The definition of strategy that I subscribe to, is that strategy is a plan to create and capture value. The 'Redefine' campaign for Medica supports this definition perfectly.
Because consumers are at different levels of personal health ownership, we need to communicate with them differently. We must recognize that a small success for one person, may be to much to ask for another.
This campaign encourages consumers to redefine, in their own terms, what health and wellness can be. The concept is broad enough to allow for active on-site events that encourage consumers to tell us how they 'Redefine' health and wellness. Which automatically engages them and allows consumers, with our help, to create a customized action plan. Thereby creating ownership, a sense of direction, the feeling of support, and delivering value to the organization.
