INTERxVENT Canada brand launch

Posted on Tuesday, September 22nd, 2009 at 3:00 PM by Pramesh Attwala  |  Comments (0)

Challenge

INTERxVENT Canada helps organizations reduce healthcare costs and increase productivity. The company holds an exclusive Canadian license for INTERxVENT, a platform for cost-effective health screening, management and reporting owned in the US by Nationwide Better Health (a division of Nationwide Insurance). Over 14 years, more than 190 corporations, academic institutions and government employers have used INTERxVENT programs to improve the health of over 1.5 million participants—with benefits documented in more than 80 peer-reviewed studies.

INTERxVENT programs were developed and have been used extensively in the US, where corporations absorb more healthcare costs and are thus more likely to invest in health and wellness programs relative to the Canadian market. But with healthcare costs and interest in health-promotion programs on the rise in Canada, INTERxVENT Canada aimed to bring INTERxVENT programs to the Canadian market, including through a direct-to-consumer channel utilizing an online store.

As a start-up, INTERxVENT Canada faced significant marketing and communication challenges, including making an unfamiliar brand known to a Canadian market that isn’t used to paying for healthcare. More significantly, to thrive in this new market, INTERxVENT Canada needed to quickly identify the most effective marketing and communication channels and messages.

Solution

Since INTERxVENT Canada’s inception in mid-2007, our consultants have worked closely with the company to achieve its objectives. From the beginning, we used Google Analytics to track the effectiveness of online and offline marketing initiatives to identify those with the greatest return on investment. This included through the following services:

  • Based on a comprehensive and strategic marketing plan, we implemented marketing and communication across channels including print, broadcast (through a narrowcast health network broadcast to Canadian health clinics), direct mail and Google AdWords search marketing, using unique URLs to track each initiative and determine the most effective communication and sales channels
  • Using Google Analytics, we tracked all website activity, including ecommerce purchases for retail programs purchased by individual participants. Data directed us to the most effective marketing vehicle for driving program participation, which was the sending of direct mail letters from a patient’s physician. Google Analytics and AdWords analysis also revealed a new market for diabetes, whereas INTERxVENT was initially positioned as a solution for cardiovascular disease
  • With our emphasis on measurability and tracking, we also worked with INTERxVENT Canada to devise a proprietary (patent pending) coupon system that allowed us to track the purchase of INTERxVENT programs online and in retail outlets, and thereby determine which retail channels and offers were most effective over a customer lifecycle. Cross-referencing Google Analytics data and coupon redemption data allows us to provide a more comprehensive picture of marketing channel performance

Results

Our extensive engagement and emphasis on measurability allowed INTERxVENT Canada to rapidly launch to the Canadian market and refine its approach based on hard data to achieve some impressive results:

  • By May 2008, INTERxVENT Canada was set to launch its first pilot program in Canada with Gamma-Dynacare Medical Laboratories, Canada’s largest lab services company, signing up 50% of 400 staff
  • INTERxVENT Canada’s early successes have impressed investors and secured funds and interest for launching pilots within three Canadian corporations to over 3,000 employees this year
  • INTERxVENT Canada’s continuously analyzed and optimized direct-mail campaigns have reached a near 25% response rate, with nearly 28% of respondents signing up for an INTERxVENT program at a cost-per-conversion far lower than any other channel tested to date; use and optimization of this channel was driven largely by reporting from Google Analytics
  • Based in part on data from a Google AdWords campaign demonstrating the success of diabetes-targeted ads, INTERxVENT Canada has developed a diabetes module in response to market demand, giving it a significant competitive advantage that might have been missed without analytics to support investment in the module’s creation

We continue to work with INTERxVENT Canada in analyzing, strategizing and implementing effective marketing and communication, and we are now applying findings from the past two years to further improve return on investment for campaigns, create profitable business models, and guide investments of time and money into the activities and channels most likely to yield results.

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