The mobile revolution has changed much of how companies relate to their customers, even in healthcare, as shown in this email.
Mailer Name: Aetna
Date Emailed: February 1, 2016
A combination of factors has pushed health insurance plan operators to become more digital. There’s Obamacare, and the changes it has brought to the marketplace, as well as a natural progress of technology. But it’s also due to a wish by customers for greater convenience.
In the subject line and the headline of this email, Aetna taps into that desire: “Get your member ID cards online, any time.”
The paragraph below announces that member cards were made available digitally starting from the first of the ear, and they’re always there, “any time.” The chief benefit is backed up with a reassurance that the digital card is the same as the physical version.
After recapping how the new cards are more convenient (e.g., no waiting for replacements) and adding a new benefit (“Less plastic used – a plus for the environment”), the email provides three different means for a member to access their card. Two send the customer to the company’s website, while the other directs them to check out their phone’s app store for the appropriate download.
When making a big shift in how you relate to and communicate with your customers, take care to explain how it benefits them.