Growth Strategies - Promotion
- Lack of brand recognition consistently identified as a barrier to growth in NY
- Health Net media spend lowest of major New York competitors
- Average spend in NY metro area is $4-5 million
- HN-NE budgeted media spend of $6-8 million in Fall 2002
- Plan for spend
- Market research to determine optimal way to spend (May-June)
- Develop campaign (June-July)
- Implement (August-November)
- Increase sales and underwriting staffing