Canopy Health’s go-to-market strategy drives explosive growth

It started with a big idea:

When you support both healthcare providers and patients, everyone benefits.

Canopy Health is a physician- and hospital-owned healthcare alliance, offering Bay Area residents integrated care through a network of roughly 5,500 physicians and 30 hospitals, and the organization is constantly growing.

However, in 2015, Canopy Health was just an idea. A group of the Bay Area's premier healthcare organizations, including UCSF and John Muir Health, wanted to deliver affordable, world-class healthcare to consumers, improve access to care, and empower smaller healthcare providers.

The challenge: A competitive market + regulatory compliance

The alliance faced significant challenges. The Bay Area's healthcare market is fiercely competitive, with several large companies dominating the region and making it difficult for smaller, independent providers to gain a foothold.

Canopy Health was also going operate under a limited Knox-Keene license, which added some additional constraints on the organization.

• Could not sell products directly to individuals or employer groups

• Could not create and sell its own insurance products

• Could not actively market itself, but could educate audiences

Rather than navigate all these challenges on their own, the Canopy Health team turned to LaFleur and Monster Design Co.

Our goal: A collaborative partnership

Using a full suite of LaFleur's marketing solutions, Canopy Health met its aggressive goals. By 2018, it was the largest single-provider, high-performance network in the Bay Area.

• Grew its membership by roughly 70,000 Bay Area residents

• Expanded its geographic service area by 60%

• Added more than 1,000 healthcare providers, three hospitals, and dozens of care centers within its first two years

• Successfully launched the MyCanopyHealth app, member portal, and Virtual Visit (telehealth) program

• Achieved a 50.9% higher time on page than the industry average (June 2019)*

*Based on Brafton 2017 Content Marketing Benchmark Report

The Canopy Health team knew they could trust LaFleur's experts. Our team built scalable solutions, continually improved the alliance's marketing strategies, and provided a responsive client experience.

How we did it

From the beginning, we acted as a fractional marketing team, partnering with Canopy Health's internal marketing leaders and director of business development. LaFleur spearheaded all digital aspects of the project and took on comprehensive project and budget management-letting Canopy Health's team focus on other priorities.

We targeted multiple audiences: current members, insurance brokers, healthcare providers, and employers whose plans included Canopy Health. Then, we created a series of compelling narratives, using modular content, earned media, and advertising that complied with the alliance's limited Knox-Keene license. LaFleur's work included:

• Website development and design

• Competitive analysis and market research

• Thought leadership strategy and content creation

• Marketing automation services

• Pay-per-click advertising

• Video production

• Social media marketing services

• Event marketing support

• Public and media relations

Are you ready to turn your idea into reality?

If you're looking to grow your organization or launch a go-to-market strategy, LaFleur's experts are here for you. Schedule a no-pressure call, and we'll help you identify which workshops, tools, and marketing strategies make the most sense for you.