Cover Story: Invincible Marketing
"Over the last couple of years, we have become extremely data-driven in terms of our direct marketing," he says. "We employ techniques like predictive modeling [and] decile analysis to drive all of our campaigns." For ACA marketing, EmblemHealth used behavioral consumer segmentation research conducted in 2012 and 2013 to better understand the under-65 population in its market.
"Based on that [research], we figured that our under-65 population consisted of five consumer segments," Dant continues. "We were able to describe those five consumer segments. We were able to develop demographic, psychographic and behavioral profiles of those five segments. … We were able to determine what the stated media preferences would be. We were able to figure out what types of messaging may appeal to consumers that make up those different segments."
EmblemHealth dubbed the segments "young invincibles," "trusting families," "health managers," "pragmatics" and "procrastinators."
In addition to what Dant terms "qualitative insights," EmblemHealth created a segmentation algorithm "which allowed us, based on a few [pieces] of demographic information … [to] actually predict which of the five segments somebody may belong to. We used that segmentation algorithm to actually map that segmentation to Merkle's database."
Figuring out where the best prospects were helped them figure out what communications to put in front of them, says David Magrini, SVP and partner at Merkle in insurance and wealth management consulting.
"Our entire campaign was based on a three-pronged framework that we had developed of: educate, engage and enroll," Dant says. "Initially, at least in the campaign, our mandate was very much to educate our prospects because, just given the fact that it was a brand new product for everybody, there was a lot of confusion. There was a lot of misinformation. There was a … lack of information that everybody had."