Cover Story: Invincible Marketing
"[In] direct mail," Dant says, "We made some adjustments to the volume of mail that we were sending, and also to which geographies and types of prospects we were sending mail to, based on the responses that we were getting."
In DRTV, EmblemHealth monitored each station's performance and made appropriate campaign adjustments.
"We were reallocating media to the stations that were doing better," he says. "We also noticed that we had two DRTV spots, and we found that one of the two spots was doing better than the others. We increased the amount of media time that the better-performing ad was getting.
"In terms of reducing cost per lead for display, for example," Dant explains, "We noticed that Facebook was doing significantly better than the other areas, digitally. We again increased the amount of Facebook spend."
Magrini says the campaign was a living entity.
"Basically," he says, "as we monitor results on a daily basis, week-over-week and year-over-year, we're optimizing across all channels, based on the factors Shirish just mentioned."
The State of EmblemHealth
With a healthy digital strategy in place for the campaign centered on the 2015 enrollment period, the company fell a bit behind on one of its messaging elements. Dant says this year, EmblemHealth is sixth among its competitors in terms of pricing.
"Having said that, I'm not sure I can give you the exact membership target that we have for this year," Dant says. "But it is to grow our membership."
Now, the insurance provider knows to use more Facebook News Feed ads, search engine marketing and display ads.
"We have become smarter about which digital property providers we have better response [in] than others," Dant says.
Magrini names a couple more technologies: "Just to add there," he says, "in [a] digital perspective, utilizing a mix of traditional and sort of contextual buy in—as well as programmatic buy-in—we saw a success with both of those strategies."