, UHC wants to build a strong national brand, and believes all elements of the marketing mix are critical to driving new membership and retaining existing members. A series of acquisitions and new leadership provided the opportunity to identify how UHC should utilize marketing to drive membership growth.

In this fascinating case study, you'll hear how marketing strategists from Prophet helped United Healthcare achieve its goals. First, Prophet worked closely with UHC to assess the effectiveness of past marketing communications efforts using structural equation modeling -- looking for a link between spending on brand building, brand awareness, and member enrollment. Second, they used a test-and-control approach to assess the impact on membership of all elements of the marketing mix.

Along with a senior partner from Prophet, the CMO of United Healthcare will share her experience implementing these strategies (and the results) in this virtual seminar.

You will learn:

    * Methods for conducting historical analysis to assess advertising effectiveness
    * Ways to create test-and-learn experiments for all elements of the marketing mix
    * How brand building plays a role throughout all marketing processes
    * Reliable approaches for ongoing measurement.

So, as a frequent critic of all things branding I laud the Prophet folks for taking the pragmatic approach...  BUT - WHY IS UNITED HEALTHCARE SHARING THIS INFORMATION? Why are they telling their competitors what works and what doesn't work? Why is the CMO of United Healthcare sharing her experience implementing these strategies (and the results) in this virtual seminar? If the strategies are truly effective and increase United Healthcares membership why is she broadcasting these strategies to her competitors? Is this a case of another celebrity CMO feathering her nest at the expense of her company?

That little rant aside, I think the seminar which costs $99 will be worth the time.

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Comments

[Tina Dole]

Thanks for the interesting article! I am looking for information on oregon medicare advantage plans and was wondering if there was anything you could tell me about it.