TriZetto Kicks Off Positioning Campaign

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TriZetto Group Inc. has kicked off a direct mail and print advertising campaign to position the firm as an industry leader in healthcare technology solutions.


The campaign targets HMOs and company benefits administrators on lists maintained by TriZetto, Newport Beach, CA. Testimonials from TriZetto clients plug the company's record in improving the healthcare industry's operational efficiency.


"It's just that we want people to recognize the TriZetto name and what they do and what they offer and relate them to real success stories," said Mike Wheeler, principal of TriZetto agency Cronin and Co. Inc., Glastonbury, CT.


TriZetto offers proprietary and third-party software on a licensed or hosted basis, consulting and business services such as billing, claims and enrollment processing. Clients include more than 500 payers, providers and benefits administrators.


The testimonials beat the drum for TriZetto's work for many of these clients. The mailers and print ads bear headshots of client-side managers extolling TriZetto's work for their firms.


Among the endorsers are senior managers from HealthNow New York Inc., Altius Health Plans, Humana Inc., BlueCross BlueShield of Tennessee Inc., Orthopaedics Indianapolis, the Medical and Surgical Clinic of Irving, San Jose Medical Group, Talbert Medical Group, Tower Life, the Epoch Group, and Employee Benefit Claims of Wisconsin.


Mailers run the identical copy as the four print ads. All communications carry this message: "Different challenges. Different visions. {One source.}" The tag line reinforces that: "Healthcare technology solutions. One powerful source."


While not response-generating messages, the copy does ask readers to call a toll-free number or visit trizetto.com.


Mailers for HMOs dropped to 3,000 chief information officers, chief financial officers, chief technology officers and CEOs. An estimated 4,000 mail pieces go out in mid-February to senior executives at benefits administrators.


The media plan includes trade titles like Health Data Management, Healthcare Informatics, Health Management Technology, Advance for Healthcare Execs, Self Insurer, Business Insurance, HealthPlan, HealthLeaders, MGM Connexion and Group Practice Journal.


TriZetto's campaign addresses key issues for healthcare organizations struggling with challenges like cost control and the Web enabling of businesses.


Tami Santucci, senior account executive at Cronin, said using information technology to solve these issues carries risks, thus forcing healthcare executives to be cautious about introducing new systems. TriZetto's marketing effort aims to allay those concerns.


Of course, a more mundane reason for the outreach is the impact of the many acquisitions made recently by TriZetto. The acquisitions include Erisco Managed Care Technologies and Resource Information Management Systems.


"TriZetto has within the last year acquired a series of companies, Santucci said, "and there's confusion in the marketplace, and they're better known by some of the products or brands they own."


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