This past month Marketing and Communications focused on initiatives that underscore our thoughtful approach to shaping Wayspring’s messaging, positioning, and core marketing infrastructure, laying the groundwork for future growth and scalability.
Messaging Refinement
To strengthen our message framework across all channels and target audiences, we conducted nine content interview sessions with 20 individuals across the organization. These conversations are not only instrumental in helping us craft better content, but they also play a critical role in aligning how we, as an organization, talk about who we are and what we do.
Through these interviews, we uncovered key themes, nuances, and gaps that need to be addressed to strengthen our market positioning. These insights are shaping both our communications strategy and go-to-market approach. This foundational work also equips us to build a robust thought leadership platform, create compelling website content, and develop campaigns that inspire action and deliver measurable results for Wayspring.
Cross-Departmental Collaboration
We also collaborated closely with various teams to explore potential product and service offerings that can be marketed to health plans. Our focus has been on defining overall positioning, value propositions, naming architecture, and the impact on the buyer experience. More to come on this work once it’s ready for debut.
New Campaign Landing Pages
Another body of work that we are proud to support is the creation of new campaign landing pages for the MPS team. These pages offer greater clarity on how Wayspring can support members, strengthen the connection to the health plan, and provide a clear call to action for learning more and getting started. These landing pages are currently accessible through campaign-driven URLs and QR codes. Delaware is leveraging them in their environmental advertising on billboards, bus signage, and soon flyers. Other markets will utilize them for flyers distributed to facilities. Check out the landing pages:
Examples of Delaware’s environmental advertising which is connected to their new landing page.
SharePoint Improvements and DokShop Rollout
We’ve also made significant improvements to our SharePoint page, enhancing navigation and accessibility for digital assets, project initiation, newsletter content submission, and more. Additionally, we’re finalizing the rollout of DokShop, Wayspring’s brand activation platform. DokShop will provide a centralized location for accessing digital marketing assets, ordering contact cards, and purchasing branded items. We’re excited to announce the official rollout date soon.