Presented byIncrease YourOnline Enrollments
Pamela LockardFounder/CEO, DMN3Scott ConeDigital Strategy and Development, DMN3
House Keeping
House KeepingGet Your Complimentary OnlineMarketing Assessment Report
House KeepingAsk questions as we go orsave for the end
House KeepingWebinar slides and recording
TodayCurrent relevant internet trendsProcess for Improvement & Best PracticesPractical things you can do right now
TodayCurrent relevant internet trendsProcess for Improvement & Best PracticesPractical things you can do right now
Begin with the End in MindVisitors Leads Enrollments
QuestionsHow many new members do we want to acquire online?What’s the current online user experience?What needs to change ...
The Value of IncreasingOnline EnrollmentsSiteVisitors Leads Conversion1% 30%57,500 575 173CurrentOct -Dec
The Value of IncreasingOnline EnrollmentsSiteVisitors Leads Conversion2% 30%57,500 1,150 345Oct -Dec2013 AEPGoalAdditional...
Medicare Advantage Enrollments willIncrease 50% in 10 Years*$145 Billion2013* Bloomberg, June 5, 2013$250 Billion2023
Future Success Depends on EngagingDigitally Savvy Boomers
Are Current Seniors Online?
The Answer is Yes!40.2MPopulation20.9MOnline14.5MDigital VideoViewers14.5MSocial NetworkUsersSource:eMarketer“Seniors Onli...
Use of Search Enginesof Seniors online use a search engine togather information on a topic of interest
Top Search Subjects
Key Search Value Drivers
Online Video Generates Action
Content Is Exploding
Content Evolution
Social Channels Used Daily by Most
Facebook is Leading Social Channel
Tablets Rule
Tablet Adoption Among Boomers/SeniorsSource: Pew Research,Tablet Ownership June 2013
Mobile Use Growing
TodayCurrent relevant internet trendsProcess for Improvement & Best PracticesPractical things you can do right now
Where Do You Start?
Audit Your Current Online Presenceand Performance
Source: Search Engine Watch report	August 2012	Note the descriptions ofboth the paid ads and theorganic results.
Paid Search:	6% of the clicks
Organic Search:94% of all clicks	% of Clicks byPosition forInsuranceIndustry:	#1 = 64%	#2 = 12%	#3 = 5%	# 4+ = 19%		Source...
Your online competitors could bedramatically different
Who Currently Visits Your Site?Source: Quantcast, February 2013
What Brought Them There?
What Actions Do They Take?Oct 1, 2012 – Oct 31, 2012Register for a Seminar (Goal 17 Completions): 25Call Me | Form Submiss...
What Do They Do When There?
Evaluate Usability Challenges
Selective Attention ExperimentWatch ThisVideo
Usability Best Practices  Consistent Interaction Features  Scanability and Readability  Persuasive Design  Simple Navi...
Consistent Interactions
Consistent Interactions
Scanability and Readability
Scanability and ReadabilityUsers scan in anF pattern and dothis in under 5seconds.Think “billboard”instead of“brochure”.St...
Scanability and ReadabilityClear visualandmessaginghierarchy
Improve Scanability and Readability  Keep content concise (usethis readability test tool tosee how you’re doing)  Use he...
Persuasive Design
Persuasive Design
Simple Navigation and Structure
9 Most Common Usability Mistakes  Not clear where to click/what’s clickable  Content difficult to scan  No visual cues ...
Key Take Aways:- How many site visitors turn into leads?- How many leads convert to anenrollment?
Tools
Research Your Online Competitors
How Do They Measure Up?
Key Take Aways:- What are the gaps in what we’re doingvs. competitors?- What is the low-hanging fruit?
Develop Your Plan
Consider the Entire DigitalMarketing Ecosystem
TodayCurrent relevant internet trendsProcess for Improvement & Best PracticesPractical things you can do right now
Five Ideasfor Immediate Enrollment Results
MIDDLEContactMeSeminarsLive ChatContactSalesENROLLCreate Content and Offersfor Buying Stages1On DemandVideosEARLYWhitePape...
