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© 2016 Responsory, a Johnson Direct LLC company
Guiding Boomers with Consumer-
Friendly Medicare Marketing
© 2016 Responsory, a Johnson Direct LLC company2 • MEDICARE STRAIGHT TALK
WHAT’S
INSIDE THE
GUIDE
Welcome to the New 65
Are you Getting Through to the 65+ Market?
Your Audience
See What’s Working
What’s Behind Straight Talk
Conclusion
© 2016 Responsory, a Johnson Direct LLC company3 • MEDICARE STRAIGHT TALK
THE MEDICARE LANDSCAPE IS CHANGING...
AND SO IS YOUR AUDIENCE
Today’s baby boomers are a diverse group. They’re
healthier. They’re educated. They read newspapers
AND surf the web. They’re mobile. They’re social.
And most importantly, they’re not all alike.
© 2016 Responsory, a Johnson Direct LLC company4 • MEDICARE STRAIGHT TALK
TAKING CHARGE OF THEIR HEALTH
More likely to take charge of their health than the
generation before them
Realize that shopping for Medicare can be difficult,
time consuming and confusing
Motivated to shop for Medicare coverage, but
hesitant to switch
© 2016 Responsory, a Johnson Direct LLC company5 • MEDICARE STRAIGHT TALK
ADOPTING UNIQUE TECHNOLOGY PATTERNS
Use computers and access the Internet more than
ever before
Adopt different technology patterns based on their
health, discretionary income and education level
Older adults who use the Internet/Broadband at
higher rates are:
Healthier
More Affluent
More Educated
© 2016 Responsory, a Johnson Direct LLC company6 • MEDICARE STRAIGHT TALK
SHOPPING FOR HEALTH INSURANCE ONLINE
Internet activity is the most prevalent shopping
activity among Age-ins in 2016 and the activity
they spend the most time doing
In any given month prior to age 65, 40 - 45%
of Age-ins are using the internet to shop for
health insurance
© 2016 Responsory, a Johnson Direct LLC company7 • MEDICARE STRAIGHT TALK
IT’S A BIG WORLD OF 60-SOMETHINGS OUT THERE
More than 40 million people in the U.S. are aged 65+
Projected to reach 72 million by the year 2030 –
representing nearly 20 percent of the total U.S.
population!
© 2016 Responsory, a Johnson Direct LLC company8 • MEDICARE STRAIGHT TALK
ARE YOU
GETTING
THROUGH
TO THE 65+
MARKET?
Recognizing the shortcomings of Medicare, many of
these older Americans are choosing to buy some type
of supplemental health insurance coverage.
This is good news for health insurance companies.
But what if your current marketing program is failing
to convince seniors that they need YOUR Medicare
Supplement or Medicare Advantage plan?
In this Guide, we’ll share several tactics that are
working for our Medicare health insurance clients.
We’ll start with a brief overview of our proven
Direct BrandingSM
method.
© 2016 Responsory, a Johnson Direct LLC company9 • MEDICARE STRAIGHT TALK
START HERE:
SMART
SEGMENTING
An integral first step in Responsory’s Direct BrandingSM
method involves smart segmenting.
1. Profile and model your existing member base
2. Identify trends and opportunities
3. Determine strategies for segmenting your audience
4. Develop specific creative approach to speak to the
needs of each segment
Possible Segments include:
Geographic areas of opportunity
Current customers turning age 65
Non-customers turning age 65
Non-customers over age 65 (switcher market)
Specific age bands
Working longer prospects (customers aged 65+)
© 2016 Responsory, a Johnson Direct LLC company10 • MEDICARE STRAIGHT TALK
NEXT:
UNDERSTAND
THE MARKET
IT’S A BIG WORLD OF 60-SOMETHINGS OUT THERE
Our strategic recommendations are often guided by
trends uncovered through secondary research. For
example, a few facts about the Aging-In market:
Typically unaware if their current provider even offers
coverage options once they turn 65
Brandloyaltyisdecreasingasmorepeopleshop
around,validatingthenecessityofaswitcherprogram
A larger percent are working longer to get insurance
through their employer
© 2016 Responsory, a Johnson Direct LLC company11 • MEDICARE STRAIGHT TALK
SEE WHAT’S
WORKING
In your complex and highly regulated industry, a
consumer-friendly, no-nonsense marketing approach
is more important than ever. Health insurers must
find smarter ways to talk to their customers and help
them navigate the Medicare landscape.
So how do you make sure your marketing
strategies outshine those of your competition?
Next, we’ll share with you a behind-the-scenes look
at several insurers who are getting it right, and the
tactics behind their successful campaigns.
© 2016 Responsory, a Johnson Direct LLC company12 • MEDICARE STRAIGHT TALK
SEE WHAT’S WORKING
ENROLLMENT PROGRAM BOOSTS CONVERSION RATE 10-FOLD
Blue Cross and Blue Shield of Michigan was looking for a more robust
initiative to encourage current individual plan members aging into 65 to
transition to a BCBSMI Medicare Advantage plan.
OUR SOLUTION
Communicate earlier than 120 days
Use warmer tone and connect directly with member
Position change to Medicare Advantage as an easy and automatic
transition
Integrated multichannel approach – direct mail, outbound
telephone and digital
RESULTS
With ~60% of individual plan members transitioning to a Blue plan,
we’ve generated up to a ten-fold increase in conversions
© 2016 Responsory, a Johnson Direct LLC company13 • MEDICARE STRAIGHT TALK
SEE WHAT’S WORKING
There	are	so	many	reasons	why	it		
simply	makes	sense	to	switch	to	us.
When you choose a Medicare Supplement
plan, you’re also selecting the company that
stands behind the plan. Our Plan 65-Select
options offer you:
SAVINGS: Compare our rates to others and
see for yourself.
FREEDOM:You can still choose the doctors
and specialists you prefer – no referrals needed.
FLEXIBILITY: We offer several different
Medicare Supplement plans so you could end
up saving on the plan you have now or switch
to another that’s a better fit.
NATIONWIDE	PROTECTION: Blue Cross
and Blue Shield of Kansas is an instantly
recognizable name. Travel with confidence,
knowing you’ll receive care whenever
and wherever you need it.
CONVENIENCE: No claim forms to fill out.
And,youcanuseourAutomaticPaymentOption.
OPTIONAL	DENTAL	COVERAGE: Our
Plan 65 dental program offers you complete
coverage for preventive dental services, plus
additional coverage for more complex care.
VALUE-ADDED	RESOURCE	BLUE: With
our discount and health and wellness awareness
program, you are eligible for health-related
discounts and savings.
Are	you	paying	more	than	you		
need	to	for	Medicare		
Supplement	insurance?
Compare	our	rates…
Dependable coverage doesn’t have to cost
you more. In fact, our Select plan monthly
premiums are among the lowest in Kansas.*
See for yourself…
Blue Cross and Blue Shield of Kansas
Monthly Premiums for 2011:
Attained
Age
Select
Benefit
Plan C
Select
Benefit
Plan F
Select
Benefit
Plan K
66 $96.77 $102.84 $57.19
67 $99.99 $106.29 $59.08
68 $103.34 $109.79 $61.03
69 $106.73 $113.41 $63.07
70 $110.25 $117.16 $65.16
71 $113.87 $121.08 $67.65
72 $118.25 $125.70 $70.27
73 $122.83 $130.58 $72.97
74 $127.56 $135.60 $75.77
75 $132.48 $140.85 $78.70
Plan	65-Select
One	simple	decision	can		
help	you	save	significantly.
Designed for residents who live
in select counties, Plan 65-Select options
from Blue Cross and Blue Shield of
Kansas are competitively priced so you
can save even more without sacrificing
great benefits.
Here’s how: Just agree to use a SELECT
network hospital for NON-EMERGENCY
services. If you receive non-emergency
care at a non-select hospital, you will be
responsible for payment of the Part A
deductible and applicable coinsurance
charges. In	an	emergency,	your	services	
are	covered	at	any	hospital.
Best of all, you may not even have to change
hospitals – the hospital you currently use
could already be a Plan 65-Select facility.
Take a look at the maps and lists on the
reverse side and see how a Select Plan could
work for your health care needs.
* Medicare Supplement Online Shopper’s
Guide, [August 19, 2011].
You can trust Blue Cross and Blue Shield of Kansas to be here for you, because we have
been around for more than 65 years. Today, we cover more than 887,000 Kansans – and
our name is instantly recognizable across the nation.
You can even get started right now!
