Via Christi Health was developing a new program which would allow seniors to live in their own home longer with the support of membership-based services and technology tools. This new InMyHome product required an entirely new marketing program and campaign to launch and establish awareness among the target audience. Both a membership program and technology component were products offered; both required a significant financial investment up front from new participants.
My team worked closely with the business development team at Via Christi to devise an integrated program that included establishment of brand voice and messaging for a completely new market segment, a comprehensive sales kit, membership portfolio, direct mail campaign, and other community-based sales supports. During this same time, Via Christi was also preparing for the launch of a new brand identity at the corporate level. So we played a lead role in the development of marketing execution establishing the new brand.
The InMyHome products required planning and a significant decision by participants in order to sign on. The membership program alone was an initial investment of $25,000. InMyHome lead and sales development cycles would not be short. The product launched in late fall. Within a few short months – despite the significant costs involved, Via Christi Health had already enrolled several clients for the InMyHome technology product.
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