The objective outlined aims to bolster brand perception by proactively addressing key pain points of members through the creation of compelling COPE (Customer Owned and Personally Enabled) testimonials. To streamline the testimonial creation process, the plan involves hiring actors and voice-over talent, granting greater control over production quality and scheduling. Specific guidelines are in place to ensure compliance and ethical standards, including maintaining anonymity, avoiding competitive comparisons without aggregated data, utilizing verbatim responses, and transparently disclosing the use of actors.
The strategy further involves producing a full-length video and then segmenting it into shorter, standalone testimonial pieces during post-production. This method aims to maximize the portability of the content for the company while enhancing engagement for members. Additionally, there’s a focus on deploying bite-sized testimonials strategically, aligning them directly with the intent of various communications. For instance, a verbatim quote about positive experiences with Anthem’s coverage during a hospitalization related to COVID-19 could be placed effectively in the footer of a relevant email communication.
Overall, this multifaceted approach not only addresses member pain points proactively but also ensures compliance with ethical standards. By leveraging actors and voice-over talent, the company gains control over testimonial production while maintaining transparency with its audience. Moreover, the segmentation of content and strategic deployment of testimonials maximize their impact and resonance with members, ultimately contributing to an enhanced brand perception and improved customer satisfaction.