OMAI RRSP
The Ontario Medical Association (OMA) is a membership organization that represents the political, clinical and economic interests of Ontario physicians. Practicing physicians, residents, and medical students enrolled in any of the six Ontario faculties of medicine are eligible for OMA membership. The OMA runs programs to encourage healthy living practices and illness prevention.
Industry
— Healthcare
— Associations
Branding to
— Be better understood
— Improve corporate reputation
— Articulate value
Services
— Digital marketing & content
— Corporate communications
The Situation
The OMA discovered that 75% of physicians don’t feel adequately prepared for retirement while 80% of them wanted some kind of pension-like plan. With this insight, OMA asked Yield to articulate a value proposition, define the brand platform and recommend a roll out program for retirement product that would be called the Advantages Retirement Plan. The plan was essentially a lower cost, tax-efficient group retirement program with institutional-style investing and physician oversight that physicians could manage through an intelligent online platform that automatically self-adjusted depending on their life stage.
There were three key challenges the project faced: getting busy doctors to pay attention to the new offering; differentiating Advantages Retirement Plan from their existing retirement investment programs and lastly, getting doctors to trust their money with OMA given the sale of MD Financial by the CMA and negative outcomes from government compensation negotiations.
The Solution
Once the Advantages Retirement Plan brand strategy was fully defined, Yield developed a creative platform around the theme, “Reserve your Retirement”. This spoke to the exclusivity of the program for doctors, while providing a strong call to action that would invite physicians to participate. The go-to-market program was based on a multi-stage, omni-channel campaign combing a soft and hard launch over a period of six months. There were four key pillars to the plan:
• Building the Influencer Network
• Creating Interest & Demand
• Capturing Early Adopters
• Omni-channel Launch Campaign
Building the Influencer Network: The core of the influencer network was the OMA Council, 270 elected members from across the province who would be meeting in November for their annual conference and whose endorsement and participation would be critical to the program’s success. To that end, each council member received an outreach package from OMA prior to the meeting that outlined the benefits of the program and why they should consider participating.
Additionally, two videos were created, one targeting council members with an endorsement message and program recommendation from their peers, a second video that was more educational in focus and was sent to all members providing detailed information around each pillar of the retirement program.
The council meeting also featured a custom-designed Advantages Retirement Plan booth, created to look like a cottage retirement scenario, manned by consultants who could explain the program and pre-register council members.
Creating Interest & Demand: in parallel with preparations for the Council meeting, a landing page was created to provide more information and detail on the Advantages Retirement Plan while capturing the contact information on interested site visitors. We also placed 3 successive articles in OMR, the OMA’s in-house magazine to make the case in an advertorial type format for the Advantages Retirement Plan, why members should re-think their retirement readiness and why the plan was best for them.
Capturing Early Adopters: – to acquire early hand raisers, Yield developed a pre-registration package for members who expressed interest in the program on the landing page/marketing website. The package was customized according to the four career/life stages of physicians:
• Getting started
• Getting serious
• Ready for retirement
• Retirement
Omni-channel Launch Campaign: The launch campaign utilized a mix of print and digital channels in order to reach doctors in the media they were most likely to consume. Insert advertorials in OMR and Scrub-In (for early stage docs) as well as inserts and ads (print and digital) in the Medical Post, a national publication sent to doctors across the country. Additionally, there were info-bites capturing key pillars of the brand strategy deployed in OMA owned and social media channels
Human Catalyst
Doctors feel they have worked hard and deserve to retire the way they want to with a program that is easy to manage and flexible enough to adapt to their life/career stage.
The Yield
As the program is in mid launch, we do not yet have concrete results on sign-ups. However, visits to the landing page and the marketing website are tracking well ahead of expectations.