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© 2007 Healthways, Inc.
Creating a Brand
Tom CigarranChairman June 2007
© 2007 Healthways, Inc.
What is Brand?
© 2007 Healthways, Inc.
A Brand…
• Is the symbolic representation of all the information connected with a product or service
•Encompasses the expectations of consumers, employees, vendors and others associated with the brand for products and services delivered by the brand owner
•Encompasses the promises made to consumers
•Shapes what the brand owner does and how it does it
•Conveys the culture of brand owner
© 2007 Healthways, Inc.
Source: David Aaker, Professor Emeritus, University of California, Berkeley
Brand Identity / Position
>Aspiration image>Positioning the brand
Organizational Structure & Processes
>Responsible for brand strategy>Management
processes
Brand Building Programs
>Accessing multiple media
>Achieving brilliance>Integrated
communications>Measurement
Brand Architecture Strategy
>Master / Sub / Endorsed
>Roles of brands / sub-brands
Brand Leadership
Brand Leadership Model
© 2007 Healthways, Inc.
A master brand is based on an endorsed brand strategy but it is closer to and/or acts more like a monolithic brand on the spectrum of brand types
What is a Master Brand?
© 2007 Healthways, Inc.
A master brand strategy accommodates endorsed product brandsIt is a very cost effective way to build equity behind a master brand with known branded productsThe equity built in the master brand can then be used to introduce new products with near instantaneous credibility It more easily allows acquired assets to be brought into the brand architecture
Why a Master Brand Strategy?
© 2007 Healthways, Inc.
Monolithic Endorsed Individual
Master
Master Brands
© 2007 Healthways, Inc.
To be the market leader in Health and Care Support SM
world-wide
Healthways Corporate Vision
© 2007 Healthways, Inc.
Brand strategy needs to support the Healthways corporate vision to be the leader in Health and Care Support
To accomplish this effectively and economically, the Healthways brand must represent all channels and products that the company offers
Healthways has been known for disease management
To broaden that awareness, we need to be associated with a broader spectrum of health support products
Healthways Brand – A Work in Progress
© 2007 Healthways, Inc.
Care Support
Chronic Programs
• Asthma
• Coronary Artery Disease
• Chronic Kidney Disease (CKD)/end Renal Disease (ESRD)
• Diabetes
• Heart Failure
• Comprehensive Back Pain
• Chronic Obstructive Pulmonary Disease (COPD)
• Depression
• Obesity
• Oncology
• High-risk Care Management
Impact Condition Programs
• Acid-related Stomach Disorder
• Atrial Fibrillation
• Decubitus Ulcer
• Fibromyalgia
• Hepatitis C
• Inflammatory Bowel Disease
• Irritable Bowel Syndrome
• Low Back Pain
• Osteoarthritis
• Osteoporosis
• Urinary Incontinence
Health Support
Health & Wellness Programs
• Health risk assessment
• Lifestyle biometrics
• Lifestyle behavior coaching
• Smoking cessation
• Web-based fitness/nutrition counseling
• Physical activity programs
• Wellness & prevention education
• Stress management/counseling
• Comprehensive back care
• Worksite wellness and screenings
Health Provider Network (HPN)
• National fitness centers
• Personal trainers
• Registered dietitians
• Lifestyle coaches
• Behavior change counselors
• Chiropractors
• Massage therapists
• Acupuncturists
• Yoga and Thai Chi instructors
• Field-based health educators
Healthways Services
© 2007 Healthways, Inc.
The New Healthways Brand
© 2007 Healthways, Inc.
All Product brands will transition to program names and ultimately be represented only by the Healthways brand.
Brand Transition Plan
© 2007 Healthways, Inc.
Yesterday:
Target Audience
State Government
In the Near Future:
Target Audience
Employers
Health Plans
Government
Smoking Cessation Program that may add other addictive behaviors
On-line smoking cessation tool
An Example
© 2007 Healthways, Inc.
Yesterday:
Short Term:
Long Term:
An Example
Category Descriptor
Service Descriptors
Services
Disease Management
(Chronic and Impact Conditions)
CORE CONDITIONS• Asthma
• Coronary Artery Disease
• Chronic Kidney Disease (CKD)/ end State Renal Disease (ESRD)
• Diabetes
• Heart Failure
IMPACT CONDITIONS• Acid-related Stomach
Disorder• Atrial Fibrillation• Decubitus Ulcers• Fibromyalgia• Hepatitis C• Inflammatory Bowel
Disease• Irritable Bowel
Syndrome (IBS)• Low Back Pain• Osteoarthritis• Osteoporosis• Urinary Incontinence
• Healthy Alignment(Chiro/UM)
• WholeHealth Living(CAM/Discounts)
Alternative Health
(Non-Traditional)
Healthy Lifestyles(Overall)
• myhealthIQ
• Lifestyle Management (Health Coaching)
• Engage(Integrated Solution)
• Prime
Delivers products that address both:
Care Support
Health & Well-Being
(Psychological)
• QuitNet (Addictive Behaviors)
• Comprehensive Back Pain
• Chronic Obstructive Pulmonary Disease (COPD)
• Depression
• Obesity
• Oncology
ePHIT, ProChangesm, WholeHealthMD, Health Provider Network
Online, In Person, On the Phone
Branded Components
Capabilities
Health Support
High Risk Care Management
(Hospitalization Avoidance)
• Silver SneakersEndorsed by Healthways
• Forever Fit(Senior)
Active Living
(Physical)
Management of high risk and complex
conditions
© 2007 Healthways, Inc.
Healthways Brand Architecture
© 2006 Healthways, Inc.
High Risk Care Management Active Living
Forever Fit
Prime
SilverSneakers
Healthy Lifestyles
QuitNet
myePHIT
Lifestyle Management
myhealthIQ
Engage
Disease Management
Chronic Conditions
Impact Conditions
Alternative Health
Healthy Alignment
WholeHealth Living
The New Healthways Brand
© 2006 Healthways, Inc.
Communicating the Promise
© 2006 Healthways, Inc.
Communicating the Promise
Website Internal Communications/PR
Television
© 2006 Healthways, Inc.
Communicating the Healthways Promise
© 2006 Healthways, Inc.
Communicating the Healthways Promise
Corporate Website
© 2006 Healthways, Inc.
Communicating the Healthways Promise
Corporate Fact Sheets
© 2006 Healthways, Inc.
Communicating the Healthways Promise
Office and CEC Branding
© 2006 Healthways, Inc.
