Compelling Cases Success Stories
Product Marketing Team Keeps Focus on Launches, Leaves Case Study Management to Compelling Cases
Summary
Client
Great-West Healthcare®
Industry
Insurance
Success Story Applications
• Company Web site
• Printed sales materials
• Targeted PR pitches
• Features in external
company magazine
Web site
greatwesthealthcare.com
Though it's not a technical subject, insurance has been known to stump more than a few engineers. It's a challenge that marketing and sales teams at Great-West Healthcare® keep top of mind and aim to eliminate in all their communications with customers and prospects.
The Denver-based company offers innovative benefits solutions to employers of all sizes nationwide. Specifically, Great-West Healthcare provides self-funded insurance plans, which allow businesses to reduce benefits costs by paying actual claims, rather than monthly premiums.
To educate prospects and customers about plan designs and the advantages of self- funded health benefits, Great-West Healthcare actively uses customer success stories in its marketing, sales and public relations efforts.
"We're trying to take a very detailed subject and show that is doesn't have to be complicated," said Molly Faunce, Product Marketing at Great-West Healthcare. "Customer stories are very important to us because they demonstrate real-life examples of how companies can put our products into action and save on their health benefit plans."
"Worry-Free Case Studies"
Working with contract writers
in the past, I had to do all of the
legwork, and that wasn't an
efficient use of time. With
Compelling Cases, it's worry-free
case studies. Now, I spend
my time looking for customer
stories rather than managing all
the little details involved in
case study development.
Molly Faunce
Product Marketing at
Great-West Healthcare
With a number of projects in process at any given time, product marketing managers at Great-West Healthcare needed extra manpower to juggle the many aspects and phases of developing engaging customer stories. To address this challenge, the company partners with Compelling Cases, success story specialists that manage the complete process.
"We outsource our customer stories to Compelling Cases because their team delivers more than just writing services," Faunce said. "When we work with them, it's as if we instantly added a new team member who can manage a story from development to approval."
Throughout her career, Faunce has worked with various freelance writers on customer stories. In those instances, she had to secure customers, schedule customer interviews, schedule writers, connect the two sides, shuttle drafts back and forth, and wrap up final approvals.
"Working with contract writers in the past, I had to do all of the legwork, and that wasn't an efficient use of time. With Compelling Cases, it's worry-free case studies. Now, I spend my time looking for customer stories rather than managing all the little details involved in case study development."
By managing the many details of developing and completing customer stories, Compelling Cases frees Great-West Healthcare's product marketing team to focus on other projects. Compelling Cases shepherds customer stories through each step of the process, bringing expertise that helps the process go smoothly from start to finish. To keep Great-West Healthcare abreast of projects, Compelling Cases provides weekly status updates.
This year, Great-West Healthcare needed a number of stories completed quickly to feature in a special external magazine. Compelling Cases handled the details of the various stories and helped the product marketing team meet 80 percent of their annual goal for customer profiles in just four months.
"Compelling Cases is like a member of the team," Faunce said. "I don't have to worry if our stories are going to get done or not. That takes the pressure off of me."
GREAT-WEST HEALTHCARE® is a registered trademark of Great-West Life & Annuity Insurance Company