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    Four ways health plans can enroll more members


    In the past, the marketing strategy many health plans used to attract and retain members seemed similar to pulling out the bullhorn and shouting from the mountaintops, “Come in, be our customer!” This method of one-way traditional ads, direct-mail pieces and cold calls was typically the only way.

    ColopyColopyAlthough these strategies are still effective, now they should be part of an overall strategy that uses data segmentation, personalization and multi-channel, high-touch campaigns.

    Customers have choices and demand healthcare insurance plans that they trust, fit their needs and make them feel valued.

    They also want to be in control of the content they receive. In fact, 86% of people skip TV commercials, 44% of direct mail is never opened and 91%of people unsubscribe from emails they opted into, a report by News Cred found.

    To generate leads, convert prospects and keep members engaged, health plans must employ a high-touch, multi-channel healthcare marketing strategy which will be much more effective and enroll members who may have not otherwise done so.

    Here are four tips on how to do that:

    1. Develop your buyer personas

    If you don’t know who your customers are, your lead generation efforts will be fruitless. Buyer personas should include attributes like demographics, gender, location, income, behavior patterns, health conditions and risks, goals and pain points.

    One of the best ways to develop buyer personas is to look at data, including third-party data, and segment your customers by personas. Rather than marketing to everyone and anyone with the same blanket message, developing buyer personas will help you focus your marketing efforts and use the most effective channels to target members.

    For example, new moms in a rural zip code should be targeted with a different set of messages than retirees in an affluent area.

    Next: Make your data work for you

    Tim Collopy
    Tim Collopy is the vice president of healthcare development at Dialog Direct, where he is responsible for helping provide custom member ...
    Peter Schmitt
    Peter Schmitt is the chief strategy officer at Dialog Direct, where he provides strategy formulation and execution across multiple ...


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