OMA Insurance
The Ontario Medical Association (OMA) is a membership organization that represents the political, clinical and economic interests of Ontario physicians. Practising 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
— Articulate value
— Grow marketshare
Services
— Brand & value proposition strategy
— Brand identity & visual systems
— Website design & development
— Advertising & promotion
The situation
OMA Insurance, part of the Ontario Medical Association, is a not-for-profit, exclusively providing insurance services to its doctor members. Yet, not all doctors were using their services. So, the OMA asked Yield to help better differentiate and articulate their offering, so it would resonate better with doctors and hopefully increase the number of members participating and the number of policies they hold.
Human catalyst
OMA insurance advisors only deal with doctors so they know their needs at every stage of their careers. Because they’re not on commission, they give truly unbiased and tailored advice. And while doctors do a serious job, they also like a little bit of humour.
Our solution
Yield built a campaign around the tagline – “Not for profit. All for doctors,” featuring “Herman-style” cartoons and sardonic headlines on a “scrub green” background. The “asterisk”, usually used to highlight small print where insurance companies weasel out of promises, was made to show where tailoring our service to doctors made all the difference.
A website, video and direct marketing launch package were executed in four completely separate iterations, with content tailored to four different stages of a doctor’s career –medical school, residency, the early years of practice, and a fully-established career. Products were positioned as solutions to doctors’ larger concerns at every stage, with interactive product maps demonstrating detailed insights into doctors’ changing needs.
The Yield
In five years since the campaign was launched, OMA has grown product penetration from 2.1 policies per member to 4.
79% of members now hold at least one policy with OMA, versus 52% when the campaign started.
Working with Yield was a great experience for our team. Their process helped us better define and understand our value proposition and then they were able to create a brand identity that truly reflected our unique characteristics to our membership. The creative output was fun, innovative, and truly helped drive a differentiated positioning for us. Not only did the materials serve their initial purpose well, but the guidelines Yield developed for us gave us the tools to be fresh and responsive to new opportunities while still ensuring we remain true to the tone and style of our desired brand.
Bruce Palmer, Former Managing Director