Transforming Fitbit's B2B & B2B2C Strategy

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While Fitbit is widely known as a fitness accessory for individual users, a significant branch of its business focuses on B2B and B2B2C strategies. Fitbit has established corporate partnerships with hospitals, corporations, and health insurance providers worldwide. The goal was to promote Fitbit's value to end users, thereby motivating insurance providers and corporations to include Fitbit in their health insurance plans.

The primary challenge was to shift the direct communication focus from the end user to health insurance providers, who are the actual customers.

• Shift Communication Focus: Health insurance providers are the actual customers, yet 53% of users still perceive Fitbit primarily as a consumer brand.
• Positioning in a Crowded Market: In a market crowded with health-related add-ons, positioning Fitbit as a compelling reason to choose specific health insurance plans was essential. Notably, 72% of consumers are more likely to enroll in health plans offering wellness benefits.
• Navigating Wellness Programs: Navigating the landscape where 60% of health insurance providers emphasize wellness programs to reduce costs and improve user engagement was crucial.
• Tight Margins in Health Insurance: Motivating insurance providers to allocate funds for a healthcare partnership with Fitbit in an industry known for tight margins was challenging. Health insurance operates on an average margin of only 3% to 5%.

To tackle this challenge, we developed a strategic approach:

• Brand Persona Creation: Crafted a brand persona aimed at end customers while ensuring alignment with the messaging used by health insurance providers.
• Value Proposition: Formulated a value proposition suggesting, “If your health system/insurance provider truly cares about you, using a Fitbit would be part of their offering.” This was designed to enhance the B2B2C dynamic.

• Market Landscape Analysis: Identified and analyzed competitors offering similar value propositions.
• Primary and Secondary Surveys: Conducted surveys to gather insights from both end users and insurance providers.
• Competitive Audit: Performed a detailed competitive audit to understand market positioning.
• A/B Testing: Implemented A/B testing to refine messaging and identify the most effective communication strategies.
• Budgeting and Managed Care Understanding: Analyzed the budgeting and managed care sections of target hospitals and insurance providers to tailor our approach effectively.

• Integrated Marketing Campaigns: Implementing campaigns that integrated the new value proposition across multiple channels.
• Outreach to Insurance Providers: Engaging top insurance providers and healthcare networks in the United States, presenting tailored proposals and creatives.
• Content Marketing: Creating high-quality content to communicate the benefits of Fitbit's integration in health plans, including case studies, whitepapers, and testimonials. Delivering dedicated messaging strategy and platforms to all three audiences 1. Payors 2. Employers 3. Providers
• Social/Digital Strategy: Leveraging social media platforms to amplify the message and engage with both end users and B2B partners.
• Web Strategy: Designing dedicated landing pages focused towards B2B audience and partnering with current clients to promote this offering on their website while boosting SEO keywords.