Case Study
Harry Flustered
Situation:
In 1986, the physicians of South Dakota called upon Lawrence & Schiller to help them brand a new health plan that would compete against the giant HMOs that were moving into the state. The South Dakota Medical Association wanted to ensure that treatment decisions remained in the hands of South Dakota physicians. They turned to L&S for naming, branding and messaging.
 |
The team at Lawrence & Schiller named the new plan DAKOTACARE and created a visually appealing and very recognizable brand that has been utilized for over 20 years. |
Solution:
The team at Lawrence & Schiller named the new plan DAKOTACARE and created a visually appealing and very recognizable brand that has been utilized for over 20 years.
The key consumer insight L&S discovered during product rollout were that consumers were tired of claim forms and red tape. Thus, DAKOTACARE was launched with a promise of no claim forms and no red tape. This immediately grabbed the attention of consumers and sent them to their employers asking that DAKOTACARE be considered for their company.
Results:
In the over two decades that Lawrence & Schiller has worked with DAKOTACARE, it has become one of the leading group health plans in the state and one of the only physician-run plans that has succeeded. L&S has also helped DAKOTACARE launch several new programs including an individual plan, proactive wellness programs and a Medicare special needs plan.
