Goal:
Create/Increase Awareness, Expand Market Share
The Challenge:
Take a family-owned Florida-based business and re-launch the brand and corporate website to support goals of national growth and increased market penetration.
Insight & Strategy:
Consumers need to feel that MCNA is a friendly, reliable and solid company; state government agencies (the company’s primary sales targets) also need a sense of security that MCNA can competently handle a large volume of plans and patients. The website is the central focus of the strategy, as sales teams use it as an online sales tool. The logo design reinforces the friendly look, while modern corporate colors and easy navigation support the brand promise of 'smiles of satisfaction' for patients, doctors and administrators.
The Result:
- Brand launch was enormously successful, opening the way for MCNA to penetrate new markets previously held by a much-larger competitor
- Three months after launch, MCNA won the contract for the state of Texas, adding over 1.4 million lives to their portfolio of policies
- The website was pivotal in sales efforts, helping the company to achieve an impressive 15x growth in revenue
1.4MM
increase in policies
307%
business growth
Solutions Used:
- Brand Positioning
- UX/UI Strategy and Design
- Website Strategy, Design & Development
About The Client:
Managed Care of North America, Inc. (MCNA Dental) is a leading dental benefit management company committed to providing high quality services to state agencies and managed care organizations for their Medicaid, Medicare, and Children’s Health Insurance Program (CHIP) members. MCNA also offers comprehensive dental plans for private employers, individuals and families. MCNA selected DCA in 2010 to re-launch its brand and redevelop its website to facilitate aggressive national growth and become a half-billion dollar company.
Testimonial:
"The logo is incredibly dynamic. Its clean lines and contemporary styling has allowed us to convey to the marketplace our confidence and good taste. To a potential client, these are early indicators of competence and effectiveness. The website you developed has also received many compliments, especially from our providers for its ease of navigation and logical mapping. As you know, the development process for these things was not easy because everyone had an opinion, and we were all convinced of the genius of our opinions! You did a great job of managing our energy and expectations. For these reasons, I want to thank you again for your fine work."
Carlos Lacasa
Chief Operating Office, Managed Care North America
