Like an understudy abruptly thrust into the spotlight on opening night, Healthways – the national leader in wellness and disease management – one day needed to appear as a competitive brand in Minnesota after its local health plan partner developed similar offerings and ended the joint venture. Forced into an unexpected situation, Healthways seized the opportunity to become an independent player, determined to stay healthy by retaining existing and finding new clients.
With an innovative research partnership with Gallup as a key component, RMPR helped Healthways build a competitive brand presence in record time using a mix of new and tried-and-true strategies that captured the attention of benefits decision makers at top Minnesota companies – an audience that was being pulled in many different directions.
Healthways secured a strong foothold in Minnesota, exceeding its goal of retaining major accounts over its health plan competition and generating new sales leads. A single market for the Nashville, Tenn.-based company, the Minnesota campaign also served as a positive example for Healthways’ other markets across the U.S.