To find out more, simply fill out the attached form, call us toll-free at 1-800-752-6650
(in Topeka, 785-291-4301) or visit www.bcbsks.com/switch for a FREE Personal Health Care
Planning Kit. See for yourself why selecting Blue Cross and Blue Shield of Kansas could
be in your best interest.
Sincerely,
Mark Dolsky, Vice President
Sales and Marketing
P.S. You’re not locked into your current Medicare Supplement plan. And, it doesn’t cost a
thing to explore how much you can save by switching to Blue Cross and Blue Shield
of Kansas. Call us toll-free at 1-800-752-6650 (in Topeka, 785-291-4301) today.
TIP: Don’t cancel your existing policy until you have been accepted into a new plan
and you are sure that it is what you want.
We look forward to receiving your
reply by Date xx, 2011.
SAVINGS – compare our rates to
others and see for yourself
FREEDOM – choose the doctors
you prefer
NATIONWIDE COVERAGE –
receive care whenever and
wherever you need it
CONVENIENCE –
no claim forms to fill out
OPTIONAL DENTAL
COVERAGE
FREE VALUE-ADDED
PROGRAMS
Three Ways to Respond
➊ Call toll-free 1-800-752-6650
or in Topeka 785-291-4301
➋ Complete and return the form
on the reverse side
➌ Visit www.bcbsks.com/switch
Why Blue Cross and Blue Shield of Kansas?
Blue Cross and Blue Shield of Kansas is not connected with or endorsed by the U.S. Government or Federal
Medicare Program.
Remember…there is NO penalty for checking out your options or switching!
Dear Sample A. Sample,
If you’re concerned about costs – and who isn’t these days – you may want to take a closer
look at the Medicare Supplement plan options available to you. If you’re already carrying
Medicare Supplement insurance, chances are you may be paying too much.
After all, according to law, Medicare Supplement plans are required to offer the exact same
benefits. In other words, one insurer’s Plan C or Plan F must include the exact same benefits
as another insurance company’s Plan C or Plan F. But that doesn’t mean all things are equal.
The difference is in the price you pay and the service you receive. And here’s where
Blue Cross and Blue Shield of Kansas really shines...
Our Select plan premiums are among the lowest in the state.*
As your leading hometown insurer – Kansans serving Kansans – our Plan 65 options are
designed to help you control your Medicare Supplement plan costs. Just take a look at our
popular Select Plan F annual rates, compared to what you’d pay elsewhere:
2011
And remember: you still get the freedom to choose your own doctors without referrals.
With our PLAN 65-SELECT option, you simply agree to use a SELECT network hospital
for NON-EMERGENCY services and save significantly. In an emergency, your services are
covered at any hospital. Please take a look at the enclosed brochure for more details. You
can even take advantage of our optional complete dental coverage.
Company name 2011 Select Plan F Annual Premium*
Attained Age 66 Attained Age 70
Blue Cross and Blue Shield of Kansas [$1,234.08] [$1,405.92]
Sentinel Security Life Insurance Company [$1,398.92] [$1,605.30]
Sterling Life Insurance Company [$1,485.90] [$1,686.34]
United Healthcare Insurance Company [$1,302.96] [$1,517.16]
r YES!I want to find out more about Blue Cross and Blue Shield of Kansas,so I can make an informed decision
about switching.Please send my Planning Kit today.I understand a licensed representative will follow up with me,
and I will need to complete an application that includes health questions,but I am under no obligation to switch.
[First name] [Last name]
[Street Address],[Suite # / Apt #]
[2nd Line Address]
[City],[State] [12345-6789]
Bar Code
Please complete and return in the enclosed envelope.
Have you already enrolled in Medicare Parts A  B? r Yes r No
Date of birth: Month____________Day______Year________
Phone number:(_____)_______________________________
Best time to call between 8:00 a.m.and 4:30 p.m.:__________
Our rates are among the lowest in Kansas!*
FREE HEALTH CARE PLANNING KIT REQUEST FORM
BLUE CROSS AND BLUE SHIELD OF KANSAS
MAY BE ABLE TO HELP YOU SAVE.
Are you enrolled in or considering a
Medicare Supplement plan?
1133 SW Topeka Blvd.
Topeka, Kansas 66629-0001
* Medicare Supplement Online Shopper’s Guide, [August 19, 2011]. Rates are for a
non-smoking male living in the [Wichita area] and are subject to change annually.
(please continue over)
Is the above address correct? If not,please indicate your changes. For faster service,call toll-free 1-800-752-6650.
406 1011
401 1011
[First name] [Last name]
[Street Address],[Suite # / Apt #]
[2nd Line Address]
[City],[State] [12345-6789]
Bar Code
Why should you pay more for
the exact same Medicare
Supplement coverage?
OPEN NOW
to see how Blue Cross and Blue Shield of Kansas
may be able to help you save.
1133 SW Topeka Blvd.
Topeka, Kansas 66629-0001
404 1011
Are you paying more
for the exact same
Medicare
Supplement
benefits?
Maybe it’s time you
switched to
Blue Cross and
Blue Shield of Kansas.
Butler
Cowley
Harvey
Reno
Sedgwick
Sumner
Kingman
Elk
Greenwood
Chautauqua
ChaseMarion
Shawnee/Capital
•	 Atchison	County
Atchison Hospital
•	 Jefferson	County
Jefferson County
Memorial Hospital
•	 Leavenworth	County
Cushing Memorial Hospital
Saint John Hospital
Osage
Wabaunsee
Pottawatomie
Jackson
Shawnee
Marshall
RileyClay
Washington
Douglas
Jefferson
Atchison
Leavenworth
Doniphan
AN	65	-	SELECT	SERVICE	AREAS
•			Riley	County
	 Manhattan Surgical Hospital
Mercy Regional Health Center
•			Shawnee	County
Kansas Rehabilitation Hospital
St. Francis Health Center
Stormont-Vail HealthCare
•			Clay	County
Clay County Medical Center
•			Jackson	County
Holton Community Hospital
•			Pottawatomie	County
Community Healthcare System
Wamego City Hospital
Protection	you	can	count	on	
–	from	a	hometown	leader
BLUE CROSS AND BLUE SHIELD OF KANSAS
Since 1942, the Blue Cross and Blue Shield
tradition of security and dependability has
thrived in Kansas. Today, we cover upwards
of 887,000 Kansans. In other words, we are
here for you.
Ready to find out more?
Request	your	FREE	Personal	Health	Care		
Planning	Kit!
It includes everything you need to decide
if you should switch – complete details on
services offered, plans and premiums. A simple
application also is included, but there is
no obligation.
Three	ways	to	respond.
1. Call toll-free 1-800-752-6650 or in Topeka,
785-291-4301 today!
2. Complete and return the enclosed form.
3. Visit www.bcbsks.com/switch
TIP: Don’t cancel your existing policy until you
have been accepted into a new plan and you
are sure that it is what you want.
An Independent Licensee of the
Blue Cross and Blue Shield Association
402 1011
Butler	County
Kansas Medical Center
Susan B. Allen Memorial Hospital
Kingman	County
Kingman Community Hospital
Sedgwick	County
Galichia Heart Hospital
Kansas Heart Hospital
Via Christi Hospitals
Via Christi Behavioral Health Center
Via Christi Rehabilitation Hospital
Wesley Medical Center
Wesley Rehabilitation Hospital
Sumner	County
Sumner Regional Medical Center
Blue Cross and Blue Shield of Kansas is not
connected with or endorsed by the U.S.
Government or Federal Medicare Program.
giblefortheSelectplanrateyoumustliveinoneofthecountieslistedonthemaps.Thehospital
rewhereyoumustgoforplannedadmissions.
SWITCHERPROGRAMOUTPERFORMSOTHER
MARKETINGBYFACTOROF5!
Convincingseniorstochangehealthinsuranceplanscanbeadaunting
task.BlueCrossBlueShieldofKansasturnedtoResponsoryforhelp
launchinganewswitcherprogramforitsMedicaresupplementproduct.
OURSOLUTION
Segmentedtargetaudience;zeroedinonattractivepricingusingspecific
plancomparisonsinareaswhereBCBSKSwasmostcompetitive
Createdcompelling,cost-effectivedirectmailpackagetoattract
attentionanddriveleads
RESULTS
Campaignsetarecord-achievedROI5timesfasterthananyother
BCBSKSinitiative
© 2016 Responsory, a Johnson Direct LLC company14 • MEDICARE STRAIGHT TALK
SEE WHAT’S WORKING
BLUE CROSS BLUE SHIELD OF NORTH DAKOTA
ATTN: RANDY PAPACHEK
4510 13TH AVE S
FARGO ND 58103-9971
NO POSTAGE
NECESSARY
IF MAILED
IN THE
UNITED STATES
BUSINESS REPLY MAILFIRST-CLASS MAIL FARGO NDPERMIT NO. 300
POSTAGE WILL BE PAID BY ADDRESSEE
Artwork for User Defined (4 x 6)
Layout: sample BRM card with IMB.lyt
September 16, 2010
Produced by DAZzle Designer, Version 9.0.05
(c) 1993-2009, Endicia, www.Endicia.com
U.S. Postal Service, Serial #
IMPORTANT: DO NOT ENLARGE, REDUCE OR MOVE the FIM and POSTNET barcodes. They are only valid as printed!
