Increasing online enrollments for medicare advantage providers
 

Increasing online enrollments for medicare advantage providers

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Slides from a webinar directed to Medicare Advantage insurance providers and the companies with which they do business. We outline practical steps that you can take to improve your website's usability ...

Slides from a webinar directed to Medicare Advantage insurance providers and the companies with which they do business. We outline practical steps that you can take to improve your website's usability and increase the number of online enrollments achieved.

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Increasing online enrollments for medicare advantage providers Increasing online enrollments for medicare advantage providers Presentation Transcript

  • 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 to increase conversions?What are competitors doing?
  • 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 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%
  • 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 Online VenturingFurther Into Digital”March 201352% of 65+adults areonline
  • 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 reportAugust 2012Note the descriptions of boththe paid ads and the organicresults.
  • Paid Search:6% of the clicks
  • OrganicSearch:94% of allclicks% of Clicks byPosition forInsuranceIndustry:#1 = 64%#2 = 12%#3 = 5%# 4+ = 19%Source: Search Engine Watch reportAugust 2012
  • 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 Submission (Goal 18 Completions): 3Contact Us | Non-Member (Goal 12 Completions): 19Form Completion | PDF Download (Goal 5 Completions):56
  • What Do They Do When There?
  • Evaluate Usability Challenges
  • Selective Attention ExperimentWatch This Video
  • Usability Best Practices Consistent Interaction Features Scanability and Readability Persuasive Design Simple Navigation/Structure
  • Consistent Interactions
  • Consistent Interactions
  • Scanability and Readability
  • 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
  • Scanability and ReadabilityClear visualandmessaginghierarchy
  • 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
  • Persuasive Design
  • Persuasive Design
  • Simple Navigation and Structure
  • 9 Most Common Usability Mistakes Not clear where toclick/what’s clickable Content difficult to scan No visual cues toinformation hierarchy Not followingusability/accessibilityguidelines Visual noise Opening extrawindows/PDFs Users get lost Poor navigation/linktitles Registration required toview content with nowarning
  • 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 DemandVideosEARLYWhitePapersTestimonialsBlogSeminars eBook/GuidesFAQsKits
  • Testimonials and Rich Content1
  • Add Landing Pages on your Website2eBooks FAQsTestimonialsSeminarEnrollments
  • Create 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
  • 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 AdLanding Page
  • Where Do We Go From Here
  • Contact Information:Pam Lockard1-800-625-8320,Ext. 200Scott Cone1-800-625-8320,Ext. 241Get Your FREE OnlineMarketing Assessment Report