Internet Savvy Or Shabby Nashville 3 16 09 Final


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Copy of a presentation that I gave at an MA conference this Spring.

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Internet Savvy Or Shabby Nashville 3 16 09 Final

  1. 1. Internet Savvy or Internet Shabby? March 17th, 2009
  2. 2. “Boomers” and Internet Usage 2
  3. 3. GOOGLE’s “A Pig in a Python” 3
  4. 4. Analytics Strategy MDI Perspective Database Creative Direct-Response Healthcare Marketing Agency o Founded to support PacifiCare and the launch of Secure Horizons o Head-Quartered in Saint Louis with field offices in MA, CA, IL, FL, NY o Direct-to-Consumer Health Insurance Marketing for Seniors and Individuals Focused Exclusively In Health Care (Managed Care & PBM) o Currently support 27 healthcare clients o Mostly mid-sized, regionally dominant plans; many are provider owned Deep Industry and Domain Expertise o In-house staff of 50 Healthcare marketing experts o Proficient with CMS guidelines o Comprehensive understanding of economics of health insurance industry and impact of marketing activity on client organization as a whole Proven Processes To Bridge The Gap Between Strategy & Tactics o Core offerings include: Strategy, Creative, Database and Analytics 4
  5. 5. The Online Savvy or Shabby Test….Do you know??? o Who are you targeting? Is it working? • Demographic or Attitudinal Segments:  Turning 65 versus “Young” switchers • Baby Boomers • Advisors, influencers, groups and consumers o What are the objectives of your targeted users? • Education on company, products, prices • Enrollment, self service, etc. o How do I organize my efforts? Where do I begin? • Framework for guiding your efforts • How am I measuring success? o What are some examples of best practices? 5
  6. 6. Understanding Boomers and the Web To understand Q: What sources did you consult the last time you shopped for/compared health insurance tomorrow’s Senior/ Baby 45% Boomer, look at today’s under 65 market. 40% 35% The web channel is 30% always on 25% -With today’s defined 20% enrollment windows, the web offers year round, 15% 24X7 marketing 10% 5% The web channel can 0% provide both a revenue lift as well as a cost reduction Source: Washington individual consumer survey, 2008 6
  7. 7. As Boomers age, they will take their preferences with them Example: Leading Mid-West health plan with more than 450,000 senior enrollees. Today, direct sales via the web is the dominant fulfillment stream for the under 65 market. However, today’s seniors prefer agents, direct mail and the telephone. Under 65 Over 65 • 55% Utilized the • 35% Utilized the Direct Channel Direct Channel • Web: 55% • Direct Mail: 43% • Phone: 29% • Phone: 44% • Direct Mail: 10% • Web: 7% • Direct TV: 6% • Direct TV: 6% Note: Numbers represent paid applications by distribution channel and/or fulfillment stream 7
  8. 8. The Online Experience Framework Website Features, Functionality (Customer Experience) The typical steps in an online consumer experience PPC, SEO, Brand Offline Marketing Customized offers, Comparison and Ongoing decision making tools, communications Engagement methods Retention campaigns Self-service Transaction ease Ongoing communications Multi-channel Consumer engagement Cross selling 8
  9. 9. Understanding the Online Drivers and Attract Customer Engagement o Gather email addresses at all customer touchpoints – Opt-in programs o Use favorable economics of email to drive web traffic – House list v purchased o Engagement – Educate – Nurture – Convert – Tools o Design o Call to action o Video o Analytics Source: WSI- internet consultants 9
  10. 10. Attract via PPC Attract Web Marketing - Medicare Source: Google Traffic Estimator # keywords = 13 Average CPC = $3.33 Annual Search Volume = 440,770 *At 4% conversion = 16,031 Average Cost per Sale= $83 * Average conversion across all industries Source: Google Trends Search Trends for “Medicare” Keyword 10
  11. 11. Case Study Customer Acquisition: o UPMC • T-65 campaign  Offline to Online • Multiple touchpoints • Varied offers • Opt-in email • Clear calls to action • Personalized 11
  12. 12. Customer Acquisition: Case Study o UPMC • Campaign Integration  Offline to Online • Turning 65 • Multiple and varied offers • Lead capture • Clear calls to action • Personalized 12
  13. 13. Establishing an online shopping experience Shop o Typical Objectives • Easy to use and understand  Multiple buying paths are supported  Comparison shopping available  Personalized recommendations and/or experience • Integrated with other channels • Engaging and interactive (often entertaining)  Relevant, accessible content o Online Shopping Tools and Functionality • Cost estimators (medical, rx) • Quality and/or value information • Side by side comparisons of product families and product types o Relevant and unique content that is targeted to your audience • Achieve balance of educational information with transactions • Facilitate “goal seeking” 13
  14. 14. Case Study Customer Engagement: o Humana o United Health Care • Youtube • “Gwen”; Interactive, personalized, • friendly shopping experience sAlXRV1yx0 • https://www.uhcmedicaresolutions.c om/ 14
  15. 15. Example: o BlueCross BlueShield of North Carolina • Easy access to product comparisons  Active call to “Enroll Now” on every page  Addresses security concerns  Easy side by side comparisons within and between products  In page linking for PDFs, greater detail • Active Customer Research 15
  16. 16. 3 Easy steps to becoming online savvy Step 1: Optimize your existing website o SEO, content addition, navigation improvements o Add ecommerce capabilities and high priority functionality • Lead capture • Decision making tools • Online enrollment • Online payment o “Work” the MDI online experience framework o Establish performance baselines o Plan your future website Step 2: Market the improved website more aggressively o Integrate with offline marketing channels, campaigns and brand activities o Evaluate paid search and pay per click o Add email campaigns and/or touch points o Refine conversion levers and harvest customer analytics Step 3: Evaluate and pursue channel expansion opportunities o Establish broker functionality o Optimize the value of other e-channel partners o Pursue affinity marketing, linking strategies 16
  17. 17. Questions? Peter Rodes Marketing Direct, Inc Office: 847-256-1931 17
  18. 18. Appendix