Special care must be taken to ensure FIM and POSTNET barcode are actual size AND placed properly on the mail piece
to meet both USPS regulations and automation compatibility standards.
STRAIGHT ANSWERS to your Medicare questions
Noridian Mutual Insurance Company
To discover more about Blue Cross
Blue Shield of North Dakota’s Medicare
supplement insurance and how you can make
the switch, contact us at 1-800-280-2583 or
complete and return the attached card.
Everything you’re
looking for in a
Medicare supplement
plan in one place:
1 SAVINGS – BCBSND premiums are
among the lowest in North Dakota.
2 OUTSTANDING SERVICE – we’ll help you
through the process via phone or in person.
3 FREEDOM TO CHOOSE – you can choose
which BCBSND supplement plan best fits
your situation.
TO: [First name, Last Name]
North Dakota Medicare-Eligible Resident
FROM: Jack Easton, Assistant Vice President Marketing
Blue Cross Blue Shield of North Dakota (BCBSND)
RE: Switching to BCBSND Medicare Supplement Insurance – AMONG NORTH DAKOTA’S
MOST AFFORDABLE COVERAGE
In the last few weeks, we’ve been reaching out to you to help you with an important decision: whom should you trust, moving
forward, to be there for you with your Medicare supplement plan coverage? If you already have made a choice – and even if you
haven’t – you may want to take a closer look at Blue Cross Blue Shield of North Dakota (BCBSND). But first, ask yourself these
three questions:
1. Who gives me the plan I want at a price I can afford?
According to the North Dakota Insurance Department, Blue Cross Blue Shield of North Dakota leads the way on low pricing for
some of the most popular Medicare supplement plans. We’re here to help you control your costs and we offer you a variety of
popular options from which to choose.
2. Who pays claims in a timely manner?
BCBSND has been providing Medicare supplement insurance plans for decades. We’re the #1 health insurance provider in North
Dakota, with an unwavering commitment to our customers. We ensure that you won’t have mounds of paperwork each time you
make a claim and that your claims will be paid promptly.
3. Who is on my side before and after I choose a plan?
No one is more dedicated to North Dakota than we are. We’ve been helping folks just like you for more than 70 years. And today
we provide friendly face-to-face service at eight service offices throughout North Dakota and currently employ more than 1,000 of
your friends and neighbors. We’ve earned your trust in the past and we will work hard to continue to keep it in the years ahead.
The decision is clear – Blue Cross Blue Shield of North Dakota is there for you, today and down the road,
with coverage that fits your needs and your budget. Switch to us today!
To make it easy for
you, we’ve created
a handy checklist to
compare companies:
Other
BCBSND Insurance
North Dakota’s largest health insurance coverage provider ✔ ?
Some of the lowest Medicare supplement premium prices ✔ ?
8 service offices throughout North Dakota ✔ ?
Involvement in the Medicare program since its inception ✔ ?
A variety of Medicare supplement plans ✔ ?
including the popular Plan F
A track record of timely claims payments ✔ ?
A company you can trust – North Dakota’s most ✔ ?
experienced health care coverage provider
North Dakota’s #1 Medicare supplement provider!
CALL 1-800-280-2583
or simply fill out and return
the attached card.
Want more facts about Medicare
supplement insurance?
Visit SmartSeniorND.com.
Now’s a great time to switch to Blue Cross Blue Shield of North Dakota.
Get a FREE pedometer to help you
step into a healthy lifestyle with
no obligation just for finding out more.
STRAIGHT TALK about Medicare supplement insurance rates
(and why it makes sense to switch to us!)
North Dakota’s #1 Medicare supplement provider!
Noridian Mutual Insurance Company
To discover more about Blue Cross
Blue Shield of North Dakota’s Medicare
supplement insurance and how you can make
the switch, contact us at 1-800-280-2583 or
complete and return the attached card.
Everything you’re
looking for in a
Medicare supplement
plan in one place:
1 SAVINGS – BCBSND premiums are
among the lowest in North Dakota.
2 OUTSTANDING SERVICE – we’ll help you
through the process via phone or in person.
3 FREEDOM TO CHOOSE – you can choose
which BCBSND supplement plan best fits
your situation.
CHECK OUT
THESE RATES
CALL 1-800-280-2583
or simply fill out and return
the attached card.
Want more facts about Medicare
supplement insurance?
Visit SmartSeniorND.com.
Now’s a great time to switch to Blue Cross Blue Shield of North Dakota.
TO: [First name, Last Name]
North Dakota Medicare-Eligible Resident
FROM: Jack Easton, Assistant Vice President Marketing
Blue Cross Blue Shield of North Dakota (BCBSND)
RE: Switching to BCBSND Medicare Supplement Insurance – AMONG NORTH DAKOTA’S
MOST AFFORDABLE COVERAGE
If you currently carry Medicare supplement insurance, you made a very smart decision when you chose to fill in the gaps that
exist in your Medicare coverage. As a result, you left yourself less vulnerable to medical bills that Medicare does not cover.
Now it’s time to make the next smart decision…
You may already know that all Medicare supplement providers are required by the government to offer the exact same
benefits for a particular plan. In other words, the features of each plan do not vary from company to company. So the
question is: Are you paying more than you should for the exact same coverage? And who will really stand behind that
coverage with a powerful commitment to you?
Blue Cross Blue Shield of North Dakota is our state’s
#1 health insurance provider with some of today’s lowest premiums.
According to the North Dakota Insurance Department, BCBSND offered the lowest premiums.* See for yourself…
BCBSND is highly competitive with all our plans to make it easier for you to control your costs
and obtain the coverage that’s right for you.
It’s not just the price. It’s also the company that stands behind the plan.
Some companies will sell you a Medicare supplement plan and that’s that. The only time you’ll communicate with them is through a voice maze when you
need to file a claim.
Blue Cross Blue Shield of North Dakota has made a commitment to the people of North Dakota. We’ve been helping folks just like you for more than 70
years, offering customized coverage as well as friendly, face-to-face service in eight North Dakota service offices. We employ more than 1,000 of your friends
and neighbors and are trusted by more North Dakotans than any other insurance company – with over 454,000 members.
We’ve made it easy to explore how much you could save.
Contact us today for more information at 1-800-280-2583 or complete and return the attached card. Switch to us and see what a difference the #1 North
Dakota Medicare supplement provider can make!
* Based on our most popular Plan F– for a new applicant, male, non-smoker, age 65. The rate information was filed with the North Dakota Insurance Department, which does not endorse or recommend a particular company
or plan. Because of a number of factors the annual premiums above are approximate. Factors such as gender, smoker status, and others, may impact the actual premium amount. Price is not the only issue to consider. Please
review all issues in relation to your own needs before purchasing a policy.
Get a FREE pedometer to help you
step into a healthy lifestyle with
no obligation just for finding out more.
COMPANY NAME PLAN F ANNUAL PREMIUM*
Sanford Health Plan $1,985
American Republic Corp Insurance Company $1,813
Order of United Commercial Travelers of America $1,581
Thrivent Financial for Lutherans $1,559
State Farm Mutual Automobile Insurance Company $1,485
Humana Insurance Company $1,433
United World Life Insurance Company $1,298
Blue Cross Blue Shield of ND (Noridian Mutual Insurance Company) $1,217
BLUE CROSS BLUE SHIELD OF NORTH DAKOTA
ATTN: RANDY PAPACHEK
4510 13TH AVE S
FARGO ND 58103-9971
NO POSTAGE
NECESSARY
IF MAILED
IN THE
UNITED STATES
BUSINESS REPLY MAILFIRST-CLASS MAIL FARGO NDPERMIT NO. 300
POSTAGE WILL BE PAID BY ADDRESSEE
Artwork for User Defined (4 x 6)
Layout: sample BRM card with IMB.lyt
September 16, 2010
Produced by DAZzle Designer, Version 9.0.05
(c) 1993-2009, Endicia, www.Endicia.com
U.S. Postal Service, Serial #
IMPORTANT: DO NOT ENLARGE, REDUCE OR MOVE the FIM and POSTNET barcodes. They are only valid as printed!
