How Woden Integrated Revive’s Three Brands Into One Go-to-Market Story
Revive’s pioneering whole-person care platform allows self-funded groups to offer healthcare at no cost to their members. Private Equity backing and four acquisitions had built a brand with three thousand customers and four million members.
Each acquisition brought new capabilities and new team members to Revive. But messaging remained disjointed. Revive engaged Woden to align all stakeholders behind a single narrative that would unlock accelerated growth.
Woden shifted Revive’s story away from generic cost reduction to the need for high utilization that can only come from always affordable, always available, always awesome care, driving a strong cost-savings to employee-impact ratio. Revive’s StoryKernel has empowered their team to put one story into the market: the best benefit plan is the one that employees want to use.
We’ve built this thing… We knew it was great, but how do you articulate it? To grow Revive, we had to evolve that message, expand beyond the ready buyers and jolt people into thinking differently.
The Challenge
Revive’s virtual health platform provides over 80 percent of a person’s healthcare needs—primary care, pharmacy, urgent care, mental health, and more—at their fingertips and always on. Investments in quality and access have resulted in Revive being utilized ten times more than competitive point solutions.
Each new company added capabilities that make Revive’s unique whole person care platform possible. But each also brought its own language, positioning, and customer base. Teams, brokers, and customers remained closely tied to, and in some cases only aware of, the brands they came from.
Despite Revive’s whole-person offering, brokers continued to bundle it with multiple point solutions. Price-sensitive customers were missing the value of the full platform, and the team was missing the one story they needed to bring it together. Revive engaged Woden to develop a strategic narrative that would empower their whole team to unlock growth across the unified brand.
Woden’s Solution
Woden began by listening to Revive’s team, customers, brokers, and partners. Each highlighted Revive’s strong cost-savings to employee-impact ratio. But cost savings are touted by every company in the healthcare space. Customers and brokers described the same cycle repeating yearly: adding a benefit to the health plan only to cancel it a year later when savings never materialized, because people didn’t use it.
What made Revive different was how it kept its promise of savings when others could not: high utilization. Customers shared that Revive was the first benefit they offered that their members used heavily, thanks to a simple combination of access and quality care. Revive’s flat per-employee-per-month model meant the more it was utilized, the more plans saved on costly care.
Woden used the StoryKernel to entirely reframe Revive’s narrative, away from cost savings and to the belief that the best benefit plan is the one that employees want to use. Woden used the trifecta of always affordable, always available, and always awesome care to frame out the rest of the narrative. Within the hour, CEO John Lufburrow was sharing this element of the StoryKernel at a company-wide town hall.
Just over one week later, Woden was on-site with Revive at their Sales Kick Off. This was the first time the combined companies had come together as one, and the StoryKernel was used as the framework to bring together each brand and team member—and drive Revive into the market.
To empower the team to build on their story, Woden facilitated a remote StorySeminar where leadership collaboratively developed their Messaging Hierarchy. Woden’s approach enhanced the team’s alignment; guiding the Revive team to develop storytelling tools such as their brand promise—Revive will be your most used benefit, and you’ll pay less than ever—which kept the organization centered on utilization as the differentiator for the cost savings customers sought out but could never realize.
Woden used the StoryKernel and Messaging Hierarchy to craft Revive’s StoryGuide, a blueprint for how to tell their story across the customer journey. The StoryGuide gave Revive’s 300 employees a storytelling playbook to pull buyers towards them across long, complex sales cycles.
Revive has rapidly deployed the StoryKernel across their organization using StoryEngine, Woden’s storytelling AI. Go-to-market leadership uses Woden’s StoryAccelerator to keep the story and organizational goals integrated, while StoryEngine makes it easier for the team to achieve those goals with StoryEngine’s strategic guidance and feedback on cross-sell conversations, prospect strategies, content revisions, and more.
The Making of an Essential Brand
Revive is transforming how people access and receive care. The StoryKernel has empowered its team to bring that story to market, and brokers to share it on their behalf. More people have always affordable, always available, always awesome care because their health plan understands what makes Revive different.
When a company brings together multiple brands, the whole must be greater than the sum of their parts. Revive has charges towards 20 percent year-over-year growth by uniting all of its stakeholders behind a simple story they all want to be a part of: the best benefit plan is the one that employees want to use.
