Eye Opener Ancillary insurance brands like EyeMed Vision Care, America’s fastest growing vision benefits company, have a tough time getting face-time with busy brokers and employer decision makers.  For EyeMed, winning over key broker relationships is among its top priorities. As its direct marketing agency, Responsory is continually helping EyeMed test new multichannel approaches that generate leads and build relationships with its target audiences. This time our charge was to create a fresh approach to meet a high response rate goal, while looking for ways to optimize ROI. FORMAT [...]

Breathing New Life into a Historic Membership Organization Client: Civil War Round Table of Milwaukee At over 70 years old, the Civil War Round Table of Milwaukee was suffering from the negative affects of a decrepit brand identity and dilapidated web presence. Of the 300+ Civil War round tables in the US, CWRT of Milwaukee boasts the second largest membership.  But the organization’s board was worried about losing members and not being able to recruit new members without having a functionally sophisticated website that could properly promote events, solicit new members, and integrate with social media. Responsory preserved the rich [...]

New Pharma Site Strikes Important Balance Client: Hikma Pharmaceuticals The prescription for this pharmaceutical website was to strike the right balance between serving patients and healthcare professionals. Ready to promote its black box rheumatoid arthritis drug Ridaura®, Hikma Pharmaceuticals (formerly West-Ward Pharmaceuticals) called on Responsory to develop a multi-purpose, educational website. With the goal of addressing needs for both patients and healthcare professionals, we rolled up our sleeves and set to work. Black box drugs can often generate more questions among concerned patients. One of our priorities was to help answer those questions for patients and seamlessly put those answers in [...]

A New Course of Action Leads to a Healthy Prognosis for Pharma Drug Client: Hikma Pharmaceuticals What started as a comprehensive digital marketing audit for a young brand has resulted in a major overhaul and remarkable growth within a 12-month period. 17% boost patient savings card downloads 20% more sample kit requests 28% uptick in time on page 197% increase in referral traffic 1,185% surge in paid search traffic A comprehensive audit and fact-based analysis Hikma Pharmaceuticals (formerly West-Ward Pharmaceuticals) asked Responsory to conduct a thorough audit of its ailing Mitigare website, [...]

Fast Pharma Launch Fueled by Proven Process Client: Hikma Pharmaceuticals With a relationship already steeped in a number of marketing and digital successes for its Mitigare® gout flare prevention medication, Hikma Pharmaceuticals (formerly West-Ward) knew it could count on Responsory for an agile strategy, calculated creative and quick turnaround for its new product launch. The drug product launch roll-out for ritonavir needed a brand identity, collateral, email and website developed virtually overnight. Embarking on a new product launch initiative is no easy task, and even more complicated for a pharmaceutical drug. Thanks to a proven process we’ve been practicing and honing for nearly two decades, called Direct BrandingSM, Responsory was more than [...]

A Total Overhaul for Transworld Systems’ Website Client: Transworld Systems, Inc. The financials sector leader, Transworld Systems, Inc. (TSI), realized that its problematic site was difficult for users to navigate and did not support their search engine optimization goals. With an eye on re-engineering its online presence to solve these issues and capture more market share, TSI called on Responsory. RESULTS: Just over 6 months later, the renovated and optimized TSICO.com was live. Enjoy this Quick Tour of the new TSICO.com: If you’re looking for a website partner, consider this. Responsory embarks on every client initiative with the intention to create a long-term partnership. [...]

Marketing Audit Uncovers a Golden Opportunity for Technical College Client: Waukesha County Technical College WCTC, a long-standing provider of accessible career and technical education in Waukesha County, Wis., needed a fresh perspective on its current marketing efforts. Like many technical and trade schools in the nation, the college was faced with declining enrollment and looking to turn this trend around. Responsory applied our proprietary Direct Branding℠ method to conduct a marketing audit and develop an integrated marketing plan and framework for future campaigns. During this process, we uncovered a key audience insight. WCTC’s marketing efforts were focused on and targeted toward high school-age students. [...]

New Creative Beats Control: Reduces Cost per Lead 30% Client: iCare Independent Care Health Plan iCare Independent Care Health Plan specializes in dual eligibility health insurance plans for low income residents in Wisconsin who qualify for Medicare and Medicaid. Several years ago, the company approached Responsory to provide direct marketing counsel and improve its marketing ROI. The existing control had a strong response rate, but it was expensive to produce. In addition, response was starting to wane. Responsory designed three initial direct mail concepts to test. One of our concepts immediately beat the existing control with an excellent response rate [...]

Strategic, Integrated PR Program Reaps 11 to 1 ROI Client: Gardner Bender For over 60 years, Actuant's Gardner Bender brand of electrical tools, voltage testers, and wire management products has been a mainstay in the electrical aisle of leading retailers. In addition to professional electricians, contractors and plumbers, these products are used by “do-it-yourselfers” working on projects around the house. As agency of record, we worked with electrical products manufacturer Gardner Bender to launch its first-of-a-kind line of Circuit Alert professional-grade hand tools. The goal? To generate industry-wide awareness for the unique tools, support sales efforts in retail and distributor channels, [...]

Innovative Smart Zones Program Attains the Impossible Client: EyeMed Vision Care How do you market a tailored message to a highly specialized audience segment when you don’t have a customer or prospect list?     When EyeMed Vision Care approached Responsory with this seemingly impossible task, the vision insurer wanted to inform recent retirees of a select employer that they were now eligible for EyeMed vision benefits. The catch? EyeMed did not have access to any identifying information – no names, mailing addresses or IP addresses. . . nothing. All we knew about the audience was the name of their previous employer and their employment status (recent retiree). We knew this was [...]