Special care must be taken to ensure FIM and POSTNET barcode are actual size AND placed properly on the mail piece
to meet both USPS regulations and automation compatibility standards.
BLUE CROSS BLUE SHIELD OF NORTH DAKOTA
ATTN: RANDY PAPACHEK
4510 13TH AVE S
FARGO ND 58103-9971
NO POSTAGE
NECESSARY
IF MAILED
IN THE
UNITED STATES
BUSINESS REPLY MAILFIRST-CLASS MAIL FARGO NDPERMIT NO. 300
POSTAGE WILL BE PAID BY ADDRESSEE
Artwork for User Defined (4 x 6)
Layout: sample BRM card with IMB.lyt
September 16, 2010
Produced by DAZzle Designer, Version 9.0.05
(c) 1993-2009, Endicia, www.Endicia.com
U.S. Postal Service, Serial #
IMPORTANT: DO NOT ENLARGE, REDUCE OR MOVE the FIM and POSTNET barcodes. They are only valid as printed!
Special care must be taken to ensure FIM and POSTNET barcode are actual size AND placed properly on the mail piece
to meet both USPS regulations and automation compatibility standards.
STRAIGHT TALK about Medicare supplement insurance service
(and why it makes sense to switch to us!)
Noridian Mutual Insurance Company
To discover more about Blue Cross
Blue Shield of North Dakota’s Medicare
supplement insurance and how you can make
the switch, contact us at 1-800-280-2583 or
complete and return the attached card.
Everything you’re
looking for in a
Medicare supplement
plan in one place:
1 SAVINGS – BCBSND premiums are
among the lowest in North Dakota.
2 OUTSTANDING SERVICE – we’ll help you
through the process via phone or in person.
3 FREEDOM TO CHOOSE – you can choose
which BCBSND supplement plan best fits
your situation.
TO: [First name, Last Name]
North Dakota Medicare-Eligible Resident
FROM: Jack Easton, Assistant Vice President Marketing
Blue Cross Blue Shield of North Dakota (BCBSND)
RE: Switching to BCBSND Medicare Supplement Insurance – AMONG NORTH DAKOTA’S
MOST AFFORDABLE COVERAGE
Since all Medicare supplement plans contain the exact same features, it might seem at first glance that it doesn’t really matter who
insures you. But when you dig a little deeper, you’ll find that it matters a great deal.
Blue Cross Blue Shield of North Dakota offers some of the lowest premium rates of any major company. But more importantly, we’re
there in a big way after you purchase from us, which is really where an insurance company earns its moxie. We’ve been helping folks
just like you for more than 70 years.
So if you carry a Medicare supplement plan with anyone other than BCBSND, ask yourself:
• Is my current insurance company #1 in North Dakota? If not, why not? BCBSND is the state’s #1 health
insurance provider. We have an entire team of people who have dedicated their careers to understanding Medicare
supplement coverage.
• Has my current insurance company made a commitment to North Dakota? BCBSND certainly has! We
have friendly face-to-face service in eight service offices across North Dakota. If you do have a question, you won’t get lost in an
anonymous voice maze; you can simply visit us. We employ more than 1,000 of your friends and neighbors and are trusted by
more North Dakotans than any other insurance company – with over 454,000 members.
• How will my current insurance company stack up with claims payments? We’re here to give you
assurance that your claims will be paid on time and you won’t have mounds of paperwork each time you make a claim. You
have the freedom to select from any Medicare participating health care providers whenever and wherever you choose. There is
no need to wait for referrals or worry about choosing a doctor from a limited network of approved providers.
• Are you paying more for the exact same coverage? All Medicare supplement plan providers are required by
the government to offer the exact same benefits for a particular plan, so it makes sense to compare rates. BCBSND Medicare
supplement plan rates are among the lowest in the state.
Choosing a Medicare supplement provider is NOT “apples to apples.”
Remember, when it comes to Medicare supplement plans, service is key. Think about any insurance you purchased – for example, life
insurance. You wanted a policy from a company that would help your family collect what they’re entitled to, not create hassles at an
already difficult time. The same can be said for Medicare supplement plans.
Switch to us and see what a difference the
#1 North Dakota Medicare supplement provider could make!
North Dakota’s #1 Medicare supplement provider!
CALL 1-800-280-2583
or simply fill out and return
the attached card.
Want more facts about Medicare
supplement insurance?
Visit SmartSeniorND.com.
Now’s a great time to switch to Blue Cross Blue Shield of North Dakota.
Get a FREE pedometer to help you
step into a healthy lifestyle with
no obligation just for finding out more.
ORFORFASTERSERVICECALL1-800-280-2583
Response
requestedby:
xx/xx/2010
DATEOFBIRTH________________________❒MALE❒FEMALE
DAYTIMEPHONE(_______)_____________________BESTTIMETOCALL:_____A.M.______P.M.
EMAIL_________________________________________________________________________
[First][MiddleInitial.][Last]
[StreetAddress],[Suite#/Apt#]
[2ndLineAddress]
[City],[State][12345-6789]
stepintoahealthylifestylewith
noobligationjustforfindingoutmore.
WantmorefactsaboutMedicaresupplementinsurance?
VisitSmartSeniorND.com.
CALL1-800-280-2583
orsimplyfilloutandreturntheattachedcard.
SUPPLEMENTPLANS–planswithpremiumsthatareoftenlowerthanany
otherinNorthDakota.Iunderstandthatthereisnoobligation.
HURRY–youcouldbemissingoutonsavings.
20 10 Medicare Supplement Benefits UPDATE
STRAIGHT TALK ABOUT MEDICARE SUPPLEMENT COVERAGE
[First] [Middle Initial.] [Last]
[Street Address], [Suite # / Apt #]
[2nd Line Address]
[City], [State] [12345-6789]
Bar Code
NoridianMutualInsuranceCompany
451013thAve.S.,Fargo,ND58121
ReservedforMedicare-EligibleNorthDakotaResidentsOnly!
Open Immediately Time Sensitive Information Enclosed
Will your insurance
company be there for you
with sound guidance and
fast claims payment?
JDMS-S2-MTH-YR
STRAIGHT TALK REAPS RESULTS
With an aging block of business and slipping market share in the 65+
arena, this Blue plan’s existing Aging-In program was not providing the
results it needed. The creative approach was not appropriate for this
market and it lacked a compelling call to action.
OUR SOLUTION
Utilized data analytics, customer profiling  modeling, segmenting,
direct mail testing and fresh “Straight Talk” creative
Series of mailings for Aging-In, Switcher and Working Longer segments
Designed with enticing mail panels and consistent graphics to reinforce
key messages
RESULTS
Our campaigns established new controls and significant increase in
qualified leads and conversions
© 2016 Responsory, a Johnson Direct LLC company15 • MEDICARE STRAIGHT TALK
BONUS TIP: ADDING EMAIL TO THE MIX
DID YOU KNOW 89% OF SENIORS 65+ HAVE PERSONAL
EMAIL AND USE IT REGULARLY?
Yet, most Medicare marketing today leaves this valuable channel
untapped. Direct mail may be the go-to tactic, but adding a digital
program to the mix can lead to impressive response rates.
