- Account-Based Marketing
- Brand Awareness
- Content Strategy and Development
- Creative Development
- Demand Generation
- Industry Research
- Lead Generation
- Media Planning
- Sales Enablement
- Website Build
Formerly known as Paladina Health, Activate Healthcare, Healthstat and R-Health, Everside Health is now a singular brand that needed a singular campaign concept. Following 90octane’s successful partnership with Paladina, the new brand entrusted us with getting a fresh campaign off the ground.
Everside’s historical site offered a bounty of information for their target audiences: employers, members, and HR departments within organizations. But the way the website was structured was not conducive to their users’ experience. Many users were unable to find the content that was suited to them, which created gaps in understanding Everside’s available services and resources for doctors and patients alike.
The revamped website needed to not only solve this navigational problem, but to do so in a way that created dedicated spaces to tell all the necessary stories. For this, we leaned on our audience segmentation: three distinct groups of users necessitated three different value propositions. That’s because the services that are important to a sick patient are much different from the services that are important to an HR representative. But the thing that is universally important to all audiences is the ability to get the information they need, when they need it.
All of this needed to be done in a way that showcased the brand’s new look and feel, in a tone and manner that adhered to that new brand.
To help inform campaign concept, 90octane conducted client discovery sessions. These sessions included key stakeholder interviews, and in-depth industry research and stat gathering.
Using all the information gathered through this discovery process, 90octane was able to uncover industry and customer insights that would help to inform our creative insight—ultimately serving as the cornerstone for our concept.
The Concept: It’s Better On the Everside
Healthcare as a benefit is not a novel concept. Healthcare that people actually know how to use, is.
On The Everside, there's no such thing as low utilization. There's no such thing as "wait... how does this work?" On The Everside, all we see are strong and healthy workforces—employees who feel empowered to use the healthcare system to the best of its abilities. All we have are awesome employers like you, who are driven by the idea that your employees deserve more than the status quo.
On The Everside, we have less sick days, less "I can push through it" days. Our practitioners are always accessible, our support lines always open, and our benefits are easy to read, understand, and use.
And, when you come over to The Everside, your CFO will give you the world's biggest high-five—because not only have you saved the company money, but you've put more cash back into your employees' pockets. Pretty cool, right?
To help Everside’s prospective partners gain insight into how their competitors approach employee healthcare, we created a peer assessment. This included questions about employee utilization, satisfaction, and the breadth of benefits a company offers. Each question compared the user’s answers to the industry baseline data, giving users the context they need to compare their healthcare offerings to others.
As a secondary initiative, the peer assessment provided leads with information on (Direct Primary Care) DPC so they could have a more comprehensive understanding of the model and how it can help employees lead healthier, happier lives.
Experiential infographics were created to help supplement the customer journey for all three of our target audiences. These infographics were responsive and delivered to our audiences via our email nurture, as well as through the campaign landing page. Each infographic was tailored to tell a story to their target demographic, which required us to consider what information would be most important to those reading it.