Positioning a Healthcare Logistics Brand to Capture a $3 Billion Market
In 2013 LogistiCare, an $800m Healthcare logistics company, dominated the non-emergency medical transportation space (NEMT), managing over 25 million rides to and from healthcare providers annually. This dominant position gave LogistiCare distinct advantages but also constrained their ability to scale without adjusting strategy. Top executives realized their strong network (healthcare providers, members, and transportation providers) and logistics infrastructure could be leveraged to provide additional services beyond transportation thereby enabling them to reach their $3 billion revenue goal.
LogistiCare also acted to protect their core NEMT business from new market entrants. State Agencies that manage transportation for Medicare and Medicaid recipients were a primary revenue source. Every multi-year contract that went out for bid was under heavy scrutiny by local advocacy groups who flagged negative company coverage. Though LogistiCare’s error rate was low compared to overall volume of rides, accidents did occur – along with negative press.
Top executives engaged Same Page People to help them visualize, brand, and communicate the new platform we coined “LogistiCare 2.0”. We started by conducting visioning workshops with senior executives to help them launch the new platform to internal stakeholders and partners in a clear, concise and influential way. Next, we worked with executives in marketing and sales to organize, plan, launch, and manage communication programs for LogistiCare 2.0 and existing NEMT services to external audiences.
Over 3 years LogistiCare grew from $800m to 1.2 billion. Our external communication approach positioned the company to scale their services and protect their core business in a competitive landscape.