Testimonials and Rich Content1
Add Landing Pages on your Website2eBooks FAQsTestimonialsSeminarEnrollments
7 AppsThat Will Changethe Way YouDo MarketingThe ProductivityHandbook forBusy MarketersCreate Amazing Content Titles3Conve...
Use Thank You Pages forAdditional Calls to Action4HOME SOLUTION DEMO CONTACT
Match the Landing Page Headlineto the Corresponding CTA5Attend a local FREEMedicare Advantageseminar.XYZ CompanyFacebook A...
Where Do We Go From Here
• FREE Website and Digital Presence EvaluationContact Information:Pam Lockard1-800-625-8320,Ext. 200Scott Cone1-800-625-83...
Increasing online enrollments for medicare advantage providers
Increasing online enrollments for medicare advantage providers
Increasing online enrollments for medicare advantage providers
Increasing online enrollments for medicare advantage providers
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Increasing online enrollments for medicare advantage providers

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Increasing online enrollments for medicare advantage providers

  1. 1. Presented byIncrease YourOnline Enrollments
  2. 2. Pamela LockardFounder/CEO, DMN3Scott ConeDigital Strategy and Development, DMN3
  3. 3. House Keeping
  4. 4. House KeepingGet Your Complimentary OnlineMarketing Assessment Report
  5. 5. House KeepingAsk questions as we go orsave for the end
  6. 6. House KeepingWebinar slides and recording
  7. 7. TodayCurrent relevant internet trendsProcess for Improvement & Best PracticesPractical things you can do right now
  8. 8. TodayCurrent relevant internet trendsProcess for Improvement & Best PracticesPractical things you can do right now
  9. 9. Begin with the End in MindVisitors Leads Enrollments
  10. 10. QuestionsHow many new members do we want to acquire online?What’s the current online user experience?What needs to change to increase conversions?What are competitors doing?
  11. 11. The Value of IncreasingOnline EnrollmentsSiteVisitors Leads Conversion1% 30%57,500 575 173CurrentOct -Dec
  12. 12. The Value of IncreasingOnline EnrollmentsSiteVisitors Leads Conversion2% 30%57,500 1,150 345Oct -Dec2013 AEPGoalAdditional Enrollments - 172Annualized Gross Revenue Increase - 172 X $1,674 = $287,928$11,160 annual revenue/member X 15% gross profit = $1,674 gross profit per new enrollee$288k in incremental value delivered byboosting leads & conversion from 1% to 2%
  13. 13. Medicare Advantage Enrollments willIncrease 50% in 10 Years*$145 Billion2013* Bloomberg, June 5, 2013$250 Billion2023
  14. 14. Future Success Depends on EngagingDigitally Savvy Boomers
  15. 15. Are Current Seniors Online?
  16. 16. The Answer is Yes!40.2MPopulation20.9MOnline14.5MDigital VideoViewers14.5MSocial NetworkUsersSource:eMarketer“Seniors Online VenturingFurther Into Digital”March 201352% of 65+adults areonline
  17. 17. Use of Search Enginesof Seniors online use a search engine togather information on a topic of interest
  18. 18. Top Search Subjects
  19. 19. Key Search Value Drivers
  20. 20. Online Video Generates Action
  21. 21. Content Is Exploding
  22. 22. Content Evolution
  23. 23. Social Channels Used Daily by Most
  24. 24. Facebook is Leading Social Channel
  25. 25. Tablets Rule
  26. 26. Tablet Adoption Among Boomers/SeniorsSource: Pew Research,Tablet Ownership June 2013
  27. 27. Mobile Use Growing
  28. 28. TodayCurrent relevant internet trendsProcess for Improvement & Best PracticesPractical things you can do right now
  29. 29. Where Do You Start?
  30. 30. Audit Your Current Online Presenceand Performance
  31. 31. Source: Search Engine Watch report August 2012 Note the descriptions ofboth the paid ads and theorganic results.
