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Analytics & Strategy

Defining value in a dynamic and competitive marketplace 

BlueCross BlueShield National Sales Group

For a traditional health insurance company, a time of significant industry change can make it more vital than ever to understand marketplace position and respond quickly to aggressive competition and new technology. We helped Excellus identify needs, issues, and opportunities, providing a clearer definition of the company’s value proposition for its national sales team.

Challenge

With the introduction of consumerism into the health care industry, national health insurance companies were developing and delivering new products and services in an effort to promote individual accountability and reverse the negative financial trends within the system. Strategic partnerships with industry specialists and technology leaders were critical to retain and grow sales in the rapidly changing marketplace. The BlueCross BlueShield National Sales Group at Excellus Health Plan needed to better understand prevalent market forces, changing customer needs, organizational capabilities, and technology requirements to define their industry position and response to the competition, business partners, and customers.

Thinking

Research the latest insight into industry trends, stakeholder needs, governmental regulations, competition, and operational capacity. Complete a comprehensive internal and external assessment. Activate a formal project and engage key stakeholders to redefine the value proposition for a national sales group representing the BlueCross BlueShield Association. Empower the sales force through understanding of strengths, weaknesses, opportunities, and threats from national competitors. Gather essential information to drive future enterprise strategic-planning efforts for envisioning a future state and technology roadmap.

Solution

After extensive research and analysis, led a cross-functional team in defining the value proposition statement, brand positioning, and marketing and sales messages related to health care consumerism and transparency of information. Facilitated strategic-planning sessions with external business partners to align vision of future and outline architectural roadmap. Recommended new consumerism technology, resources, and business platforms for new products and services in response to growth opportunities.

Impact

  • Established common language, shared awareness and active engagement within key stakeholders.
  • Provided a well-conceived and consistent response to customers, business partners, and providers.
  • Empowered sales force through understanding of value proposition and facts about market position.
  • Elevated brand relevance through marketing, communications, and sales speaking points and tools.
  • Facilitated strategic-planning sessions with business partners to define future technology roadmap.

Testimonials

  • I was impressed with the quality of talent that David brought to the table. Exceeded my expectations. read more →
    President, Health Care Services Organization
  • David is able to cultivate and maintain relationships with customers and colleagues in a manner that is genuine and provides value to the organizations in which he serves. read more →
    President, Technology Consultancy
  • David has a strong ability to communicate and utilize the strengths of team members to their fullest potential to achieve goals. His positive, can-do attitude is contagious. read more →
    VP, Educational Nonprofit
  • David is creative and confident and creates an atmosphere that invokes the same from those that he works with. He is honest, trustworthy and intelligent. read more →
    CIO, Health Care Services Organization
  • I respect David on many levels for his marketing and branding insight, keen business knowledge, strong work ethic, and unshakable ethics. I consider him a valuable business partner and confidant. read more →
    President, Financial Services Company
  • David is driven to provide quality results and willing to go the extra mile to provide them. His ability to bring consensus is tenacious and successful. read more →
    CFO, Health Care Services Organization
  • David is a highly skilled creative thinker with a brilliant mind for brand, marketing and public relations strategy. read more →
    President, Business Services Company
  • David is able to see the big picture while developing a framework for the small tasks needed to accomplish the bigger vision. read more →
    President, Business Services Company
  • David is a true professional that has the unique ability to think strategically while also being able to deliver. read more →
    CIO, Health Care Services Organization

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