In fact, for Blue Cross Blue Shield of Michigan, we created an Age-In
digital program that:
Optimized direct mail and call center communications to build opt-in
prospect database
Engaged prospects with series of informative, compliance-friendly
email messages and landing pages
Enticed targets to click and call using a straightforward tone and helpful
content
RESULTS
Improved multi-channel integration and increased digital engagement
with relevant, customer-focused messaging
© 2016 Responsory, a Johnson Direct LLC company16 • MEDICARE STRAIGHT TALK
WHAT’S
BEHIND
Those nearing 65 receive a barrage of info about
Medicare plans. This can be a confusing and
overwhelming time for seniors
When done right, direct marketing (offline  online)
can be a powerful tool for influencing this older
demographic
It can help attract new customers, sell more products
to current customers, and even persuade prospects
to switch brands
© 2016 Responsory, a Johnson Direct LLC company17 • MEDICARE STRAIGHT TALK
Use consistent messaging that resonates with seniors
Position clients as leaders and experts, highlighting
attractive rates and thorough knowledge of Medicare
coverage
Each campaign is unique to our client’s brand, goals
and value propositions, driving home key messages
such as monetary savings, outstanding service and
freedom to choose
RESPONSORY’S
STRAIGHT TALK
APPROACH
© 2016 Responsory, a Johnson Direct LLC company18 • MEDICARE STRAIGHT TALK
Carefully choose key messages–price, provider
choice and customer service are reasons people opt
for one plan over the other
Encourage our clients to consider dual, no
obligation offers (i.e. FREE pedometer and Medicare
information kit)
RESPONSORY’S
STRAIGHT TALK
APPROACH
© 2016 Responsory, a Johnson Direct LLC company19 • MEDICARE STRAIGHT TALK
TOUCH-
POINTS AND
TIMING
Timing is critical and each subsequent touch-point
has its own unique challenges and chances of
enticing a response
For example, some multi-touch programs pull in
the most responses early on, helping us narrow our
number of touches, frequency and timing to the
most effective combination
© 2016 Responsory, a Johnson Direct LLC company20 • MEDICARE STRAIGHT TALK
STRAIGHT
TALK FOR
SMART
SEGMENTING
AGING IN
Educational and informative approach
Multichannel strategy including digital
SWITCHER PROGRAMS
Hit harder on competitive factors
Use irresistible teaser copy to get opened
WORKING LONGER CAMPAIGNS
Survey prospects about their future retirement goals;
in exchange, offer them value-added information
such as a fact-packed book to aid in healthy living
© 2016 Responsory, a Johnson Direct LLC company21 • MEDICARE STRAIGHT TALK
OUR
STRATEGY
INTELLIGENCE INFORMS BOTH ONLINE AND OFFLINE
MARKETING TACTICS
Bycombiningtraditionaltacticswithcutting-edgetechnology
ourMedicaremarketingstrategiesdrivesalesandmaximizeROI.
At Responsory, we understand the tried-and-true Medicare
marketing techniques–DIRECT MARKETING, user-friendly
response mechanisms and measurable results are at the core
of everything we do.
But we don’t stop there. We add the power of DATA and
ground-breaking digital tools to segment and target audiences
like never before.
Customize and localize our approach by market
Vary messaging by target region and product offering
Go beyond generational stereotypes to appeal to changing
consumer
Optimize our tactical mix by region and audience
© 2016 Responsory, a Johnson Direct LLC company22 • MEDICARE STRAIGHT TALK
Our Straight Talk strategy and on-target creative are
helping our clients gain market share. Not only are
our Medicare campaigns successful in generating
qualified leads, they produce the necessary
conversions to substantially impact insurers’
bottom lines.
Call us today. Who better to boost sales than an
agency with a real understanding of the insurance
market and a firm grasp on the tactics and formats
necessary to achieve solid results.
800.710.2750
INFO@RESPONSORY.COM
RESPONSORY.COM
ARE YOU
READY FOR
© 2016 Responsory, a Johnson Direct LLC company
T H A N K Y O U
LET’S GET STARTED

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Medicare Straight Talk: Guiding Boomers with Consumer-Friendly Medicare Marketing

  • 1. © 2016 Responsory, a Johnson Direct LLC company Guiding Boomers with Consumer- Friendly Medicare Marketing
  • 2. © 2016 Responsory, a Johnson Direct LLC company2 • MEDICARE STRAIGHT TALK WHAT’S INSIDE THE GUIDE Welcome to the New 65 Are you Getting Through to the 65+ Market? Your Audience See What’s Working What’s Behind Straight Talk Conclusion
  • 3. © 2016 Responsory, a Johnson Direct LLC company3 • MEDICARE STRAIGHT TALK THE MEDICARE LANDSCAPE IS CHANGING... AND SO IS YOUR AUDIENCE Today’s baby boomers are a diverse group. They’re healthier. They’re educated. They read newspapers AND surf the web. They’re mobile. They’re social. And most importantly, they’re not all alike.
  • 4. © 2016 Responsory, a Johnson Direct LLC company4 • MEDICARE STRAIGHT TALK TAKING CHARGE OF THEIR HEALTH More likely to take charge of their health than the generation before them Realize that shopping for Medicare can be difficult, time consuming and confusing Motivated to shop for Medicare coverage, but hesitant to switch
  • 5. © 2016 Responsory, a Johnson Direct LLC company5 • MEDICARE STRAIGHT TALK ADOPTING UNIQUE TECHNOLOGY PATTERNS Use computers and access the Internet more than ever before Adopt different technology patterns based on their health, discretionary income and education level Older adults who use the Internet/Broadband at higher rates are: Healthier More Affluent More Educated
  • 6. © 2016 Responsory, a Johnson Direct LLC company6 • MEDICARE STRAIGHT TALK SHOPPING FOR HEALTH INSURANCE ONLINE Internet activity is the most prevalent shopping activity among Age-ins in 2016 and the activity they spend the most time doing In any given month prior to age 65, 40 - 45% of Age-ins are using the internet to shop for health insurance
  • 7. © 2016 Responsory, a Johnson Direct LLC company7 • MEDICARE STRAIGHT TALK IT’S A BIG WORLD OF 60-SOMETHINGS OUT THERE More than 40 million people in the U.S. are aged 65+ Projected to reach 72 million by the year 2030 – representing nearly 20 percent of the total U.S. population!
  • 8. © 2016 Responsory, a Johnson Direct LLC company8 • MEDICARE STRAIGHT TALK ARE YOU GETTING THROUGH TO THE 65+ MARKET? Recognizing the shortcomings of Medicare, many of these older Americans are choosing to buy some type of supplemental health insurance coverage. This is good news for health insurance companies. But what if your current marketing program is failing to convince seniors that they need YOUR Medicare Supplement or Medicare Advantage plan? In this Guide, we’ll share several tactics that are working for our Medicare health insurance clients. We’ll start with a brief overview of our proven Direct BrandingSM method.
  • 9. © 2016 Responsory, a Johnson Direct LLC company9 • MEDICARE STRAIGHT TALK START HERE: SMART SEGMENTING An integral first step in Responsory’s Direct BrandingSM method involves smart segmenting. 1. Profile and model your existing member base 2. Identify trends and opportunities 3. Determine strategies for segmenting your audience 4. Develop specific creative approach to speak to the needs of each segment Possible Segments include: Geographic areas of opportunity Current customers turning age 65 Non-customers turning age 65 Non-customers over age 65 (switcher market) Specific age bands Working longer prospects (customers aged 65+)
  • 10. © 2016 Responsory, a Johnson Direct LLC company10 • MEDICARE STRAIGHT TALK NEXT: UNDERSTAND THE MARKET IT’S A BIG WORLD OF 60-SOMETHINGS OUT THERE Our strategic recommendations are often guided by trends uncovered through secondary research. For example, a few facts about the Aging-In market: Typically unaware if their current provider even offers coverage options once they turn 65 Brandloyaltyisdecreasingasmorepeopleshop around,validatingthenecessityofaswitcherprogram A larger percent are working longer to get insurance through their employer
  • 11. © 2016 Responsory, a Johnson Direct LLC company11 • MEDICARE STRAIGHT TALK SEE WHAT’S WORKING In your complex and highly regulated industry, a consumer-friendly, no-nonsense marketing approach is more important than ever. Health insurers must find smarter ways to talk to their customers and help them navigate the Medicare landscape. So how do you make sure your marketing strategies outshine those of your competition? Next, we’ll share with you a behind-the-scenes look at several insurers who are getting it right, and the tactics behind their successful campaigns.
