A couple of years ago I wrote a brand strategy for an accountable care organization. An ACO is a physician group, the rules for which are shaped by the Affordable Care Act. It was an exciting project and one I felt was quite political in nature. The brand strategy captured and celebrated the best of the Affordable Care Act – turning the systems from curative (treating sick patients) to preventative (prior to sick) a la well-baby.
Disclosure: The ACA built financial incentives into the system so that docs are paid to keep us well – sharing with the insurance companies the savings accrued thanks to wellness.
The Claim for the brand strategy was “Intensive Primary Care.” By telling targets (patients, physicians and payers) the primary care physicians or general practitioners (GP), as some know them, are going to treat patients more preemptively and exhaustively, rather than turning them over to specialists when really sick, it changes the calculus of medicine.
Managing healthy people is less costly than treating sick people.
This brand claim was a first to market claim. It sold the accountable care organization category. Being first to market is a leadership position. And leaders educate, someone smart once told me.