Just a few short years ago, while analyzing the highly competitive Ohio health insurance market, trying to find a game-changing way Medical Mutual could differentiate itself in the highly competitive and crowded marketplace, the light went on.
I knew that Medical Mutual had something none of our competitors had — a 2,400-person sales force, our entire employee-population, all living and working in Ohio.
So, I started thinking about a customer loyalty program. What if we could prove to companies doing business in Ohio that there was enormous added value to being a Medical Mutual customer?
And, what if, we could encourage employees to shop with those businesses that offered retail products?
I knew that if a program could be developed to answer those questions, then Medical Mutual would be unique in the health insurance market.
Building appreciation
Playing off the company name, the moniker Mutual Appreciation was born. Soon, the IT team was developing a database allowing employees to log their purchases and receipts on a website.
A mobile app soon followed, enabling employees to log a purchase and instantly locate a retail customer. The app also included a map showing them how to get there.
Employees were soon logging their purchases on home computers, as well as at the office or on the go.
One question remained: How would we encourage our 2,400 Ohio employees to participate? What if we offered them cash prizes and gift cards for attaining a certain dollar level? As a leader, I knew I had to build excitement, keep the momentum strong and identify other ways to encourage employees to participate.
Rewarding employees for their participation worked liked a charm. The buzz among Medical Mutual employees was huge. The competition became fierce.
Businesses have been quick to recognize the value and impact of Mutual Appreciation. Leadership recently led employees in a Mutual Appreciation cash mob at a Northeast Ohio restaurant chain and helped a local grocery store with a charity shopping spree, which benefitted its regional food bank partner.
Demonstrating loyalty
We are able to craft reports for our business customers to demonstrate loyalty, and being able to track employees’ buying power effectively communicates the results and benefits of Mutual Appreciation directly to those customers.
To date, Medical Mutual employees have spent $50 million doing business with our business customers. This year alone, nearly $13 million has been driven through the doors of Medical Mutual’s business and retail customers. During November’s Small Business Saturday, employees spent nearly $80,000 in one day with smaller business customers.
From the beginning, it was clear that as the number of purchases grew, so too would the impact on the customer’s bottom lines. That’s a powerful message.
The bottom line is everybody wins — local businesses, the local economy, Medical Mutual’s employees and our company. Now that’s mutual appreciation.
Rick Chiricosta is chairman, president and CEO of Medical Mutual of Ohio. Visit www.medmutual.com.
