Case Study: Healthcare
BI stepped in after the original vendor quit the project and the creative solution and successful implementation helped the client far surpass its goals for the product promotion.
Results
- The program goal was to enroll 8,000 participants; this goal was achieved mid-way through the program.
- Product A achieved revenue growth of 22%, which was 80% of the gross margin goal.
- Product B achieved growth of 9%, which was 187% of the gross margin goal.
BI participated in an RFP for this eye care client’s four-month promotion, but was not initially selected as the vendor. A couple of months into the project, the chosen supplier removed itself from the project, and BI was asked to implement the plan in less than one month.
Issues
- Promote the sale of two specific eye care products with independent eye care dispensers.
- Heighten the brand of the products to the independent Eye Care Professionals (ECPs).
- Build and strengthen relationships with the independent labs, opticians, and dispensers.
Solution
- The ECPs were broken into 10 groups based on their size and revenue with product-specific goals set for each group.
- The promotion was themed “Imagine Italy” and the top eye care professionals in each group won a six night trip for two to Italy.
- Achievers in the second tier earned a travel package to Las Vegas.
- The dispensers were given the opportunity to earn by receiving a game card for every pair of lenses of specific brands sold. This card was entered on a custom Web site. Each code was an entry into a sweepstakes for a trip to Italy.
- Dispensers also had an opportunity to win Italian-themed merchandise at four different levels.