1. Overview
As a leading player in the health insurance industry, HealthFirst’s reputation thrives on its ability to innovate and adapt to market trends. To enhance the digital capabilities of their workforce, HealthFirst sought a relevant, in-depth, and effective professional education course focused on improving the digital skills necessary for modern health insurance practices.
- Client: HealthFirst
- Industry: Health Insurance
- Services: Consulting Services, Website Design & Development
2. Challenge
As Head of Learning and Development at HealthFirst, Sarah Thompson’s mission was to elevate the digital marketing standards across the organization.
Our aim was to ensure that every marketer at HealthFirst meets what we describe as a minimum acceptable standard of digital marketing skills, knowledge, and capability, enabling them to apply that knowledge effectively in their roles and positively impact our clients.
However, HealthFirst has a vast workforce that is distributed across multiple regions. John Martinez, a Learning and Development Specialist at HealthFirst, recognized that an online solution was essential for their digital marketing training needs.
“HealthFirst is a large organization. To reach all the marketers across different locations, an online platform where they can learn consistently is the most effective approach,” said Martinez.h.
3. Solution
The Digital Marketing Institute recognized early on that HealthFirst is a company aiming to lead rather than follow market trends. They didn’t just want a foundational understanding of digital marketing; they also wanted their staff to be well-informed and current in their knowledge and skills to better anticipate the needs of their clients.
“I have the utmost confidence in the Digital Marketing Institute, both in terms of content quality and their global certification standards, which we could apply across all of our markets,” stated Thompson.
Fortunately, HealthFirst already had a learning management system (LMS) in place. This established LMS meant that their staff understood the benefits of online learning. The next step was to find the right partner to provide the relevant content.
To kickstart the program, The Digital Marketing Institute collaborated with HealthFirst to identify the most relevant topics and courses for their staff. They then agreed on a global user license that granted access to 15 of the DMI modules. HealthFirst employees could choose from modules in both the Professional Diploma in Digital Marketing and Specialist Diplomas tailored for the health insurance sector.
4. Results
The Digital Marketing Institute team worked closely with HealthFirst to integrate essential modules and content into their LMS, facilitating easy access for their global workforce to train together, anytime and anywhere. The video-based learning content is now utilized by HealthFirst staff worldwide.
A successful launch was supported by various creative promotions—ranging from e-flyers to newsletters—that generated awareness and enthusiasm for the courses through internal campaigns. Today, the Digital Marketing Institute continues to collaborate with HealthFirst to certify their workforce and help the company realize its full digital potential in the health insurance landscape.
