LARGE HEALTH CARE INSURANCE COMPANY
This large, health care insurance client covering more than 100 million customers turned to us for help preparing for the rollout and implementation of the Affordable Care Act and the impact it would have on their current and prospect member base across the market.
We were asked to review existing member data, work with the marketing analytics team, and propose solutions to perform a strategic market opportunity assessment analysis. We were also asked to develop an integrated, multi-channel marketing plan.
After initial interviews with various organization stakeholders, we provided an executive summary and detailed road map that aligned the strategic goals of the project effort with anticipated timelines and results. We also developed a value-based segmentation framework to differentiate key segments in terms of customer value, needs, potential segment migration, acquisition and footprint penetration, and propensity for cross-sell products.
The next phase was a detailed marketing plan, which included multiple direct mail campaigns,
email campaigns, microsites and landing pages tied to mail campaigns, social strategy using
Facebook, Pinterest, and Twitter, and the development of a mobile app. Once we formulated a
marketing plan, we needed to develop a campaign and channel strategy. We created a marketing
Playbook to summarize key demographic, geographic, and behavioral characteristics associated
with each strategic opportunity segment.
We delivered marketing recommendations for member acquisition, onboarding, growth, and retention for each targeted opportunity segment in terms of channel preferences and potential messaging.
Deliverables included a Playbook profiling key characteristics of each opportunity segment along with tactical marketing recommendations to effectively target, grow, and retain this segment. The Playbook also included key insights to inform onboarding, customer profitability management, and engagement strategies.