Customizable communication system helps reach recruiting goals

With more than 50 million members and counting, EyeMed is the fastest-growing vision care plan in the country. While their network of providers was also growing steadily, it wasn't growing quickly enough. EyeMed needed a recruiting system that could be easily and quickly adapted for recruiters in each market.

Challenge

Recruiting is not an easy task for complex healthcare and insurance industries with extensive guidelines and requirements that vary by state. Providers met previous marketing efforts with resistance because of misconceptions about EyeMed, so dispelling those misconceptions was critical to breaking down barriers and opening doors to an expanded network.

Services:

Messaging & tagline development Content development Print & digital design Custom HTML development Video art direction Motion graphic design & execution

With more than 50 million members and counting, EyeMed is the fastest-growing vision care plan in the country. While their network of providers was also growing steadily, it wasn't growing quickly enough. EyeMed needed a recruiting system that could be easily and quickly adapted for recruiters in each market.

Services:

Messaging & tagline development Content development Print & digital design Custom HTML development Video art direction Motion graphic design & execution

Challenge

Recruiting is not an easy task for complex healthcare and insurance industries with extensive guidelines and requirements that vary by state. Providers met previous marketing efforts with resistance because of misconceptions about EyeMed, so dispelling those misconceptions was critical to breaking down barriers and opening doors to an expanded network.

Postcard and crop of an email from provider recruiting campaign featuring brand elements such as authentic photography, bold colors and clean minimalist typography.
Postcard and crop of an email from the Humana Military provider recruiting campaign featuring brand elements such as authentic photography, bold colors, friendly icons and clean minimalist typography.
Postcard and crop of an email from a provider recruiting campaign featuring brand elements such as authentic photography, bold colors, friendly icons and clean minimalist typography.

Strategy

We created an adaptable content and design template system for recruiting that could be customized for each market more efficiently. Content focused on the many benefits of doing business with EyeMed and was supported by industry statistics, aspirational lifestyle photography, effective headlines and strong call to actions.

We emphasized the benefits of working with EyeMed and highlighted their bright, engaging photography that reflected each market. To support the initiative, we also created a compelling video to promote and highlight why working with EyeMed is different. The video was used as a tool for recruiters to help dispel misconceptions, while outlining and emphasizing the benefits for their providers.

Results

Provider campaigns were rolled out in markets across the country, sparking contract rates as high as 80%. EyeMed received an increased demand from partners to create more provider campaigns following the successful launch. EyeMed continues to grow on all fronts.

 

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