Cover Story: Invincible Marketing
Educating and engaging with prospects also helped fill the sales funnel with qualified leads, Magrini says.
For instance, call center representatives were helping members understand the process and enroll, Dant says.
Magrini says the data drove "our campaign choices by channel, by segment" and helped EmblemHealth and Merkle "follow people through the purchase funnel in that same manner." Plus, no matter what channel the prospects were in, EmblemHealth engaged with them by using the appropriate creative for each segment.
"Young invincibles" may have seen that cyclist on a postcard, atop an email, in that banner ad and on DRTV. The television spots emphasized that EmblemHealth has "low-priced plans," which Dant says were the second-lowest-priced plans among that area's competitors for 2014.
"Trusting families" probably noticed a young couple, perhaps like themselves, who appeared to be moving into a home, in the image atop reminder emails telling them, "YOU MAY STILL QUALIFY FOR 2014 HEALTH INSURANCE." On their Facebook News Feeds, a different, but still happy, couple seems to laugh at something they're both viewing on a single smartphone, while below them appears the phrase, "Get off to a healthy start this spring. Don't miss the March 31 deadline to get health insurance for 2014."
Depending on the segment, prospects in "health managers," "pragmatics" and "procrastinators" segments may have seen a pensive hot beverage drinker below the first highlighted message, "WHAT A GREAT PLAN FEELS LIKE." That image was in the first direct mail piece EmblemHealth sent in Q4 2013. The second mail piece, also sent in Q4 2013, initially appears to show the message on the yellow taxi door below a grinning cabbie. "There's a reason millions of New Yorkers choose EmblemHealth," it reads in EmblemHealth logo purple before switching to the next line's white. "We offer quality health coverage at some of the lowest prices available."