Strengthening payer partnerships with strategic positioning and unified collaboration.
A healthcare provider faced challenges in building strategic relationships with payers and lacked internal alignment on the role of the payer marketing team in driving business growth. Misunderstandings about the team's contributions and a transactional perception of the company as a "vendor" hindered their ability to foster long-term partnerships.
The company developed a value proposition for payers, positioning itself as a strategic partner focused on innovation, improved patient outcomes, and cost efficiencies. This was informed by stakeholder interviews, competitor analysis, and VOC research. Internally, workshops and materials clarified the role of payer marketing as a growth driver, aligning stakeholders and building support.
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The new value proposition repositioned the company as a strategic partner, fostering increased payer engagement, strategic conversations, and new opportunities. Internally, the campaign improved understanding of payer marketing, enabling better resource allocation, stronger collaboration, and a unified approach. These efforts enhanced customer relationships and drove growth, including becoming a preferred provider of a national payer after a 15-year exclusion.