Full Service Agency Wins Independent, Nonprofit Health Plan
AOR
RSW Client Type: Full Service Agency Focused On B2C End Consumer Brands
Client Verticals: Nonprofit health plan, Insurance
UCare is a nonprofit health plan based in Minnesota that provides Medicare, Medicaid, and individual marketplace coverage. It focuses on offering accessible and affordable healthcare solutions, serving a diverse membership that includes individuals, families, and people with special health needs. UCare partners with healthcare providers and community organizations to improve health outcomes through innovative care programs and personalized support.
1. Kickoff
The program begins with a comprehensive 3-hour briefing session, preceded by our review of existing agency materials, such as capabilities decks, content, collateral, and proposals, to understand how you currently position yourself externally. During the briefing, we explore your specific work, future vision, key business challenges you solve for clients, and delve deeply into your firm’s philosophy, character, and expertise. We also identify your top “reasons-to-believe”—both functional, like category expertise or unique insights, and emotional, such as creative tone and the feelings it evokes—to craft a compelling narrative that clearly differentiates your firm. Leveraging our extensive experience from collaborating with agencies and discussions with hundreds of agency leaders, we develop targeted messaging and strategic programs designed to capture prospects’ attention and motivate meaningful engagement with your firm.
2. Experienced New Business Director
Each program is led by a tenured New Business Director (NBD) with 10-15 years of experience in sales and marketing, who integrates into your agency’s team. To the outside world, they appear as a direct extension of your firm, with a dedicated email, voicemail, and phone line. Their role extends beyond setting meetings—they guide strategic follow-ups, nurture prospects, and provide consultative support to move opportunities closer to close.
3. Targeted Prospecting Lists
Our prospecting lists are custom-built and verified by human intelligence, ensuring higher quality and relevance. We leverage a combination of list platforms, research tools, AI-driven insights, and intent tracking to identify companies actively searching for services like yours. Unlike generic database pulls, our lists are strategically refined, reviewed quarterly, and continuously updated based on real-time data, giving your outreach a sharper competitive edge.
4. Business Development Process Driven by an Omnichannel and Expertise-Driven Approach
We employ a multi-touch, omnichannel approach—combining phone, email, LinkedIn, direct mail, and technology-driven insights to build awareness and engagement. Our process strategically integrates personalized outreach, thought leadership, and our tech stack to ensure that prospects are engaged at the right moment. Each campaign is designed to maintain a balance between technology-driven efficiency and human-led relationship building, maximizing opportunities for meaningful connections.
5. Coaching & Counseling
Beyond prospecting, we coach and counsel agency leaders throughout the new business journey. This includes preparing you for meetings, strategizing follow-ups, refining proposals, and optimizing your agency’s positioning to close deals effectively. We also provide ongoing insights into industry trends, digital marketing best practices, and recommended improvements to your website and social presence to enhance credibility and conversion.
6. RSW/US Tech Stack
We leverage a robust tech stack to enhance every aspect of its business development programs. The platform includes tools like Instantly for automated yet personalized cold email outreach, PhoneBurner for efficient dialing, and Visual Visitors for tracking website engagement. Additionally, ZoomInfo, AI-driven list-building platforms,, and LinkedIn Sales Navigator help identify high-value prospects at the right time. These technologies, combined with RSW/US’s human-driven strategy, ensure agencies reach the most relevant decision-makers while maintaining a tailored and data-informed approach to new business development.