  • 12. © 2016 Responsory, a Johnson Direct LLC company12 • MEDICARE STRAIGHT TALK SEE WHAT’S WORKING ENROLLMENT PROGRAM BOOSTS CONVERSION RATE 10-FOLD Blue Cross and Blue Shield of Michigan was looking for a more robust initiative to encourage current individual plan members aging into 65 to transition to a BCBSMI Medicare Advantage plan. OUR SOLUTION Communicate earlier than 120 days Use warmer tone and connect directly with member Position change to Medicare Advantage as an easy and automatic transition Integrated multichannel approach – direct mail, outbound telephone and digital RESULTS With ~60% of individual plan members transitioning to a Blue plan, we’ve generated up to a ten-fold increase in conversions
  • 13. © 2016 Responsory, a Johnson Direct LLC company13 • MEDICARE STRAIGHT TALK SEE WHAT’S WORKING There are so many reasons why it simply makes sense to switch to us. When you choose a Medicare Supplement plan, you’re also selecting the company that stands behind the plan. Our Plan 65-Select options offer you: SAVINGS: Compare our rates to others and see for yourself. FREEDOM:You can still choose the doctors and specialists you prefer – no referrals needed. FLEXIBILITY: We offer several different Medicare Supplement plans so you could end up saving on the plan you have now or switch to another that’s a better fit. NATIONWIDE PROTECTION: Blue Cross and Blue Shield of Kansas is an instantly recognizable name. Travel with confidence, knowing you’ll receive care whenever and wherever you need it. CONVENIENCE: No claim forms to fill out. And,youcanuseourAutomaticPaymentOption. OPTIONAL DENTAL COVERAGE: Our Plan 65 dental program offers you complete coverage for preventive dental services, plus additional coverage for more complex care. VALUE-ADDED RESOURCE BLUE: With our discount and health and wellness awareness program, you are eligible for health-related discounts and savings. Are you paying more than you need to for Medicare Supplement insurance? Compare our rates… Dependable coverage doesn’t have to cost you more. In fact, our Select plan monthly premiums are among the lowest in Kansas.* See for yourself… Blue Cross and Blue Shield of Kansas Monthly Premiums for 2011: Attained Age Select Benefit Plan C Select Benefit Plan F Select Benefit Plan K 66 $96.77 $102.84 $57.19 67 $99.99 $106.29 $59.08 68 $103.34 $109.79 $61.03 69 $106.73 $113.41 $63.07 70 $110.25 $117.16 $65.16 71 $113.87 $121.08 $67.65 72 $118.25 $125.70 $70.27 73 $122.83 $130.58 $72.97 74 $127.56 $135.60 $75.77 75 $132.48 $140.85 $78.70 Plan 65-Select One simple decision can help you save significantly. Designed for residents who live in select counties, Plan 65-Select options from Blue Cross and Blue Shield of Kansas are competitively priced so you can save even more without sacrificing great benefits. Here’s how: Just agree to use a SELECT network hospital for NON-EMERGENCY services. If you receive non-emergency care at a non-select hospital, you will be responsible for payment of the Part A deductible and applicable coinsurance charges. In an emergency, your services are covered at any hospital. Best of all, you may not even have to change hospitals – the hospital you currently use could already be a Plan 65-Select facility. Take a look at the maps and lists on the reverse side and see how a Select Plan could work for your health care needs. * Medicare Supplement Online Shopper’s Guide, [August 19, 2011]. You can trust Blue Cross and Blue Shield of Kansas to be here for you, because we have been around for more than 65 years. Today, we cover more than 887,000 Kansans – and our name is instantly recognizable across the nation. You can even get started right now! To find out more, simply fill out the attached form, call us toll-free at 1-800-752-6650 (in Topeka, 785-291-4301) or visit www.bcbsks.com/switch for a FREE Personal Health Care Planning Kit. See for yourself why selecting Blue Cross and Blue Shield of Kansas could be in your best interest. Sincerely, Mark Dolsky, Vice President Sales and Marketing P.S. You’re not locked into your current Medicare Supplement plan. And, it doesn’t cost a thing to explore how much you can save by switching to Blue Cross and Blue Shield of Kansas. Call us toll-free at 1-800-752-6650 (in Topeka, 785-291-4301) today. TIP: Don’t cancel your existing policy until you have been accepted into a new plan and you are sure that it is what you want. We look forward to receiving your reply by Date xx, 2011. SAVINGS – compare our rates to others and see for yourself FREEDOM – choose the doctors you prefer NATIONWIDE COVERAGE – receive care whenever and wherever you need it CONVENIENCE – no claim forms to fill out OPTIONAL DENTAL COVERAGE FREE VALUE-ADDED PROGRAMS Three Ways to Respond ➊ Call toll-free 1-800-752-6650 or in Topeka 785-291-4301 ➋ Complete and return the form on the reverse side ➌ Visit www.bcbsks.com/switch Why Blue Cross and Blue Shield of Kansas? Blue Cross and Blue Shield of Kansas is not connected with or endorsed by the U.S. Government or Federal Medicare Program. Remember…there is NO penalty for checking out your options or switching! Dear Sample A. Sample, If you’re concerned about costs – and who isn’t these days – you may want to take a closer look at the Medicare Supplement plan options available to you. If you’re already carrying Medicare Supplement insurance, chances are you may be paying too much. After all, according to law, Medicare Supplement plans are required to offer the exact same benefits. In other words, one insurer’s Plan C or Plan F must include the exact same benefits as another insurance company’s Plan C or Plan F. But that doesn’t mean all things are equal. The difference is in the price you pay and the service you receive. And here’s where Blue Cross and Blue Shield of Kansas really shines... Our Select plan premiums are among the lowest in the state.* As your leading hometown insurer – Kansans serving Kansans – our Plan 65 options are designed to help you control your Medicare Supplement plan costs. Just take a look at our popular Select Plan F annual rates, compared to what you’d pay elsewhere: 2011 And remember: you still get the freedom to choose your own doctors without referrals. With our PLAN 65-SELECT option, you simply agree to use a SELECT network hospital for NON-EMERGENCY services and save significantly. In an emergency, your services are covered at any hospital. Please take a look at the enclosed brochure for more details. You can even take advantage of our optional complete dental coverage. Company name 2011 Select Plan F Annual Premium* Attained Age 66 Attained Age 70 Blue Cross and Blue Shield of Kansas [$1,234.08] [$1,405.92] Sentinel Security Life Insurance Company [$1,398.92] [$1,605.30] Sterling Life Insurance Company [$1,485.90] [$1,686.34] United Healthcare Insurance Company [$1,302.96] [$1,517.16] r YES!I want to find out more about Blue Cross and Blue Shield of Kansas,so I can make an informed decision about switching.Please send my Planning Kit today.I understand a licensed representative will follow up with me, and I will need to complete an application that includes health questions,but I am under no obligation to switch. [First name] [Last name] [Street Address],[Suite # / Apt #] [2nd Line Address] [City],[State] [12345-6789] Bar Code Please complete and return in the enclosed envelope. Have you already enrolled in Medicare Parts A B? r Yes r No Date of birth: Month____________Day______Year________ Phone number:(_____)_______________________________ Best time to call between 8:00 a.m.and 4:30 p.m.:__________ Our rates are among the lowest in Kansas!* FREE HEALTH CARE PLANNING KIT REQUEST FORM BLUE CROSS AND BLUE SHIELD OF KANSAS MAY BE ABLE TO HELP YOU SAVE. Are you enrolled in or considering a Medicare Supplement plan? 1133 SW Topeka Blvd. Topeka, Kansas 66629-0001 * Medicare Supplement Online Shopper’s Guide, [August 19, 2011]. Rates are for a non-smoking male living in the [Wichita area] and are subject to change annually. (please continue over) Is the above address correct? If not,please indicate your changes. For faster service,call toll-free 1-800-752-6650. 406 1011 401 1011 [First name] [Last name] [Street Address],[Suite # / Apt #] [2nd Line Address] [City],[State] [12345-6789] Bar Code Why should you pay more for the exact same Medicare Supplement coverage? OPEN NOW to see how Blue Cross and Blue Shield of Kansas may be able to help you save. 1133 SW Topeka Blvd. Topeka, Kansas 66629-0001 404 1011 Are you paying more for the exact same Medicare Supplement benefits? Maybe it’s time you switched to Blue Cross and Blue Shield of Kansas. Butler Cowley Harvey Reno Sedgwick Sumner Kingman Elk Greenwood Chautauqua ChaseMarion Shawnee/Capital • Atchison County Atchison Hospital • Jefferson County Jefferson County Memorial Hospital • Leavenworth County Cushing Memorial Hospital Saint John Hospital Osage Wabaunsee Pottawatomie Jackson Shawnee Marshall RileyClay Washington Douglas Jefferson Atchison Leavenworth Doniphan AN 65 - SELECT SERVICE AREAS • Riley County Manhattan Surgical Hospital Mercy Regional Health Center • Shawnee County Kansas Rehabilitation Hospital St. Francis Health Center Stormont-Vail HealthCare • Clay County Clay County Medical Center • Jackson County Holton Community Hospital • Pottawatomie County Community Healthcare System Wamego City Hospital Protection you can count on – from a hometown leader BLUE CROSS AND BLUE SHIELD OF KANSAS Since 1942, the Blue Cross and Blue Shield tradition of security and dependability has thrived in Kansas. Today, we cover upwards of 887,000 Kansans. In other words, we are here for you. Ready to find out more? Request your FREE Personal Health Care Planning Kit! It includes everything you need to decide if you should switch – complete details on services offered, plans and premiums. A simple application also is included, but there is no obligation. Three ways to respond. 