Ontario Medical Association Insurance

Once the Advantages Retirement Plan brand strategy was fully defined, Yield developed a creative platform around the theme, “Reserve your Retirement”. This spoke to the exclusivity of the program for doctors, while providing a strong call to action that would invite physicians to participate. The go-to-market program was based on a multi-stage, omni-channel campaign combing a soft and hard launch over a period of six months. There were four key pillars to the plan:

• Building the Influencer Network
• Creating Interest & Demand
• Capturing Early Adopters
• Omni-channel Launch Campaign

Building the Influencer Network

The core of the influencer network was the OMA Council, 270 elected members from across the province who would be meeting in November 2019 for their annual conference and whose endorsement and participation would be critical to the program’s success. To that end, each council member received an outreach package from OMA prior to the meeting that outlined the benefits of the program and why they should consider participating.

Additionally, two videos were created, one targeting council members with an endorsement message and program recommendation from their peers, a second video that was more educational in focus and was sent to all members providing detailed information around each pillar of the retirement program.

The council meeting also featured a custom-designed Advantages Retirement Plan booth, created to look like a cottage retirement scenario, manned by consultants who could explain the program and pre-register council members.

Creating Interest & Demand

In parallel with preparations for the Council meeting, a landing page was created to provide more information and detail on the Advantages Retirement Plan while capturing the contact information on interested site visitors. We also placed 3 successive articles in OMR, the OMA’s in-house magazine to make the case in an advertorial type format for the Advantages Retirement Plan, why members should re-think their retirement readiness and why the plan was best for them.

Capturing Early Adopters

To acquire early hand raisers, Yield developed a pre-registration package for members who expressed interest in the program on the landing page/marketing website. The package was customized according to the four career/life stages of physicians:

• Getting started
• Getting serious
• Ready for retirement
• Retirement

Omni-channel Launch Campaign

The launch campaign utilized a mix of print and digital channels in order to reach doctors in the media they were most likely to consume. Insert advertorials in OMR and Scrub-In (for early stage docs) as well as inserts and ads (print and digital) in the Medical Post, a national publication sent to doctors across the country. Additionally, there were info-bites capturing key pillars of the value proposition deployed in OMA owned and social media channels