Perhaps the best way to understand what we do and how Statler Nagle can benefit your organization is to take a closer look at what we’ve done for others.
Feasibility Study Informs a Sound Decision
The Challenge: The vaccine industry is challenged by both a lack of awareness and consumer hesitancy regarding adult immunizations resulting in a combination of slow market growth and low national vaccination rates. (The primary adult vaccines by volume and CDC recommendation are for influenza, pneumonia, whooping cough and shingles.)
Statler Nagle was hired by a leading vaccine manufacturer to evaluate the feasibility of a national adult vaccine promotion program to be cooperatively funded by all the pharmaceutical companies that market vaccines. The most critical aspect of this project was in understanding the attractions and barriers of the idea among a group of global competitors, including potential campaign scope.
Our Solution: Our comprehensive Feasibility Study included an extensive document review, interviews with more than 50 individuals from 24 stakeholder entities including the relevant governmental agencies, a research gap analysis, and comprehensive return on investment (ROI) modeling.
The unique ROI model, developed with our long-term partner Prime Consulting Group, demonstrated the projected national ROI of the program across multiple products with varying growth rates, and provided a linked model that calculated projections of proprietary ROI for the individual companies. (While we cannot share that actual model we invite you to contact us for a demo of its core functionality.)
The Results: We provided a roadmap that identified which stakeholders were most important to forming a program, with an assessment of the points of consensus and conflict between companies. The report also included recommended strategies for:
- Stakeholder management
- Consensus building and conflict management
- Equitability and program funding
- Industry governance and management controls
- Government policy rationale and early indications of support
Overall, our Feasibility Report indicated strong potential for a national campaign in terms of improving vaccine sales; however the ROI outcomes modeled were not compelling enough to cause some of the companies to invest. It is not always true that a programs feasibility will yield sufficient business promise to drive to program formation, but the funders of this study were confident that they had arrived at their conclusion fully and adequately informed and with all critical questions answered.
The Alliance for Lifetime Income
The Challenge: America is approaching a retirement crisis. Many seniors will run out of money during their retirement and be unable to survive on Social Security alone. Pensions are no longer offered by employers or demanded by employees. The 401(K) plans that have replaced pensions are vulnerable to market corrections and leave those on the verge of retirement seriously exposed to risk. Thus, the need for protected lifetime income has never been greater – a need annuity products can fill – and yet its role in retirement planning has been in a long decline. Misinformation and misperceptions about annuities have gone unanswered.
This was the situation several industry leaders brought to Statler Nagle in late 2017 and asked, “What can be done?” How can the industry reframe and reposition annuity products with consumers and financial advisors in order to drive better business results while helping retirees overcome their retirement challenges with the benefit of income for life?
Our Solution: Statler Nagle provided the guidance and support the group needed to create a new non-profit organization, the Alliance for Lifetime Income (ALI), along with a national marketing campaign, “Protect Your Income – Retire Your Risk.” This campaign is currently working in the marketplace today.
Decades of experience managing industry-led coalitions and industry-level campaigns enabled us to accomplish a huge number of complex tasks in very short order:
- Successful formation of a non-profit entity, with member recruitment and group consensus on governance structure
- Identifying and filling research gaps
- Hiring and managing agency work
- Developing a campaign marketing strategy
- Creating a working return-on-investment model
- Overseeing a budget and launching a national campaign
ALI’s campaign utilizes a combination of push and pull marketing tactics to achieve the ideal market environment for the sale of annuities. The campaign delivers education that motivates more consumers to investigate and ask their financial advisors about annuities. At the same time, the campaign empowers financial advisors and other stakeholders to better understand and discuss the new world of annuities with consumers. Look for our ads on TV and radio encouraging you to Retire Your Risk.
The Results: In under a year, Statler Nagle was able to launch ALI, a well-researched and strategically driven non-profit 501(C)(6) comprised of 24 members representing life insurance companies and asset managers, committed philosophically and financially to making lifetime income an important part of the retirement discussion.
While the “Retire Your Risk” campaign just launched in 2018, early results show a marked increase in the industry’s share of voice in the national retirement planning conversation, increased positive sentiment in discussion on social media and engaged and activated a wide range of stakeholders from multiple segments, including other retirement focused non-profits, the Financial Advisor community, and many others.
Giving Birth to the End of Hep B
The Challenge: Despite national recommendations to administer a birth dose of hepatitis B (HepB) vaccine to all newborns, approximately one third of all newborns leave the hospital unprotected. As a result, nearly 800 U.S. newborns are chronically infected with life threatening hepatitis B each year due to perinatal exposure. There is no direct incentive for hospitals to take action on this issue. In 2013, IAC – a leading advocate for birth dose immunizations – completed a groundbreaking policy and best practice publication to help hospitals that lack newborn HepB immunization policies implement Centers for Disease Control and Prevention (CDC) recommendations. IAC had very limited funding and personnel resources to promote this effort.
Our Solution: Statler Nagle developed a strategy to harness the efficiency and strength of Word of Mouth advocacy to reach the target audience – hospital policy decision-makers – through a “surround sound” approach, partnering with state perinatal hepatitis B coordinators and professional medical and patient advocacy associations nationwide. We modeled best practices through a case study from Albany Medical Center, which in 2009 initiated a program to vaccinate all newborns within 12 hours of birth, and achieved 99% vaccination rates by 2012.
At an event and webcast headed by an all-star team from Immunization Action Coalition (IAC,) CDC and the New York State Department of Health, we launched the IAC publication, Hepatitis B: What Hospitals Need to Do to Protect Newborns and honored Albany Medical Center as the inaugural member of IAC’s Hepatitis B Birth Dose Honor Roll – recognizing hospitals and birthing centers that have attained high coverage rates for HepB vaccine at birth.
The Results: Together with IAC, we motivated 43 influential stakeholders organizations to both attention and action, establishing awareness of the birth dose as an opportunity for improving hospital and system performance among 600,000 targeted health care professionals. A year later, there are over 90 hospitals on the IAC honor roll and the number continues to grow.
Building Sales for a Declining Industry
The Challenge: Canned food consumption rates, and national sales overall, were in a long-term decline with losses to can manufacturers of almost $2 billion over 10 years. The metal can manufacturers wanted to find a way to support their customers (the consumer packaged goods food and packing companies) in reversing these negative trends, but were wary due to long history of communications programs that failed to live up to expectations.
Our Solution: Statler Nagle provided two foundational ideas to give the Can Manufacturers Institute (CMI) board confidence in the viability of a new program. Each of these ideas were best practices from other successful programs, but they were integrated in a fresh way to match the canned food industry structure.
First was a detailed, business-oriented approach to success metrics and measurement that focused more on sales and business outcomes and less on the traditional “soft” measures of awareness, attitudes, impressions, etc. Key metrics include can unit sales, per capita consumption rates, and brand and retail partnership contribution value as a multiplier of funder budgets. Second was an innovative program architecture that melded consumer communications, nutrition influencer outreach and direct sales to build partnerships with brands and private label companies (like Bush Bros, Del Monte, etc.) and supermarket retailers (like Winn Dixie, Raley’s, Weis and Meijer.)
The Results: After one full year of operation, the program is showing positive business impact on multiple levels, giving the funders confidence they are on track to deliver the direct business outcomes they targeted for a three year initial commitment:
- The decline in canned food sales has slowed by almost 10%;
- Per capita sales declines began to level off;
- The canned food segments targeted in year one show increases;
- Brand and Retail partnership penetration is on track to meet or exceed goals.