When Quantum Health approached Cult Marketing seeking help connecting with its clients in the health-care navigation industry, Quantum’s leadership team wondered if the idea of a guardian angel might be appropriate for a sales and marketing campaign.
Researchers at Cult went to work finding out how clients and consumers perceived the company, which provides health-care coordination services to self-funded public and private employers throughout the country.
What they uncovered surprised everyone. Health-care consumers who used the company’s services saw the Quantum employees as protectors fighting on their behalf.
Those insights shaped a marketing plan that has led to double-digit growth and created a brand story that permeates the entire business.
The success of the plan correlates to the quality of the information Cult Marketing gleaned during its research phase, said Quantum Health CEO Kara Trott…