“I like how AE Marketing Group pays attention to what the market is telling brands. They actually listen to what people are saying, not just what we think they might say.”
CoCreate Wisconsin was designed to help change health insurance in Wisconsin. People everywhere find the health insurance industry confusing and intimidating, which is what you get from years of design from the inside out. At Network Health, the company sought to cut that confusion and put consumers at ease by engaging Millennials and Baby Boomers to better understand their changing health insurance needs and establish authentic relationships with them.
To achieve those goals, Network Health along with AE Marketing Group launched the CoCreate Wisconsin Movement, which activated consumers from across the state to share their ideas and work hand-in-hand with the company to improve the health insurance experience from the outside in.
“Our brand promise is that we’re your trusted partner,” said Penny Ransom, Chief Administration Officer for Network Health. “And by listening to people from around the state about what we can do differently or perhaps haven’t thought of, and then actually implementing those ideas is a way that we’re keeping that promise.”
The movement began with nearly 30 members of the CoCreate Wisconsin team embarking upon a consumer listening tour of Millennials and Baby Boomers.
Since then, the team has logged more than 4,000 miles and heard ideas from over two dozen Wisconsin towns. And while marketers often assume that Millennials and Baby Boomers are radically different, nearly 900 hours of interviews resulted in research that found incredible similarities between the two groups’ desired needs for private health insurance products and services.
For both Millennials and Baby Boomers, three key themes emerged during the roadshows:
“What’s struck me with Millennials and Baby Boomers is actually how similar the two segments are in that they demand to always be able to communicate however they want,” Ransom explained. “They’re very similar in that regard.”
Not only has CoCreate Wisconsin been a win for consumers, its byproduct impact on Network Health’s brand and customer experience has been equally impressive. “I think it’s pretty common for other companies to have focus groups,” Ransom said. “But CoCreate Wisconsin is so much more.We’re not only listening, we’re actually doing something with what people tell us. As a brand, that’s something that sets us apart.”
While many brands in health insurance might look beyond marketing to customer experience, very few are using co-creation today. CoCreate Wisconsin was featured at the 2015 Insight Innovation Exchange Health Conference for its ground-breaking approach to consumer insight in the health care industry.
Network Health’s Chief Administrative Officer, Penny Ransom and AE Marketing Group’s CEO, Brian Walker, shared how CoCreate Wisconsin helped the smaller health brand outmaneuver larger brands in the industry, improved customer satisfaction and drove operational change at IIeX.
In 2016, The Huffington Post featured how Network Health Marketing Director, Melanie Draheim, a Millennial herself uses co-creation to better market health insurance to fellow Millennials.
CustomerThink named “The One Thing You Should be Doing to Improve Customer Experience Right Now” an Editor’s Pick as Network Health was featured along with Dominos, J.Crew as brands using co-creation today.
Learn more about the CoCreation Lab Series™ here.
By sharing their ideas and designing new products and services together, consumers and one Wisconsin healthcare brand are creating change never seen before in an industry that’s due for a makeover. Built on the CoCreation Lab Series™ platform, learn how AE Marketing Group is fueling employee advocacy and consumer engagement.