United Healthcare/Oxford Health
CUSTOMER LOYALTY/PARTNERSHIP MARKETING
Oxford engaged Regatta to enhance its customer loyalty program and make it more attractive to its 1.5 million members. The primary goals were to raise the visibility of the brand among healthcare brokers and consultants and improve overall membership health (thus decreasing claims).
Regatta revamped the “Healthy Bonus’ rewards program by sourcing new exciting lifestyle and health/wellness partners and categories, which included brands such as Brookstone, SpaFinder, Omni Fitness, and Stott Pilates. All of the partners provided full offer values to the program. As part of the program’s re-launch, Regatta redesigned the “Healthy Bonus” editorial in Oxford's member magazine and for its website and crafted visuals and copy for its retail POP, mailings, print and PR campaigns.
The program generated more the than 2 million+ member/broker
promotional “touches.” The number of partners doubled based on the success of the launch and the client cited significant expense decreases with the cost-effective partner-provided offers the agency negotiated. In addition, Oxford conducted research within its customer base and found that the program generated increased loyalty among its customers and more positive feelings about the brand. The research concluded that the "Healthy Bonus" program was seen as more effective than competitors.
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