Positioning / Messaging
Marketing Strategy / Plan
Media Strategy / Plan
Sendero Health Plans, Inc. (“Sendero”) was formed in 2011 as a new, non-profit organization in Central Texas to improve access to care for those covered by publicly-funded health insurance programs. Sendero was granted an HMO Certificate of Authority from the Texas Department of Insurance (TDI). In mid-2011, Sendero submitted a proposal to the Texas Health and Human Services Commission (HHSC) to contract for the management of the STAR and CHIP programs in the 8-county Travis Service Delivery Area (Burnet, Bastrop, Travis, Fayette, Hays, Williamson, Lee, and Caldwell). That contract was granted by HHSC in September 2011, and Sendero was authorized to begin services on March 1, 2012.
Increase in brand awareness.
“Vera and her team became an extension of our marketing team. Their acute understanding of our business goals, in this politically charged landscape of launching a new HMO with citizen tax dollars, resulted in campaigns that hit our numbers for open enrollment. Simply, the work that 97 Degrees West created…worked.”
The HMO had not gotten their Texas Insurance license. The deadline for approval was looming as well as the open enrollment period. The messaging work had not begun and the marketing assets needed several weeks for CHIP, STAR and medicaid approvals. We started with a logo and a color palette. Our team parked themselves at the client site for one:one interviews with key stakeholders in the organization and in the Hispanic community as well as workshops with the CEO. On a parallel path, the media strategy and marketing strategy were being developed. The strategic work approved, we quickly moved on to the creative campaign and marketing assets. The Texas Insurance license was granted eight weeks before open enrollment. We were ready. The remaining state approvals were granted and we launched without a minute to spare.
There were several audiences to serve within our messaging. Potential members, providers and the parent organization, Central Health. Keeping in mind that the tax dollars of the counties were contributing to the budget of the launch.
Reaching a population that is extremely distrusting of government organizations was the first challenge we had to overcome in our strategic planning. Influencer marketing and targeting unconventional outlets for messaging was critical to the success of the campaign.
We were to work within the existing brand guidelines that consisted of only a logo and color palette. The creative had to speak to the lower economic areas of the counties served and translate to Spanish. Our Creative Director brought previous HMO experience to the table and as a result, delivered a concept that broke through the competitive landscape.
|Vera K. Fisher
CEO and President
97 Degrees West.