Peoplecare Health Insurance
Peoplecare’s net membership growth had been declining YoY for three years. They approached Tzu to find out why and how to fix it.
What We Did
The Thinking
- We conducted a 360 marketing review; analysing product performance, join and churn data, technology environment, join journey paths, people and team capabilities and conducted independent market and customer research.
- We reviewed all the membership data; including those who join, stay, leave and their $value. This provided a view of current customer segmentation and existing growth and churn areas.
- We researched to understand what influences people and member’s choice to join, not join or exit Peoplecare, how many more of these segments exist in the market (sizing), perceptions and feelings of these segments of the industry and Peoplecare (positioning.)
- We created segmentation maps and plotted Peoplecare vs. competitors
- We defined skills gaps, pricing models and product insights
- We defined brand positioning gaps and customer experience technology enablement gaps
The Planning
We then worked with the Peoplecare team to;
- Decide on a new quantified target segment to find growth in
- Redefined the brand positioning, product set and pricing strategy
- Define a Go-To-Market
- Define improved member-join paths
- Define marketing attribution and data visualisation requirements to monitor performance
Working with Tzu & Co achieved...
YoY Growth
For the first time in several years, Peoplecare is seeing growth in their key segments.
+30% Brand Perception
They've scored above 30% higher in the key brand attributes they have repositioned for.
ROI +50%
The cost to acquire customers has improved by over 50% due to better visibility of marketing effectiveness.
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Peoplecare Health Insurance
Peoplecare Health Insurance
Peoplecare’s net membership growth had been declining YoY for three years. They approached Tzu to find out why and how to fix it.