Empyrean’s new product, Precision Benefits, represents a significant advancement in personalized benefits management, offering employees tailored decision support, comprehensive plan reviews, and expense management insights. This white paper details the marketing campaign launched to introduce Precision Benefits to the market, highlighting the strategies employed, the execution across various channels, and the remarkable results achieved.
Marketing Strategy Overview
The campaign aimed to educate the market about Precision Benefits, emphasizing its ability to empower employees to make informed healthcare and financial decisions. The marketing efforts were multifaceted, utilizing digital and traditional media to reach a broad audience, culminating in a standout presence at the 2023 HR Technology tradeshow.
1. Online Campaign
The online campaign was designed to create awareness and generate leads by showcasing the unique features of Precision Benefits. This digital effort included targeted advertisements, informative blog posts, email marketing, and social media engagement. Each piece of content highlighted how Precision Benefits could transform employee engagement with benefits, using case studies and testimonials to build credibility.
2. Print Campaign
Complementing the digital efforts, a print campaign was launched to reach decision-makers who prefer traditional media. Brochures, white papers, and infographics were distributed at key industry events and through direct mail. The print materials were meticulously designed to communicate the benefits of Precision Benefits in a visually compelling and easily digestible format.
3. HR Technology Tradeshow Booth
The highlight of the marketing campaign was Empyrean’s booth at the 2023 HR Technology tradeshow. The booth featured an immersive experience centered around four Augmented Reality (AR) sections, each representing a crucial aspect of the Precision Benefits platform. These AR experiences allowed attendees to interact with the product in a way that was both engaging and informative, creating a memorable impact.
AR Experience 1: Plan Review
This section allowed attendees to engage in a simulated benefits enrollment process using AR, demonstrating the platform’s intuitive nature. The immersive experience provided a comprehensive ‘Plan Review,’ showcasing how easily employees could navigate and select the best plans for their needs.
AR Experience 2: Plan for Care
Visitors were guided through an AR journey illustrating how Precision Benefits enhances employee engagement with healthcare decisions. The ‘Plan for Care’ theme was brought to life, emphasizing how the platform supports employees in managing their healthcare proactively.
AR Experience 3: Decision Support
This experience featured real-time data visualizations through AR, highlighting the robust decision support features of Precision Benefits. Attendees were shown how the platform offers powerful tools for informed decision-making, reinforcing its value in optimizing employee benefits.
AR Experience 4: Manage Expenses
The final AR section showcased the platform’s mobile features, emphasizing convenience and accessibility in managing healthcare expenses. Attendees experienced firsthand how Precision Benefits helps employees track medical events, organize bills, and optimize payment methods.
Central Booth Element: The Lit Pyramid
At the center of the booth stood a lit pyramid, serving as a powerful metaphor for the technological strength and stability of Empyrean’s HR solutions. This visual centerpiece reinforced the core values of Precision Benefits across all AR experiences, symbolizing the product’s ability to support employees in making critical health and financial decisions.
Campaign Results
The marketing campaign for Precision Benefits was a resounding success, far exceeding expectations. Within one year of the campaign’s launch, the number of clients using Precision Benefits increased tenfold, from 4 to over 40. The standout presence at the HR Technology tradeshow played a crucial role in this success, with the booth’s innovative AR experiences generating significant buzz and driving interest in the product.
Key Outcomes:
- Increased Client Base: The number of clients grew from 4 to over 40 within a year.
- Enhanced Brand Awareness: The immersive tradeshow experience significantly raised awareness of Empyrean’s capabilities in the HR technology space.
- Lead Generation: The online and print campaigns effectively generated leads, contributing to the rapid growth in client numbers.
Conclusion
The launch of Precision Benefits by Empyrean exemplifies the power of a well-rounded and innovative marketing strategy. By combining digital and traditional media with a groundbreaking tradeshow presence, Empyrean successfully educated the market about its new offering, driving substantial growth in a competitive industry. The success of this campaign underscores the importance of creativity, technology, and strategic execution in bringing new products to market.
Precision Benefits has not only empowered employees to take control of their healthcare and financial decisions but also positioned Empyrean as a leader in HR technology solutions. As the platform continues to evolve, the lessons learned from this marketing campaign will inform future efforts, ensuring sustained success in the years to come.
Precision Benefits