  32. 32. Paid Search: 6% of the clicks
  33. 33. Organic Search:94% of all clicks % of Clicks byPosition forInsuranceIndustry: #1 = 64% #2 = 12% #3 = 5% # 4+ = 19% Source: Search Engine Watch report August 2012
  34. 34. Your online competitors could bedramatically different
  35. 35. Who Currently Visits Your Site?Source: Quantcast, February 2013
  36. 36. What Brought Them There?
  37. 37. What Actions Do They Take?Oct 1, 2012 – Oct 31, 2012Register for a Seminar (Goal 17 Completions): 25Call Me | Form Submission (Goal 18 Completions): 3Contact Us | Non-Member (Goal 12 Completions): 19Form Completion | PDF Download (Goal 5 Completions):56
  38. 38. What Do They Do When There?
  39. 39. Evaluate Usability Challenges
  40. 40. Selective Attention ExperimentWatch ThisVideo
  41. 41. Usability Best Practices  Consistent Interaction Features  Scanability and Readability  Persuasive Design  Simple Navigation/Structure
  42. 42. Consistent Interactions
  43. 43. Consistent Interactions
  44. 44. Scanability and Readability
  45. 45. Scanability and ReadabilityUsers scan in anF pattern and dothis in under 5seconds.Think “billboard”instead of“brochure”.Study’s show weread only 28% ofa web page
  46. 46. Scanability and ReadabilityClear visualandmessaginghierarchy
  47. 47. Improve Scanability and Readability  Keep content concise (usethis readability test tool tosee how you’re doing)  Use headings to break uplong articles  Help readers scan quickly(inverted pyramid writingstyle)  Use bulleted lists and textformatting (bold, italics)  Use easy-to-read fonts  Give text blocks sufficientspacing and white space  Use strategic visuals toguide your readers
  48. 48. Persuasive Design
  49. 49. Persuasive Design
  50. 50. Simple Navigation and Structure
  51. 51. 9 Most Common Usability Mistakes  Not clear where to click/what’s clickable  Content difficult to scan  No visual cues toinformation hierarchy  Not following usability/accessibility guidelines  Visual noise  Opening extra windows/PDFs  Users get lost  Poor navigation/linktitles  Registration required toview content with nowarning
  52. 52. Key Take Aways:- How many site visitors turn into leads?- How many leads convert to anenrollment?
  53. 53. Tools
  54. 54. Research Your Online Competitors
  55. 55. How Do They Measure Up?
  56. 56. Key Take Aways:- What are the gaps in what we’re doingvs. competitors?- What is the low-hanging fruit?
  57. 57. Develop Your Plan
  58. 58. Consider the Entire DigitalMarketing Ecosystem
  59. 59. TodayCurrent relevant internet trendsProcess for Improvement & Best PracticesPractical things you can do right now
  60. 60. Five Ideasfor Immediate Enrollment Results
  61. 61. MIDDLEContactMeSeminarsLive ChatContactSalesENROLLCreate Content and Offersfor Buying Stages1On DemandVideosEARLYWhitePapersTestimonialsBlogSeminars eBook/GuidesFAQsKits
  62. 62. Testimonials and Rich Content1
  63. 63. Add Landing Pages on your Website2eBooks FAQsTestimonialsSeminarEnrollments
  64. 64. 7 AppsThat Will Changethe Way YouDo MarketingThe ProductivityHandbook forBusy MarketersCreate Amazing Content Titles3Conversion First TimeName Views Rate SubmissionsThe Productivity Handbook for Busy Marketers 7,233 32.3% 3107 Apps That Will Change the Way You Do Marketing 37,636 51.7% 2,716White Paper Test Results776%Increased Submissions by
  65. 65. Use Thank You Pages forAdditional Calls to Action4HOME SOLUTION DEMO CONTACT
  66. 66. Match the Landing Page Headlineto the Corresponding CTA5Attend a local FREEMedicare Advantageseminar.XYZ CompanyFacebook AdLanding Page
  67. 67. Where Do We Go From Here
  68. 68. • FREE Website and Digital Presence EvaluationContact Information:Pam Lockard1-800-625-8320,Ext. 200Scott Cone1-800-625-8320,Ext. 241Get Your FREE OnlineMarketing Assessment Report
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