Stakeholder Perception Research Elevates Brand Strategy | Healthcare
12/3/2024
RRD helps health insurance administrator optimize business strategy through multi-phased stakeholder research
CHALLENGE
A leading third-party administrator (TPA) for foreign health insurance sought to strengthen their brand position and stakeholder relationships. Six years ago, the organization shifted to a profit center business model, causing operational changes that key industry stakeholders did not fully realize. This shift revealed perception gaps that hindered the TPA’s ability to communicate their value and maintain a strong brand image.
SOLUTION
To address these challenges, the organization commissioned RRD’s customer experience team, which deployed a multi-phased research project that included qualitative in-depth interviews and a quantitative survey. Respondents represented key stakeholder groups, including insurance brokers, medical providers, primary insurance companies, insured members, and internal TPA employees.
RRD's research assessed and bridged perception gaps by identifying factors affecting the organization's brand image and stakeholder satisfaction.
RESULTS
The research confirmed the TPA’s concerns about perception gaps. Stakeholders saw the organization as a reputable leader but noted frustrations regarding slow claims approvals and unclear claim statuses. Stakeholders were also unclear about the organization’s role as a TPA versus a primary insurance company, causing confusion and misplaced blame.
Using RRD’s research findings and recommendations, the organization quickly implemented a strategy to improve stakeholder perceptions:
- Enhanced communications: Rolled out targeted communications to clarify their role and value as a TPA.
- System optimization: Refined internal processes to address lagging claims approvals and improve transparency.
- Innovative marketing: Applied creative approaches to media, advertising, sales materials, and public relations.
- Digital improvements: Enhanced digital tools, including their website, portals, and mobile app.
RRD’s data-driven approach set the organization on a path to stronger stakeholder engagement, reinforcing its brand position as a leading TPA.