Cover Story: Invincible Marketing
During open enrollment, EmblemHealth sent millions of pieces of direct mail, Magrini says.
"Our first campaign was designed heavily around direct mail, with several million pieces of mail sent through multiple touches to target households," Dant says of the three separate mailings. "But during the course of the campaign, we reduced the mail volume, because digital search and display emerged as being more efficient for both responses and leads."
Dant says, originally digital marketing wasn't as targeted as the direct mail. The online efforts got more personalized around the same time direct mail wasn't reaching all of EmblemHealth's goals.
"It was more geo-targeted at that point," Magrini says. "But those learnings [are] what will be driving our digital strategies going forward."
New Yorkers eligible for EmblemHealth's insurance saw plenty more about the plans—and not just the two to three touches per prospect that came via direct means.
"It was a combination of direct marketing, brand marketing, as well as community marketing," Dant says.
The point was to ensure the message, that EmblemHealth is "What Care Feels Like," got delivered.
"One of the segments that we were heavily targeting was what we were calling … the 'Young Invincibles,' because we felt that they were more likely to be uninsured and also more likely to respond to the health plans that were becoming available through the ACA," Dant says. "Also, [because of] the fact that we were the second-lowest-priced plan, we knew that—based on our research that we had done, the segmentation research—we knew that the segment was highly price-sensitive."
Because EmblemHealth is fairly low-priced compared to its competition, "We also felt that would be the segment that would respond to our marketing," Dant continues. "As we were designing our direct mail creative, even our DRTV creative, our digital ... Our entire creative strategy was very much driven by the fact that we were going to target certain segments. I don't want to say that 'Young Invincibles' were the only segment we were targeting, but clearly the needs of the 'Young Invincibles' segment were definitely something that we were using to guide our creative decisions."