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PROGRAM
Regatta was tasked by Oxford Health Plans to find a way to revamp its loyalty program in order to make it more relevant to its 1.5 million members. In addition, the company wanted to increase its overall brand loyalty and appreciation among Oxford members, enhance its brand perception among healthcare brokers and consultants, and to increase overall member health (thus decreasing claims) with limited incremental funding. Regatta recommended revamping its “Healthy Bonus” program built around better living via both traditional and non-traditional health related partnerships. We created more meaningful offers to help Oxford members achieve their best state of health with partners ranging from Omni Fitness and Stott Pilates to Brookstone and SpaFinder. Regatta redesigned “Healthy Bonus” spread in Oxford’s four color member publication “Healthy Mind, Healthy Body” which has a circulation of over 750,000. Additional marketing vehicles were used including online, POP in the partner’s retail space, targeted database promotional mailings, print (NY Times, etc.) and a public relations campaign. Value-add was provided by partners so program had $0 incremental cost to Oxford.
RESULTS
Focus group research found an increase in loyalty, positive feelings toward brand and the program was considered more effective than what competitors offered. The marketing provided 2 million+ promotional “touches” to members and area consultants and the overall program attracted over double the number of partners based on success of initial launch. |
