Healthways implemented a multichannel marketing strategy using print, email, and mobile messaging to engage health plan members. They partnered with IWCO Direct for printing, mailing, and email delivery services. This allowed them to personalize communications across multiple touchpoints. The automated system reduced costs and inventory. Member engagement increased as they received tailored messages through their preferred channels.
2. Who We Are
Healthways IWCO Direct
• Largest independent global • End-to-end provider of direct
provider of well-being marketing solutions
improvement solutions
• Data-driven acquisition, loyalty,
• Uses science of behavior change and engagement programs
to produce and measure positive
change in well-being • Largest direct mailer in U.S. and
Canada*
• Provide highly specific,
personalized support to reduce • Multi-channel capabilities
health-related costs. • Industry-leading postal strategy
• Proprietary technology • More than 4 billion pieces mailed
infrastructure/delivery capabilities annually
• Serve 40 million people on four
continents
*Printing Impressions, December 2011
3. Consumer Preferences*
• Shift in consumer preferences from physical to digital – when
communicating with friends and family*
• Demand for digital is mixed for health communications
– 40% prefer multi-channel solution
– 46% prefer “just mail”
– Small percentage prefer Internet-only communications
• Channel preferences driven by variety of factors
– Privacy/HIPAA
– Previously established record-keeping habits
– Need to get information to household manager of health information
*2012 ExactTarget Channel Preference Survey; Pitney Bowes: The Rx for Health Insurance Communications
4. Engaging Consumers*
• Simple, easy-to understand language
• Frequency of communication
• Awareness of choices
• Easy-to-find contact information
• Ways to save money
• Ways to improve health of family
• Ways to improve appearance/health
• Other
* Pitney Bowes: The Rx for Health Insurance Communications
5. Health and Wellness*
• 60% indicate provider offers healthy living and/or wellness
information
• 50% report taking advantage of healthy living/wellness information
• Significant cost benefit to helping consumers stay healthier
• 42% of 18-to-24 year olds not aware of healthy living/wellness
information
* Pitney Bowes: The Rx for Health Insurance Communications
6. Effective Messaging*
• Relevant, topical, inviting message on outer envelopes and email
subject lines
• Color
• Variable data for targeted messaging
• QR codes
• Trigger mail
* Pitney Bowes: The Rx for Health Insurance Communications
8. Case Study
Situation
– Member program needed solution for high volume and multiple versions
– High level of complexity from number of touch-points, plans and employer clients
– Highly sensitive data requires robust data security, physical security, and
reporting
– Inconsistent use of brand, design, and color – no personalization
– Mailed First-Class
Solution
– Variable package configuration to support personalization for multiple clients
– Highly sophisticated package level integrity controls utilized throughout
production cycle
– Package redesign gave engaging/consistent look; reduced cost to produce
Results
– Automated workflow and print on demand reduced need to maintain inventory
– Product development initiative provided alternate configuration and dramatic
decrease in postage rates
13. Multichannel Synergy
• Manage digital assets with dynamic content tools to drive content
through multiple channels
– Print and mail
– Email
– Mobile Messaging
14. Email Campaigns
• Partner with best in class delivery partner
– Zero downtime guarantee; email will be delivered
• Easily insert images, text, links, and personalization
• Support of SMS text delivery through same workflow
• Scheduled or real-time delivery
• Redundant image hosting
• Black list management – assures high rate of delivery
• Online access to all campaign data / statistics
– Delivery, bounce-back, open, forward, and click-through
16. Silver Sneakers
• Initial Member Engagement
Touchpoint (IMET)
– 400+ unique versions
– Digitally printed with
encoded card
– Rollout: 3MM+ pieces
– Ongoing: weekly file for
new eligibles,
replacements
– Driving members to the
gym
– Healthy, Happy and
Socializing!
17. IMET Production Workflow
1. Mailers printed on roll-to-roll digital press – 285 versions
2. Preprinted cards encoded on DOD UV inkjet
3. Cards match-affixed with Kirk-Rudy Wave Jet dual camera system
4. Mailer/Card folded and glued on Iron-Cross bindery
5. Mailers sent to commingle for final mail processing
6. Shipped to SCFs/BMCs across the U.S.
18. Mobile Messaging
• Deploy reminders and updates to palm of member’s hand
– Improve compliance through opt-in mobile reminder programs
– Generate wellness messages (e.g., healthy recipe of the day,
exercise tips, etc.)
– Seasonally adjust message, look, and feel
– Add message distribution channel for nurses
and clinicians
Don’t forget! Take your new
Rx with food to avoid
stomach upset
19. Results
• Profile
• Initial
• Final
Success Measurements:
Cycle Time Reduction: 2 days average (with commingle 4)
Cost Savings:
Year 1: 26%
Year 2: 14.5%
Increased member engagement
Maintained low error or issue rate: .00221%