1. Call toll-free 1-800-752-6650 or in Topeka, 785-291-4301 today! 2. Complete and return the enclosed form. 3. Visit www.bcbsks.com/switch TIP: Don’t cancel your existing policy until you have been accepted into a new plan and you are sure that it is what you want. An Independent Licensee of the Blue Cross and Blue Shield Association 402 1011 Butler County Kansas Medical Center Susan B. Allen Memorial Hospital Kingman County Kingman Community Hospital Sedgwick County Galichia Heart Hospital Kansas Heart Hospital Via Christi Hospitals Via Christi Behavioral Health Center Via Christi Rehabilitation Hospital Wesley Medical Center Wesley Rehabilitation Hospital Sumner County Sumner Regional Medical Center Blue Cross and Blue Shield of Kansas is not connected with or endorsed by the U.S. Government or Federal Medicare Program. giblefortheSelectplanrateyoumustliveinoneofthecountieslistedonthemaps.Thehospital rewhereyoumustgoforplannedadmissions. SWITCHERPROGRAMOUTPERFORMSOTHER MARKETINGBYFACTOROF5! Convincingseniorstochangehealthinsuranceplanscanbeadaunting task.BlueCrossBlueShieldofKansasturnedtoResponsoryforhelp launchinganewswitcherprogramforitsMedicaresupplementproduct. OURSOLUTION Segmentedtargetaudience;zeroedinonattractivepricingusingspecific plancomparisonsinareaswhereBCBSKSwasmostcompetitive Createdcompelling,cost-effectivedirectmailpackagetoattract attentionanddriveleads RESULTS Campaignsetarecord-achievedROI5timesfasterthananyother BCBSKSinitiative
  • 14. © 2016 Responsory, a Johnson Direct LLC company14 • MEDICARE STRAIGHT TALK SEE WHAT’S WORKING BLUE CROSS BLUE SHIELD OF NORTH DAKOTA ATTN: RANDY PAPACHEK 4510 13TH AVE S FARGO ND 58103-9971 NO POSTAGE NECESSARY IF MAILED IN THE UNITED STATES BUSINESS REPLY MAILFIRST-CLASS MAIL FARGO NDPERMIT NO. 300 POSTAGE WILL BE PAID BY ADDRESSEE Artwork for User Defined (4 x 6) Layout: sample BRM card with IMB.lyt September 16, 2010 Produced by DAZzle Designer, Version 9.0.05 (c) 1993-2009, Endicia, www.Endicia.com U.S. Postal Service, Serial # IMPORTANT: DO NOT ENLARGE, REDUCE OR MOVE the FIM and POSTNET barcodes. They are only valid as printed! Special care must be taken to ensure FIM and POSTNET barcode are actual size AND placed properly on the mail piece to meet both USPS regulations and automation compatibility standards. STRAIGHT ANSWERS to your Medicare questions Noridian Mutual Insurance Company To discover more about Blue Cross Blue Shield of North Dakota’s Medicare supplement insurance and how you can make the switch, contact us at 1-800-280-2583 or complete and return the attached card. Everything you’re looking for in a Medicare supplement plan in one place: 1 SAVINGS – BCBSND premiums are among the lowest in North Dakota. 2 OUTSTANDING SERVICE – we’ll help you through the process via phone or in person. 3 FREEDOM TO CHOOSE – you can choose which BCBSND supplement plan best fits your situation. TO: [First name, Last Name] North Dakota Medicare-Eligible Resident FROM: Jack Easton, Assistant Vice President Marketing Blue Cross Blue Shield of North Dakota (BCBSND) RE: Switching to BCBSND Medicare Supplement Insurance – AMONG NORTH DAKOTA’S MOST AFFORDABLE COVERAGE In the last few weeks, we’ve been reaching out to you to help you with an important decision: whom should you trust, moving forward, to be there for you with your Medicare supplement plan coverage? If you already have made a choice – and even if you haven’t – you may want to take a closer look at Blue Cross Blue Shield of North Dakota (BCBSND). But first, ask yourself these three questions: 1. Who gives me the plan I want at a price I can afford? According to the North Dakota Insurance Department, Blue Cross Blue Shield of North Dakota leads the way on low pricing for some of the most popular Medicare supplement plans. We’re here to help you control your costs and we offer you a variety of popular options from which to choose. 2. Who pays claims in a timely manner? BCBSND has been providing Medicare supplement insurance plans for decades. We’re the #1 health insurance provider in North Dakota, with an unwavering commitment to our customers. We ensure that you won’t have mounds of paperwork each time you make a claim and that your claims will be paid promptly. 3. Who is on my side before and after I choose a plan? No one is more dedicated to North Dakota than we are. We’ve been helping folks just like you for more than 70 years. And today we provide friendly face-to-face service at eight service offices throughout North Dakota and currently employ more than 1,000 of your friends and neighbors. We’ve earned your trust in the past and we will work hard to continue to keep it in the years ahead. The decision is clear – Blue Cross Blue Shield of North Dakota is there for you, today and down the road, with coverage that fits your needs and your budget. Switch to us today! To make it easy for you, we’ve created a handy checklist to compare companies: Other BCBSND Insurance North Dakota’s largest health insurance coverage provider ✔ ? Some of the lowest Medicare supplement premium prices ✔ ? 8 service offices throughout North Dakota ✔ ? Involvement in the Medicare program since its inception ✔ ? A variety of Medicare supplement plans ✔ ? including the popular Plan F A track record of timely claims payments ✔ ? A company you can trust – North Dakota’s most ✔ ? experienced health care coverage provider North Dakota’s #1 Medicare supplement provider! CALL 1-800-280-2583 or simply fill out and return the attached card. Want more facts about Medicare supplement insurance? Visit SmartSeniorND.com. Now’s a great time to switch to Blue Cross Blue Shield of North Dakota. Get a FREE pedometer to help you step into a healthy lifestyle with no obligation just for finding out more. STRAIGHT TALK about Medicare supplement insurance rates (and why it makes sense to switch to us!) North Dakota’s #1 Medicare supplement provider! Noridian Mutual Insurance Company To discover more about Blue Cross Blue Shield of North Dakota’s Medicare supplement insurance and how you can make the switch, contact us at 1-800-280-2583 or complete and return the attached card. Everything you’re looking for in a Medicare supplement plan in one place: 1 SAVINGS – BCBSND premiums are among the lowest in North Dakota. 2 OUTSTANDING SERVICE – we’ll help you through the process via phone or in person. 3 FREEDOM TO CHOOSE – you can choose which BCBSND supplement plan best fits your situation. CHECK OUT THESE RATES CALL 1-800-280-2583 or simply fill out and return the attached card. Want more facts about Medicare supplement insurance? Visit SmartSeniorND.com. Now’s a great time to switch to Blue Cross Blue Shield of North Dakota. TO: [First name, Last Name] North Dakota Medicare-Eligible Resident FROM: Jack Easton, Assistant Vice President Marketing Blue Cross Blue Shield of North Dakota (BCBSND) RE: Switching to BCBSND Medicare Supplement Insurance – AMONG NORTH DAKOTA’S MOST AFFORDABLE COVERAGE If you currently carry Medicare supplement insurance, you made a very smart decision when you chose to fill in the gaps that exist in your Medicare coverage. As a result, you left yourself less vulnerable to medical bills that Medicare does not cover. Now it’s time to make the next smart decision… You may already know that all Medicare supplement providers are required by the government to offer the exact same benefits for a particular plan. In other words, the features of each plan do not vary from company to company. So the question is: Are you paying more than you should for the exact same coverage? And who will really stand behind that coverage with a powerful commitment to you? Blue Cross Blue Shield of North Dakota is our state’s #1 health insurance provider with some of today’s lowest premiums. According to the North Dakota Insurance Department, BCBSND offered the lowest premiums.