Challenge

Alere (NASDAQ: IMA) is a leader in health management for corporate employers and health plans. The company faced multiple marketing challenges including, 1) rebranding the entire company to “Alere” after merging with two other companies, 2) introducing “health management” as a cost-saving way to supplement traditional clinical care, and 3) building acceptance of Alere’s high-risk maternity management programs to tradition-minded OBGyns.

STRATEGY

Alere’s legacy maternity programs were a major source of revenue and the focus of much of the company’s marketing efforts. Messaging focused on clinical results to counter skepticism from doctors. On-going direct mail campaigns kept these messages in front of doctors and staff. A variety of marketing tools – from videos to e-newsletters – kept the Alere message in front of multiple audiences: employers, health plans, doctors, Alere associates and more.

Results

The Women’s & Children’s Health division faced steadily declining business prior to the initial campaign. First year results from the direct mail efforts delivered a dramatic turnaround in their census population. Over a three year period, Design Coup received five Communicator Awards and one MarCom Gold Award for its work.

SOLUTION PORTFOLIO

Website

Alere provides health management services to employers and health plans. This site merges content from three acquired companies, multiple divisions, a broad product line, plus in-depth clinical information. Design Coup quickly implemented the company’s brand standards into this all new website in order to meet the merger roll-out deadline.

e-Marketing

Alere uses e-marketing extensively. This e-newsletter is designed to keep health management issues top of mind for Alere’s clients and prospects.

 

Corporate Collateral

Alere offers a broad selection of products and services across three divisions. These product folders and sales sheets introduce the company’s maternity programs to physicians and payers.

Direct Mail: Preterm Labor

Design Coup scored a major turnaround for Alere’s maternity management services through an aggressive direct mail campaign. This fold-out piece tells a personal patient story of a successful pregnancy with Alere.

Direct Mail: "Local Experience"

Alere was facing competitive pressure from smaller nursing agencies that badmouthed Alere as an out-of-town player. This direct mail series used photography and resumés to highlight the local talent and local experience that Alere’s nurses brought to the community.

Direct Mail: Holiday Mailer

This award-winning die-cut mailer uses a child “counting down the hours” on Christmas eve with double meaning. It’s quoting a real life mother “counting the hours” of pregnancy prolongation her infant received with Alere.

Video Magazine

Design Coup produced an ongoing series of videos covering Health Management issues for Alere. This video excerpt discusses how MGM Mirage used Alere to reduce costs and improve health for its employee population.

Sales Meetings

Alere’s annual Team Meeting sets the stage for the coming year. Design Coup created multiple presentations each year to build energy and excitement. This crowd-pleasing video used a hip-hop style to accentuate medical issues the sales team was facing.