VRI was being outpaced in the market by competitors after a quick rise for their quality service and outstanding response times to Personal Emergency Response Systems (PERS). These systems are placed in the individual's homes to help them during emergency situations such as falls, intruders, or general medical issues inside of the home. VRI worked with 3 different sources to get their product to market; Governments, Private Payee's, and Third Party Resellers.
During 2013, VRI looked into how to grow the Recurring Monthly Revenue for the Government Payers in the Northern Ohio area, held tightly by Phillips Lifeline - VRI's biggest competitor. The cap rate for these units would become a fixed rate $29.03 on a specific date, with all the clients being held at that time transferred to that rate. VRI looked to gain an increase on overall clients at a lower rate so that when the cap rate hit VRI would see a bump in RMR - a short-term loss for a long-term gain.
One of the largest barriers was that VRI did not offer a cellular unit at the $26.00 rate because it fell below the minimum threshold of operation. However, at $29.03, the unit became profitable. Because many clients lived in rural areas or had adapted to a "Cell Phone Only" household, VRI was able to implement these mobile units. By creating a new branding and marketing effort, VRI was able to capitalize on the market and increase it's market share when the cap rate hit.
In addition to the unit not being available to all - VRI had a branding challenge of being "stale" and a facelift of all of its marketing materials needed to happen. See below for examples.
In an effort to keep consistency, a style guide was created and followed throughout all of the branding and design process, something that was created in the beginning of tenure at VRI.
Brochures - Before
Brochures - After (Mobile Unit)
The brochures were updated to reflect the demographic in the marketplace and improve the flow of readability of the documents to all the individuals who would be reading the brochures. During the discussions, value statements were included to show how putting a unit like this in the home would help increase mobility due to its "wear-anywhere" service radius.
Included were an easy to read, "How it Works," as well as a quick, "How to Get Started," section as soon as you open the brochure flap. On the front of the new brochure - a bold headline in red with "MobileCare Medical Alert" was added so that when these brochures were inserted into a brochure holder, they would stand out from the rest of the marketing by other companies and held true to the VRI Brand Colors.
Pop Up Displays
Included in this effort was an increased marketing presence at trade shows, a key source to gain new government clients. Sales representatives would attend these shows and meet with the referring parties and pass out flyers to show the benefit of using our services. The new presence is shown below.
In conclusion VRI did see an increase in RMR from the Northern Ohio area. By offering a combination of increased marketing/brand presence and offering the new unit in the area, VRI was able to gain more clients from its competitor before the cap rate became effective and saw long term gains in the market.