Payer employer segment growth strategy

A state-wide health plan was losing the mid-size employer market and needed to find the employer segments where it could develop a real edge and a strategy to convert into share.

N464-47

Carrier switching steps mapped to locate barriers

Situation

Challenge winning business

State-wide insurer competing against 3 established incumbents for FI mid-size employer business.
Often not included in bidding process, and when it is, win rate is single digit %.
Needs a strategy to focus offering and efforts where they are most likely to succeed.

Project

Market segments, key differentiation

Developed phenotypic characterization of buyers (cost savers, benefit arbiters, discerning buyers) and identified “best-fit” segment for client.
Designed a draft activity system (i.e., differentiating attributes) that would be attractive for the “best-fit” segment, but not replicable by the incumbents (without threatening their existing book of business).

Buying behaviors segmented to find best-fit target

Activity system defined capabilities to build

Outcome

Focused bid strategy

Client had a clear path forward:

Which type of employers to target (and their benefits brokers)
Which capabilities to invest in, and how to tailor their offerings

MORE CASE STUDIES

Related work

Institutional

Strategy for Statewide Health Information Exchange

A non-profit health information exchange was facing financial struggles and needed a new strategy that would keep it financially sustainable

HIE, Health IT,

Medtech, Early Stage

Growth strategy for point-of-care testing

Post pandemic an innovative diagnostics platform company wanted to dramatically increase its market by targeting retail clinics for its point-of-care diagnostics platform

Growth, product market fit, value proposition

Institutional

University Trials

Large university wanting to dramatically increase its clinical research footprint