TriZetto Provider Solutions® (TPS), part of Cognizant, provides software that helps healthcare providers and payers manage revenue cycles. After multiple mergers and acquisitions in a crowded market, TPS was inaccurately viewed as a newcomer among physicians and healthcare practice administrators. The healthcare software company needed to re-establish its brand identity as a market leader with proven solutions.
We had two goals: Help TPS stand out by educating medical professionals and administrators about the company’s most powerful differentiator, while generating leads that would become customers of Gateway EDI – one of the company’s flagship software solutions.
To show that TPS technology is backed by deep knowledge, thought leadership and accessible, helpful people, we conducted a photo shoot and interviews with 14 client-facing and problem-solving employees. We used the resulting images and stories to develop a lead generation campaign focused on the faces, or people, behind TPS solutions.
We tied the campaign’s messaging to TPS expertise on navigating an upcoming industry challenge: the update of World Health Organization medical terminology known as ICD-10. To promote assets including an ebook, webinar, and infographic on how TPS could help ensure a smooth transition, we used channels such as:
"The 90octane storytelling team tied in real people who work at TPS to show that we have a new brand, but the same people you loved are still here."
— Heidi Budreau, Senior Manager, Provider Solutions Marketing