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Best Medicine

CANOPY HEALTH

NEW PRODUCT STRATEGIC MESSAGING


24/7 VIDEO VISITS 


OVERALL APPROACH

The ideal way to introduce this concept is to initially prepare a video that demonstrates a typical physician/patient encounter. This will demonstrate the ease of access and interaction, show the limits and possibilities of what the doctor can do and clearly present the benefits of securing an immediate professional opinion about a patient's condition and the steps needed to return to health. The entire introduction can be centered around this video (or videos if different scenarios are appropriate). 


The video allows creation of:


  • A link to the 24/7 landing page can be placed on the Canopy home page so visitors can easily access and play the dramatization. Rotating banner messages (the headlines) can be used to attract additional attention
  • Content can be downloaded by patients and brokers (with different audio and intro that is broker centric) to play on their laptops during sales presentations to employers
  • A DVD that can be given to providers for use on in-house video systems or podcasts
  • Stills from the video can be used in ads, collateral and storyboard-like presentations for individual members that do not have internet access
  • A version that can be offered in different native languages...especially Spanish
  • A general DVD that can be used at open enrollment events of employee meetings
  • Accompany PR feature stories that can announce the new product and the ability to download the content
  • A digital "B Roll" DVD version that can be sent to local TV news assignment editors


The approach combines the user experience with disclosure of the five primary benefits.:

  • Access to a physician at any time
  • No need to make an appointment
  • Early evaluation of potential problems
  • Cost and time efficient delivery of services
  • Human, clear communication 


Here are some recommended headlines (subject lines):


  • Doctors Still Make House Calls
  • The Doctor Is In...Your Living Room
  • Your Health Has Its Own Channel
  • Turn Your Living Room Into Your Doctor's Exam Room
  • Your Doctor Now Comes To You
  • Better Health? Turn On The TV
  • Refreshingly Clear Human Care...Anytime You Need It
  • Canopy Health Brings Your Doctor Home
  • Invite Your Doctor To Your House
  • Use Your TV To Improve Your Health


Cost Calculator


OVERALL APPROACH


As with the 24/7 Visit, the quickest way to achieve awareness and acceptance of the new program would be to demonstrate its use on a video. Patients could be shown different scenarios and given step-by-step instruction on how to use the new feature. They could be told about the many uses of the Cost Calculator and be made aware of its limitations. Some of the most typical applications could be presented, ranging from a diagnostic procedure to major surgery to an in-office treatment. A side-by-side visual could be shown that compares the costs calculated online with the results shown on an actual billing. The video would demonstrate the ease of use and the confidence gained to engage in a procedure with the knowledge of the financial commitment gained in advance.


The Video allows creation of:

  • A link to the 24/7 landing page can be placed on the Canopy home  page so visitors can easily access and play the demonstration. Rotating banner messages (the headlines) can be used to attract addition attention
  • Content can be downloaded by patients and brokers (with different audio and into that is broker centric) to play on their laptops during sales presentations to employers
  • A DVD that can be given to providers for use on in-house video systems or podcasts
  • Stills from the video can be used in ads, collateral and storyboard-like presentations.
  • A version that can be offered in different native languages...especially Spanish
  • A general DVD that can be used at ope enrollment events of employee meetings
  • Accompanying PR feature stories that can announce the new product and the ability to download the content
  • A digital "B Roll" version that can be sent to assignment editors


This approach combines the user experience with the disclosure of the five primary benefits:

  • User convenience
  • 24/7 availability
  • Transparent "no surprises" billing
  • Increased patient confidence in authorizing a procedure
  • Possible reduction of patient delinquent payment/default on debt because costs are known in advance


Here are some recommended headlines (subject lines)


  • Get The Cost Before You Get The Treatment 
  • Health Care Costs Money...Find Out How Much'
  • You Can Get Healthy Faster When You Know What It's Going To Cost
  • Your Doctor Bills Should Never Be A Surprise
  • SURPRISE...No More Surprises
  • What Does Better Care Cost...Find Out Now
  • Anytime...Anywhere...Transparent Care Costs
  • Know The Cost Before You Decide What To Do
  • Upfront Costs For Leading Edge Care
  • We've Got Your Number
  • Take The Guesswork Out Of Healthcare
  • Money Matters...Try Our Cost Calculator
  • Cost Estimates Are Part Of The Treatment
  • You'll  Always Know What Your Healthcare Costs