Implantable Provider Group
a design coup case study
Challenge
Implantable Provider Group (IPG) helps health plans and providers manage utilization of medical devices. IPG faced a considerable challenge launching its business in a market dominated by a major, existing competitor.
STRATEGY
IPG’s competitive strategy was to offer health plans and providers a better solution – raising the bar on professionalism and customer service. Design Coup developed a multifaceted marketing program that accentuated quality, customer service and ease of use.
Results
IPG’s marketing campaign delivered rapid company growth (more than doubling in size) and quickly pushed IPG to number six in healthcare on the INC 500 list of fastest-growing companies. The company also branched into an entirely new market for its industry (health plans) where it currently leads the sector. Design Coup was awarded a Hermes Honorable Mention for IPG’s Implementation Welcome Kit.
SOLUTION PORTFOLIO
Website
A new IPG website invited customers to become partners with IPG. The hand-in-hand image was parlayed to other materials and became an iconic graphic for IPG’s partnership approach. The website includes downloadable support materials for its customers.
Welcome Kit
Ease of implementation is a concern for busy health care providers. Design Coup developed a travel-themed Welcome Kit to streamline the “boarding” process for IPG’s service. The Welcome Kit received a HERMES Creative Award – Honorable Mention.
Direct Mail
“Take 4 minutes to learn about a new level of service and support.” This direct mail campaign offers a Starbucks incentive for recipients who watch a Flash movie introducing IPG’s service.
Multimedia Corporate Presentation
This animated web presentation provides a visually dynamic overview of IPG’s features and benefits. Several direct mail campaigns used the multimedia as part of the call to action.
Tradeshows
This 10’x20’ trade show booth was designed to maximize IPG’s trade show presence within a cost-effective double booth space.
Brochures
Targeted collateral materials were developed for each customer segment: health plans, providers and manufacturers.
Branding
Design Coup developed IPG’s corporate identity and also branded the company’s complete product suite, including Provider Plus, Quantum Leap, Insights, Reclaim and a “7-Point Service” campaign to underscore the company’s competitive position as the quality leader.
Advertising
IPG’s advertising campaign explains the clear benefits of its medical device management services to ambulatory surgical centers and providers.