Insurance
X

In the battle for open
enrollment, this major
healthcare provider
has never felt better.

 

The Challenge

 
Client:
Major Health Insurance Provider
Project:
Multichannel Marketing/Member Enrollment
Capabilities:
Data Analytics, Content Creation and Production, Customer Acquisition, Customer Retention, Marketing Database, Multichannel Marketing, Inbound Customer Care, Marketing Program Optimization, Website Development
Changes in the healthcare marketplace have dramatically altered the landscape for health insurance companies. Instead of marketing to businesses, insurers must now sell plans directly to consumers. Open enrollment is only once a year, so the window to acquire new customers is small; retaining customers year after year, a challenge. Our major healthcare insurance client needed a strategy to target the right prospects with the right message to grow and retain their member base amid increasingly stiff competition.
 
 

The SOLUTIOn

Develop an integrated, multichannel, new member acquisition and member retention program with an open enrollment marketing strategy that was led and optimized by data from end-to-end.
 
Use advanced analytics and custom models to determine best prospects and to drive ongoing targeting strategy for membership campaign programs.
Develop integrated, multichannel campaigns, including everything from direct mail kits to online ads to direct response television commercials. All content is continually informed by data to optimize programs and ensure relevance.
Flawlessly execute multichannel campaigns across direct mail, online and DRTV. Integrate with our contact center team, specifically trained to nurture leads and licensed to close sales without client agent involvement.
 
 

The results

 
With a deep understanding of and expertise in direct-to-consumer marketing and the healthcare industry, as well as the ability to manage programs end-to-end, Harte Hanks continues to deliver results for this client that are beyond healthy:
  • 31% YOY increase in sales contribution for Year 1
  • 38% YOY increase in sales contribution for Year 2
  • Over 225,000 inbound customer inquiries supported since the start of the program
31% INCREASE IN SALES CONTRIBUTION (Year 1) 38% PIECES INCREASE IN SALES CONTRIBUTION (Year 2)
 
 
 

Our client is seeing a steady rise in enrollment through continual data analysis and ongoing execution of specific marketing strategies.

 
 
 
Ready to get started? We look forward to it.
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