Evidence Based Communications Strategy For Fileshare
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Presentation to BCBS Association Members in Phoenix on key decision points in print operations. Please contact me on LinkedIn if you would like to download.
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Evidence Based Communications Strategy For Fileshare
- 1. Evidence Based Communications Elizabeth Gooding, President, Insight Forums Blue Cross Blue Shield OPPG Conference Phoenix Arizona April 4, 2011
Editor's Notes
- Am I talking about healthcare here? No – I’m talking about communications.
- Let’s face it – marketing people and technical people generally don’t speak the same language – and nobody can understand a thing once compliance gets in the room. We need to bridge the gap between the people who say “this is what I want – do it” and the people who say “this is what I’ve got – take it or leave it.”
- Does anyone want to argue that there is not a significant body of evidence to support any of these facts?
- And it goes without saying that the more automated, integrated and efficient the technology is, the less people you will need to manage it.
- Acquire, retain, drive behaviors This becomes increasingly important with individual plans and direct to consumer marketing and service. Empire is now Wellpoint Anthem
- Often – no one has time or resources to measure. Big problem.
- Able to print checks on 20# stock Initially we were advised that we would be required to use a 24# sheet, but in our testing and in the validation process we discovered that a 20# sheet meet all of the banks processing requirements. The use of a digital pantograph, drop out ink and a micro print line meets the 3 security features requirement allowing for use of the Padlock icon on your digital checks. The digital pantograph is a license that needs to be purchased annually at the printer level and each printer needs to be individually Check Payment Systems Association (CPSA) certified. In testing the MICR signal strength over a 18 month period, the readability level has far exceed CPSA specifications and is consistently better than what we experienced using EP printers. In those 18 months of check printing we have produced over 10 million checks without a reported issue in terms of readability from our client’s service provider. Half price or 50% cheaper than purchasing preprint. 30-to 40? From a throughput prospective - it's 800 pages a minute verse 150 pages per minute.
- The move from black print on preprinted stock to a dynamic full color “white paper” solution can save money – and make money. For one or our satellite TV service providers, the move to a full color solution immediately realized $22,000 per month in postage savings. That’s even before the savings on reducing material costs. By reducing paper stocks from over 15 to a single white paper roll, and eliminating preprinted backers, 95% of their production volume was moved into a single run. That one large run supports better postal density, improving the number of pieces that qualify for lower postage rates. While the satellite TV service provider set out to reduce costs and improve service, they found that they had also created a more effective document that actually made money. They tested a premium channel promotion on a second page and generated an increase of $100,000 in new subscriptions the first month – translating to $1.2 million in annual revenue. While the increases could have been impacted by other factors, its clear that the use of a second page did help the bottom line, by paying for itself and more.