Optimizing a Health Insurance Partnership

Challenge

Exploring what SMB Group Admins want and need in their health insurance, and how our client can bring that to the table, to inform positioning territories for a new partnership that clearly articulate the brand’s role and value in a way that will drive growth.

Ahead of a new partnership with an SMB-specific health insurance provider, our client needed to understand how small businesses use health insurance, how the new partnership could work, and what value each party brings to drive brand and messaging strategies

Approach

While a new partnership is always exciting, the client needed to ensure it got things right, so we started by talking to SMB Group Admin Prospects in groups to deeply understand their needs and desires for health insurance. Using these foundational insights, we worked collaboratively with the client to refine a set of positioning territories for their upcoming partnership.

To put the cherry on the cake, we then tested these positioning territories in live text-based virtual discussions with SMB Group Admin Prospects to gather their perceptions around the new partnership, and to further optimize the positioning territories and potential naming conventions.

Outcome

Our insights provided the client with a solid foundation for their new partnership. We grounded them in how SMBs actually want to use health insurance and helped visualize what the partnership could look like. We illuminated where the partnership could differentiate itself against other offerings through its positioning and messaging, and helped them find a name that highlighted the strengths of both partners while driving interest among SMBs