Marketing Plans and Campaigns

Gonder Public Relations can develop marketing plans and campaigns that drive sales of services and products or to promote a cause. 

Case Study:  Marketing City Care for Denver Health

Goal: Increase enrollment in the CityCare health plan by city employees choosing from three competing health plans.

Challenge: To attract City of Denver employees to choose Denver Health doctors and Denver General Hospital, addressing any concerns they might have about waiting times, since the public hospital and clinics also serve the city’s poor.

Research: Secondary research found that people choose health care providers based on recommendations from others. Primary research uncovered positives and negatives from current CityCare employees.

Strategy: Develop a high quality, four-color brochure mailed to the homes of 10,000 City of Denver employees (since health insurance is chosen by family members, not just the employee.)

• Use quotes from satisfied CityCare members as third-party endorsement for the health plan.
• Position Denver Health as one-stop, comprehensive care, compared to the competitors who had separate    locations for doctor appointments, lab, x-ray, and other services.
• Developed a presentation taken to every department during open enrollment
• Hosted a breakfast for the clerks in each department who enroll new employees in health insurance to educate them to the advantages of CityCare and enlist their support.

Results: Enrollment in CityCare increased 96 percent through the campaign.