Nationally Recognized Integrated Health System

Chief Strategy & Marketing Officer

The Client

One of the nation’s most respected integrated health systems had recently acquired a health insurance plan to expand its offerings.   Located in a highly competitive market featuring three dominant payers owning the majority of the market, our client’s unique value proposition is that they are the only health insurance plan that is part of a fully integrated healthcare system. Therefore, their objective is to maximize all the leverage and benefits accruing to an integrated provider/payer and fully capitalize on being a truly integrated system.

The Challenge

The goal was to create a progressive customer-centric health plan focused on providing innovative products and services to its members. As a challenger brand relative to their larger competitors, our challenge was to recruit a Chief Marketing and Strategy Officer to help shape the vision, develop innovative products and create best in class marketing plans and programs to bring the vision/strategy to life.

The Solution

Given the complexity of the opportunity, we were asked to identify and recruit a diverse slate of candidates with a proven track record of success developing integrated marketing plans and programs that was both acquisition-focused and resulted in an enhanced consumer experience. They needed to have a rare combination of acquisition, product and digital expertise. Our recruiting efforts focused  both within and outside of the healthcare arena.

We were successful in presenting a diverse slate of candidates representing a variety of industries.  Our client was faced with what he described as ‘one of the most difficult professional decisions of his career,’ because of the quality of the candidate pool. Ultimately, the person chosen has a combination of healthcare, financial services and entertainment experience. She has already made a significant impact and has been given more responsibility by the CEO. We are currently helping her build her team as marketing becomes more of a driver of the business.