A different way of doing business meant a different way of communicating and connecting with the consumer. ArchWell Health wanted a partner who could evolve their brand to resonate with their members and capture the essence of who they were.
At Bernstein-Rein, we believe retail intelligence comes from consumer insights, a true brand purpose, and half a century of unrivaled experience. We put these beliefs together to accelerate growth. This approach is called Retailigent™ – it's what drives our work every day.
Applying a consumer-centric approach and thinking through the entire decision-making journey, even a healthcare company can think and market like a retailer.
ArchWell Health was seeking a consumer-centric approach to help them stand out in the healthcare industry. They needed an agency to structure brand architecture, develop a brand strategy, and tell their unique story to the world, center-by-center. The healthcare environment is evolving from appointment-based to value-based, and a competitive landscape is emerging, particularly among Seniors. With complexity on educating on the differences (and benefits) of the new type of healthcare, while at the same time introducing a new brand, we needed to create category disruption and position ArchWell Health as a brand that was changing the healthcare experience for Seniors.
We applied learnings from quantitative data mining, in-person interviews with members (patients), key stakeholders and center staff, and identified a key insight that when you truly listen, members (patients) feel heard – but even more so, feel like they truly matter when they step through the doors of ArchWell Health. From this insight, we established the brand idea — You Matter — creating the foundation for our brand platform, outlining key Brand Values, Emotional and Practical Reasons to Believe, and Proof Points. And centralizing an idea positioning ArchWell Health apart from the competition with a declarative belief and expression that caring has the power to change everything for our members and their communities. And that we can radically change how the healthcare industry will better meet the needs for all.
Creatively for AEP, the primary timeframe for Medicare open enrollment, we lean in heavily to “live your best life, better” as a concept. It’s a consumer-facing expression of the “caring changes everything” brand platform that speaks to the tangible benefits of ArchWell Health’s more caring approach to primary care.The campaign features casual interviews with real members sharing how ArchWell Health has helped them overcome health challenges — and get back to the things they enjoy most. Their enthusiasm in the interviews is unmistakable, which makes for a compelling campaign that feels unexpected — and helps ArchWell Health stand out in the healthcare category.
As we have continued to launch the brand, market by market and center by center, we have developed a localized and nuanced solution that not only speaks to the unique considerations of the 60+ audience, but also the locality of the communities in which they live. We talk their talk, understand their dialect and ethnicities, and consider the unique factors impacting their health from their environment and surrounding area.
Our primary goal is to drive leads that will convert to members. We drove 120% year-over-year growth in new lead generation during the critical Annual Enrollment Period (AEP) for Medicare Advantage in the first year of our partnership. Beyond lead acquisition, education of adults aged 60+ is important, and our website has been developed to help them understand how becoming a member will better their healthcare journey. With the relaunch of their website, we generated a 774% growth in new website visitors, resulting in 576,000 new visitors added to their digital universe.
And as lead growth continues, so goes member growth with a 59% increase year-over-year. The most critical result is business growth — with projected expansion in 2025. Growing at an annual pace of 18 centers per year, after 3 years (and 51 centers), they are leaping forward to 100 centers at the end of 2025. Geographically, that doubles their center count and moves them from their original 4 market coverage to 16 markets, with plans to continue their growth as they compete for market share in the value-based healthcare environment and position themselves as a loved brand among the adults aged 60+ that they serve.
