A New Reality for Personal Healthcare
With a simple integration that supports healthcare insurance and Medicare beneficiaries, Simplee is a comprehensive Mint.com-like portal for managing personal healthcare spending. Founded by a former eBay executive and based on his real-life experience with the unanticipated cost of healthcare, Simplee enlisted The Faction Agency to launch its groundbreaking new service and showcase how it makes life easier.
We devised a launch strategy that was meant to drive new users to Simplee, and land coverage of the service in mainstream consumer publications to highlight its ability to solve the nightmare of managing medical bills and tracking healthcare expenses. But that was just the tip of the iceberg: as we began the countdown to Simplee’s launch, a direct competitor unexpectedly arrived on the scene only a few days before our intended debut with a glowing story in exactly the same news venue we had targeted for the Simplee launch.
MEASURE OF INFLUENCE
We knew about the competitive story within minutes and quickly went to work re-crafting our strategy based on the rapidly evolving landscape. Leveraging the changed circumstances to Simplee’s advantage, we turned the tables on Simplee’s competitor with a revised set of high-impact messages meant to de-position the competition and ensure that Simplee was clearly understood as a superior offering. Our program resulted in coverage that significantly outpaced the competition, produced a massive jump in traffic for Simplee, and was ultimately credited by executives for virtually 100 percent of new sign-ups in the first six months. The final count included landmark attention from famed lifestyle reporter Regina Lewis on The CBS Early Show, The Kim Komando Show, TechCrunch, CNET, The Wall Street Journal, Lifehacker, AOL Daily Finance, Business Insider, Bankrate, The Huffington Post, GigaOM, Money, and Forbes. Exploiting the success of PR in driving consumer adoption of the service, Simplee then secured multi-million dollar funding to continue product development and customer acquisition.