The Strategy for WellCare Health Plans Brand
One of the well-known health care organizations in the United States is WellCare Health Plans organization. The organization specializes in providing government-sponsored care services to individuals, helping them receive the right care at the right time (WellCare, n.p.). The marketing strategy of WellCare organization is typical for the insurance company starting from the logo and ending the exact expansion measures and brand stability.
There is always some typical names, colors, and symbols for each particular business sphere. The name of the brand is WellCare Health Plans that is the typical brand name for the healthcare organization. Blue color, the sole color of the WellCare Health Plans’ logo, is linked to competence, intelligence, communication, trust, efficiency, duty, and logic (Fraser and Banks, Mahnke, Wright cited in Labrecque, 2012). Blue is the color that creates a sense of trust and security and believed to be the classic color of the healthcare organization.
Living in the computerized time it is impossible to conduct a business without maintaining the companies’ web site and pages on the social web, which is successfully used by the company. The organization possesses pages on Facebook, Twitter, and Instagram. The advertisement in TV and Youtube is used constantly by the company. Print materials are used in the centers of HealthCare and places, where people need healthcare protection.
The brand solidity for the company should lie in the field of both stability and growth. The strategy for stability means a continuation of providing good quality services for present customers, supporting and helping clients in such a way that they do not think of changing the brand. Stability means providing additional services for all clients, and bonuses for old clients. The presence of band advertisements in the places of target customers is one of the key factors of brand recognition. For example, the newborn and babies’ healthcare insurance, should be posted in the places where pregnant women and young parents can see it. It may be hospitals, healthcare organizations, baby products’ shops, sites with the particular pregnant and baby care information. The same idea may be provided for risk insurance, insurance for young and grown-up people, seniors.
Conclusion
The marketing strategy for the Well Care organization is classic for the insurance company. The colours of logo, brandname, advertisement is very typical. There is a common suggestion for stability and growth strategy through providing the target advertisement in the right places and bonuses for the old customers.
References
Labrecque, L. I., & Milne, G. R. (2012). Exciting red and competent blue: the importance of
color in marketing. Journal of the Academy of Marketing Science, 40(5), 711-727. WellCare Health Plans (2016). About us. Retrieved from …
