LAMMICO

The Case

Louisiana Medical Mutual Insurance Company (LAMMICO) is a physician-led mutual insurance company providing professional liability products and services to physicians and other health care practitioners in Louisiana. LAMMICO engaged   Deveney Communication to lead a strategic planning session focusing on the redevelopment of the company’s Web site. During the session, it was identified that the corporate identify needed to be updated and the Web site redevelopment would follow suit.

Our Strategy                                                                                                                                                                                                               

In order to implement a seamless change in the LAMMICO corporate identity, the Deveney team held strategic planning sessions to identify and develop the following strategies for promoting the LAMMICO brand: 1.) Coordinate a presentation on branding company-wide; 2.) Develop a committee to head all rebranding efforts; 3) Celebrate the rebranding effort through all targeted audiences; 4.) Coordinate rebranding efforts with new board of directors unveiling.

Results

As a result of our campaign, we successfully developed and launched LAMMICO’s rebranding campaign.

We successfully ensured that employees supported and fully implemented the new corporate identity. Following our presentations to employees, employees were readily familiar with the new logo and its official color.   Employees also began coming to the communication department before using the new corporate identity to discuss use and checking back to make sure they were in compliance with the style/usage guidelines. Most compelling of all, there was no use of the old identity since the new one was unveiled. There was also no misuse of the new identity since its launch.

Through our guidance, LAMMICO was able to have a quiet transition to new corporate identity among policyholders/board of directors. All comments from policyholders were positive and LAMMICO received not one negative comment. There was also a unanimous board of directors approval of new identity.

LAMMICO management realized that communication is not a bonus thing and moved to strategic communication efforts. Prior to the launch of the rebranding, management declined all media interviews, now they are taking proactive approach to media. They hired Deveney Communication for further media training and are answering request from media.

As a result of our campaign, LAMMICO grew 40% from 3,443 insureds to 5,242. LAMMICO went from second to first market share in the medical malpractice insurance market in Louisiana.