Consumers are smart. And inured to marketing claims. Advertising, the home of the marketing claim, has become that guy at the party who talks about himself in glowing terms in order to get the girl. Full of himself, boastful and proud. But consumers have seen so many of these f shallow claims they shut them off. That’s why good brand planning uses proof as its foundation. Proof is what people remember.
I have a past client in the healthcare space who has decided to move into the health insurance business. He begins as the rest of the industry is consolidating or retreating. A number of insurers today are pulling out of insurance exchanges fueling the Affordable Care Act. So, the big guys are complaining they’re not making money and one little guy is starting anew. I like it.
The CEO is a physician, so I know he’ll take the physicians view of the business. This could very easily be a premium price play, but rather doubt it. The CEO is knows for efficiency, technology and driving cost out of the business (while improving outcomes). So I’m eager to see what he has up his sleeve. I’m eager to see the proof.
There is a health system insurance program called CareConnect in the NY market with a 10-15% price advantage. Proof or reason to believe that advantage comes from its parent Northwell Health. He will have a tough row to hoe but I’m betting on him. As a physician, he understands proof.
You have to get the claim right but you have to get the proofs righter.