Taking Advantage of a Competitor’s Misstep

A leading provider of collaboration and connectivity solutions to healthcare payers and providers. When a competitor launched a new core administration system that forced its customers to upgrade, some of those customers started reviewing alternatives — including our client's.

A competitor's forced upgrade had their customers shopping — a window that wouldn't stay open long.

We launched an integrated awareness campaign aimed at VP and C-suite decision makers at health plans facing the core-system upgrade, exposing them to our client's superior technology and services. Tactics were chosen to guarantee message delivery: infographic, dimensional mail, direct mail brochure, email and landing page.

Within 90 days, five of the competitor's customers set meetings to learn more.