Cover Story: Invincible Marketing
EmblemHealth provided prospects with many response options. For instance, the first batch of direct mail bearing the likeness of the steamy beverage drinker includes a personalized two-page letter. It has two mentions of the trackable URL emblemhealth.com/plans4u; five of a toll-free number, two of which are in the main copy; two notices of the location of the addressee's nearest AdvantageCare Physician's office; and two plugs for the EmblemHealth bus passing by, one suggesting that prospects call the toll-free number to make an appointment with its occupants.
What the mailing didn't have was a business response envelope or any other way to respond via direct mail. Prospects didn't get BREs or other direct mail response options "because there was no offer" and prospects have to go online to enroll, Merkle says. They decided that response channel didn't make sense for the campaign.
"There were two, maybe three, primary ways by which our prospects were responding to us," Dant says. "The first one was through a phone number—an 800 number that goes into a call center—where somebody could get more information and potentially get help with signing onto the plan. ...
"The second method was coming to a … site," he says. "There were multiple landing pages. They were all sort of customized to the individual campaigns. We knew exactly where somebody was coming from. They could provide their PII [personally identifiable information] on a landing site, and then we would reach out to them and give them the additional information they needed."
Physical store locations allowed prospects a third way to learn more about their insurance options.
"We call them EmblemHealth Neighborhood Care," Dant concludes. "Prospects had the opportunity to go to those locations and get information from us, and also get help in terms of signing up. In addition [and] sort of related to the third one, we also had various meetings and seminars. We had … vans—all of which gave people the opportunity to get more information from us and also get help, in terms of enrolling."