Health Alliance Plan's New Branding Initiative Reinforces Distinction and Helps Members Find "Peace"
New campaign, based on innovative research, marks first phase of HAP's consumer-driven marketing in preparation for health care reform
DETROIT – February 27, 2012 – Health care reform ushers in an era where consumers will be more engaged in their health care coverage decisions than ever before. An estimated one million Michigan residents will be seeking their own health insurance in 2014. As a result, health insurers must adapt to a dramatically changing marketplace.
Health Alliance Plan (HAP) is launching a new branding initiative in anticipation of the changes health plans will face in providing and marketing their products and services under health care reform.
According to Donna S. Reid, HAP's Vice President, Marketing & Communications Strategy, HAP launched a branding initiative on Sunday, February 26 that plays on HAP's perceived strength as a nonprofit health plan company known for compassion, personalized attention and customer relationships reinforced by innovative Metaphor Study® research.
The initiative kicked off publicly with a bold, new television spot immediately before, during and after the 84th Academy Awards®, broadcast in southeast Michigan on WXYZ-TV7. Advertising on Detroit-area billboards, radio stations, newspapers and websites will follow today.
"We want to reinforce that HAP cares deeply about helping our members achieve a sense of peace and comfort with health insurance decisions best suited for them and their families," said Reid. "It makes sense for HAP, with a reputation for exceptional customer service, to lead with this type of initiative."
The new HAP television spot ends with this narrative: "And we may wonder: Am I doing the best for myself and my family? Am I keeping them safe? Ask us a question. We'll figure things out together. Welcome to Peace. Welcome to HAP."
HAP is the first health plan in Michigan to use innovative market research to pinpoint customers' emotional connection. The advertising campaign was created by The TMV Group with the Metaphor Study® research conducted by D.P. Bostwick & Associates, led by Dave Bostwick, former Director of Consumer Market Research for the Chrysler Corporation. Both companies are based in Birmingham, Mich.
"The objective of Metaphor Study® market research is to gain an in-depth understanding of the underlying idea behind a commercial concept," Bostwick said. "Metaphor Study® market research enables a company like HAP to refine and reinforce the emotional connection with its target audiences. The strength of HAP's existing brand, as the health insurance company best known for its compassion, personalized attention and customer relationships, really stood out loud and clear in the HAP Metaphor Study®."
The Bostwick agency obtained input from more than 300 individuals from southeast Michigan in 12 separate focus groups held in December 2011.
HAP's Reid said, "The Metaphor Study® reinforced the existing strength of the HAP brand, which has us positioned perfectly for the health care reforms to come. Great brands get out in front of others and we already have momentum since HAP is known less as a claims payer and more of a consumer-friendly, caring, compassionate health-solution company that takes a very personalized approach to making the lives of our members easier and more fulfilling."
"This goes beyond simply an advertising campaign," said Reid. "The brand initiative will have many touch points in everything we do, and it will be reinforced throughout 2012 and beyond."