Your identity. How you tell your story. How your clients, as well as how your own employees view your organization. More specifically, your worker’s compensation management program. I’m Michael Stack with Amaxx, and today I’m going to be talking about branding. The importance of it, as well as how you apply that concept to your work comp management program as one of the first steps of implementation.
Two Words Create Immediate Understanding & Expectation
Now, one of the longest standing and most respected organizations in our industry, this week is launching a re-branding campaign. The company I’m referring to is Ringler. I want you to take a look at what they’ve done, because when I saw the new brand, I was both inspired and impressed. If you look at this new brand, you’ll see two words: “Everybody wins.” To give you a little bit of context here, Ringler provides creative and objective settlement solutions that protect the injured worker and really create a better outcome for them, as well as significantly reduced worker’s compensations costs for the payer side.
Two simple words. Clients, injured workers, plaintiff and defense attorneys, all members of the claims management team can simply and immediately understand how the interaction is going to go with their organization. They could not have done a better job to set that expectation and create that identity for their company.
What Is The Identity Of Your Work Comp Management Program?
I ask you, what is the identity of your organization? What is the identity of your work comp management program? What is the expectation for how that interaction is going to go? Do you have one? When you’re starting to implement a work comp management program, one of the first steps of implementation is creating this brand, creating this identity, creating this logo. One of the examples that I like to give, if you work for the Acme company, is you get around, you get your employees involved, you get your supervisors involved, you get your senior management involved. It should be the first step in really getting this process involved, getting people on board with what you’re doing.
You sit around a table, and you come up, and you brainstorm some ideas, and you come up with the Acme IPAR program. The Acme Injury Prevention and Recovery Program. Obviously, this is going to be tailored to your organization, for what makes sense, for what fits, for what really has some meaning for your company. It should be the first time you get together, you come up with this acronym, you come up with this logo, you come up with this identity, and you come up with this expectation for how things are going to go at your organization.
First Step In Building A Successful Work Comp Management Program
When you’re talking to your employees, when you’re explaining it to vendors, when you’re having these interactions, you can say, “Well, this is how we do it here at Acme. This is our Acme IPAR program. This is the expectation for how things are going to go.” It’s the first step in building a successful work comp management program, so sit down, brainstorm, have some ideas, create that expectation, and create that identity for your organization.
Congratulations to Ringler on a very successful and a very good job on creating your brand and your identity. It’s something that we can all learn from. Remember, your success in worker’s compensation is defined by your integrity, so be great.
Author Michael Stack, Principal, COMPClub, Amaxx LLC. He is an expert in workers compensation cost containment systems and helps employers reduce their work comp costs by 20% to 50%. He works as a consultant to large and mid-market clients, is co-author of Your Ultimate Guide To Mastering Workers Comp Costs, a comprehensive step-by-step manual of cost containment strategies based on hands-on field experience, and is founder of COMPClub, an exclusive member training program on workers compensation cost containment best practices. Through these platforms he is in the trenches on a working together with clients to implement and define best practices, which allows him to continuously be at the forefront of innovation and thought leadership in workers’ compensation cost containment. Contact: [email protected].
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