THE SITUATION

The State of Florida was embarking on a pilot program to privatize Medicaid. The Client, the University of Florida/ Shands Medical Center had been encouraged by the State to participate. The total available market size was about 40,000 individuals not currently enrolled in a program with another carrier. UF&Shands was already the safety-net hospital for the region

THE CHALLENGES

Major insurance providers, already operating successful programs around the country, had filed to participate in the Florida program and were entering the marketplace with well defined programs and staff to implement them. These providers had taken the existing Medicaid deliverables and added enhancements and incentives to them. UF&Shands was not equipped to compete in this way. Instead they would offer the minimum required under the law.

DEFINING THE SOLUTION

Competitor weaknesses were discovered during customer research. They were not effectively communicating their advantages and in-fact appeared to be concealing them.

Everything about their experience reminded them that they were at a disadvantage.

It was learned that the audience felt treated like third class citizens. However if certain iconic factors were present they would know they were not being taken for granted.

1. Keep their doctor
   

2. A brand name like New York Life
   

3. A card like an HMO means you’re a real person
   

4. Prescribed brand name drugs not generics
   

5. Not have to take all day to keep an appointment
   

Click Here