Milliman CareGuidelines
Repositioning an industry standard as the preferred choice in healthcare
Over 500 healthcare institutions use the Care Guidelines as a healthcare treatment and management tool for managing patient care, administration, and work flow; however recently the Guidelines had lost their differentiation in an increasingly crowded market. The industry that Milliman Care Guidelines pioneered had become a fiercely competitive market, increasingly driven by price and time considerations rather than quality or effectiveness of the care.
The Vision
Create new positioning that allows Milliman Care Guidelines to highlight their industry experience and capability while reinforcing their products as the most advanced, comprehensive resource for healthcare information.
The Challenge
Research showed that customers did not fully understand the Care Guideline’s technical scope, quality of content and historical accuracy for providing the most optimal care management. In addition, the main competition to Care Guidelines had developed a solution that was easier but provided less control or options for patient care. Essentially the competitive product was becoming widely accepted but inferior in technical or care excellence.
Shifting the brand to a more customer-centric position.
New key brand attributes.
The Approach
Working with the Care Guidelines management team a new position that aligned their internal and external communications with the long-term business goals. The philosophy of “Professional Grade” was the underpinning of a series of operational initiatives that would drive the brand from both a business and marketing standpoint.
Re-positioned as a hard-working, high performing brand.
New brand look and feel.
The Result
Professional Grade is about performance. The new position successfully reinforces and links these attributes to the Care Guidelines product line. Additionally, targeted communication pieces allowed for this message to be conveyed to a variety of audiences that each demanded professional grade in their work environments.
The brand as applied across the customer journey.
The Postscript
Through in-depth competitive research Milliman Care Guidelines was effectively re-positioned to respond to new competitive pressures. The resulting materials clearly distinguish their products as the preferred product of choice for the healthcare market.