* See for yourself… BCBSND is highly competitive with all our plans to make it easier for you to control your costs and obtain the coverage that’s right for you. It’s not just the price. It’s also the company that stands behind the plan. Some companies will sell you a Medicare supplement plan and that’s that. The only time you’ll communicate with them is through a voice maze when you need to file a claim. Blue Cross Blue Shield of North Dakota has made a commitment to the people of North Dakota. We’ve been helping folks just like you for more than 70 years, offering customized coverage as well as friendly, face-to-face service in eight North Dakota service offices. We employ more than 1,000 of your friends and neighbors and are trusted by more North Dakotans than any other insurance company – with over 454,000 members. We’ve made it easy to explore how much you could save. Contact us today for more information at 1-800-280-2583 or complete and return the attached card. Switch to us and see what a difference the #1 North Dakota Medicare supplement provider can make! * Based on our most popular Plan F– for a new applicant, male, non-smoker, age 65. The rate information was filed with the North Dakota Insurance Department, which does not endorse or recommend a particular company or plan. Because of a number of factors the annual premiums above are approximate. Factors such as gender, smoker status, and others, may impact the actual premium amount. Price is not the only issue to consider. Please review all issues in relation to your own needs before purchasing a policy. Get a FREE pedometer to help you step into a healthy lifestyle with no obligation just for finding out more. COMPANY NAME PLAN F ANNUAL PREMIUM* Sanford Health Plan $1,985 American Republic Corp Insurance Company $1,813 Order of United Commercial Travelers of America $1,581 Thrivent Financial for Lutherans $1,559 State Farm Mutual Automobile Insurance Company $1,485 Humana Insurance Company $1,433 United World Life Insurance Company $1,298 Blue Cross Blue Shield of ND (Noridian Mutual Insurance Company) $1,217 BLUE CROSS BLUE SHIELD OF NORTH DAKOTA ATTN: RANDY PAPACHEK 4510 13TH AVE S FARGO ND 58103-9971 NO POSTAGE NECESSARY IF MAILED IN THE UNITED STATES BUSINESS REPLY MAILFIRST-CLASS MAIL FARGO NDPERMIT NO. 300 POSTAGE WILL BE PAID BY ADDRESSEE Artwork for User Defined (4 x 6) Layout: sample BRM card with IMB.lyt September 16, 2010 Produced by DAZzle Designer, Version 9.0.05 (c) 1993-2009, Endicia, www.Endicia.com U.S. Postal Service, Serial # IMPORTANT: DO NOT ENLARGE, REDUCE OR MOVE the FIM and POSTNET barcodes. They are only valid as printed! Special care must be taken to ensure FIM and POSTNET barcode are actual size AND placed properly on the mail piece to meet both USPS regulations and automation compatibility standards. BLUE CROSS BLUE SHIELD OF NORTH DAKOTA ATTN: RANDY PAPACHEK 4510 13TH AVE S FARGO ND 58103-9971 NO POSTAGE NECESSARY IF MAILED IN THE UNITED STATES BUSINESS REPLY MAILFIRST-CLASS MAIL FARGO NDPERMIT NO. 300 POSTAGE WILL BE PAID BY ADDRESSEE Artwork for User Defined (4 x 6) Layout: sample BRM card with IMB.lyt September 16, 2010 Produced by DAZzle Designer, Version 9.0.05 (c) 1993-2009, Endicia, www.Endicia.com U.S. Postal Service, Serial # IMPORTANT: DO NOT ENLARGE, REDUCE OR MOVE the FIM and POSTNET barcodes. They are only valid as printed! Special care must be taken to ensure FIM and POSTNET barcode are actual size AND placed properly on the mail piece to meet both USPS regulations and automation compatibility standards. STRAIGHT TALK about Medicare supplement insurance service (and why it makes sense to switch to us!) Noridian Mutual Insurance Company To discover more about Blue Cross Blue Shield of North Dakota’s Medicare supplement insurance and how you can make the switch, contact us at 1-800-280-2583 or complete and return the attached card. Everything you’re looking for in a Medicare supplement plan in one place: 1 SAVINGS – BCBSND premiums are among the lowest in North Dakota. 2 OUTSTANDING SERVICE – we’ll help you through the process via phone or in person. 3 FREEDOM TO CHOOSE – you can choose which BCBSND supplement plan best fits your situation. TO: [First name, Last Name] North Dakota Medicare-Eligible Resident FROM: Jack Easton, Assistant Vice President Marketing Blue Cross Blue Shield of North Dakota (BCBSND) RE: Switching to BCBSND Medicare Supplement Insurance – AMONG NORTH DAKOTA’S MOST AFFORDABLE COVERAGE Since all Medicare supplement plans contain the exact same features, it might seem at first glance that it doesn’t really matter who insures you. But when you dig a little deeper, you’ll find that it matters a great deal. Blue Cross Blue Shield of North Dakota offers some of the lowest premium rates of any major company. But more importantly, we’re there in a big way after you purchase from us, which is really where an insurance company earns its moxie. We’ve been helping folks just like you for more than 70 years. So if you carry a Medicare supplement plan with anyone other than BCBSND, ask yourself: • Is my current insurance company #1 in North Dakota? If not, why not? BCBSND is the state’s #1 health insurance provider. We have an entire team of people who have dedicated their careers to understanding Medicare supplement coverage. • Has my current insurance company made a commitment to North Dakota? BCBSND certainly has! We have friendly face-to-face service in eight service offices across North Dakota. If you do have a question, you won’t get lost in an anonymous voice maze; you can simply visit us. We employ more than 1,000 of your friends and neighbors and are trusted by more North Dakotans than any other insurance company – with over 454,000 members. • How will my current insurance company stack up with claims payments? We’re here to give you assurance that your claims will be paid on time and you won’t have mounds of paperwork each time you make a claim. You have the freedom to select from any Medicare participating health care providers whenever and wherever you choose. There is no need to wait for referrals or worry about choosing a doctor from a limited network of approved providers. • Are you paying more for the exact same coverage? All Medicare supplement plan providers are required by the government to offer the exact same benefits for a particular plan, so it makes sense to compare rates. BCBSND Medicare supplement plan rates are among the lowest in the state. Choosing a Medicare supplement provider is NOT “apples to apples.” Remember, when it comes to Medicare supplement plans, service is key. Think about any insurance you purchased – for example, life insurance. You wanted a policy from a company that would help your family collect what they’re entitled to, not create hassles at an already difficult time. The same can be said for Medicare supplement plans. Switch to us and see what a difference the #1 North Dakota Medicare supplement provider could make! North Dakota’s #1 Medicare supplement provider! CALL 1-800-280-2583 or simply fill out and return the attached card. Want more facts about Medicare supplement insurance? Visit SmartSeniorND.com. Now’s a great time to switch to Blue Cross Blue Shield of North Dakota. Get a FREE pedometer to help you step into a healthy lifestyle with no obligation just for finding out more. ORFORFASTERSERVICECALL1-800-280-2583 Response requestedby: xx/xx/2010 DATEOFBIRTH________________________❒MALE❒FEMALE DAYTIMEPHONE(_______)_____________________BESTTIMETOCALL:_____A.M.______P.M. EMAIL_________________________________________________________________________ [First][MiddleInitial.][Last] [StreetAddress],[Suite#/Apt#] [2ndLineAddress] [City],[State][12345-6789] stepintoahealthylifestylewith noobligationjustforfindingoutmore. WantmorefactsaboutMedicaresupplementinsurance? VisitSmartSeniorND.com. CALL1-800-280-2583 orsimplyfilloutandreturntheattachedcard. SUPPLEMENTPLANS–planswithpremiumsthatareoftenlowerthanany otherinNorthDakota.Iunderstandthatthereisnoobligation. HURRY–youcouldbemissingoutonsavings. 20 10 Medicare Supplement Benefits UPDATE STRAIGHT TALK ABOUT MEDICARE SUPPLEMENT COVERAGE [First] [Middle Initial.] [Last] [Street Address], [Suite # / Apt #] [2nd Line Address] [City], [State] [12345-6789] Bar Code NoridianMutualInsuranceCompany 451013thAve.S.,Fargo,ND58121 ReservedforMedicare-EligibleNorthDakotaResidentsOnly! Open Immediately Time Sensitive Information Enclosed Will your insurance company be there for you with sound guidance and fast claims payment? JDMS-S2-MTH-YR STRAIGHT TALK REAPS RESULTS With an aging block of business and slipping market share in the 65+ arena, this Blue plan’s existing Aging-In program was not providing the results it needed. The creative approach was not appropriate for this market and it lacked a compelling call to action. OUR SOLUTION Utilized data analytics, customer profiling modeling, segmenting, direct mail testing and fresh “Straight Talk” creative Series of mailings for Aging-In, Switcher and Working Longer segments Designed with enticing mail panels and consistent graphics to reinforce key messages RESULTS Our campaigns established new controls and significant increase in qualified leads and conversions
  • 15. © 2016 Responsory, a Johnson Direct LLC company15 • MEDICARE STRAIGHT TALK BONUS TIP: ADDING EMAIL TO THE MIX DID YOU KNOW 89% OF SENIORS 65+ HAVE PERSONAL EMAIL AND USE IT REGULARLY? Yet, most Medicare marketing today leaves this valuable channel untapped. Direct mail may be the go-to tactic, but adding a digital program to the mix can lead to impressive response rates. In fact, for Blue Cross Blue Shield of Michigan, we created an Age-In digital program that: Optimized direct mail and call center communications to build opt-in prospect database Engaged prospects with series of informative, compliance-friendly email messages and landing pages Enticed targets to click and call using a straightforward tone and helpful content RESULTS Improved multi-channel integration and increased digital engagement with relevant, customer-focused messaging
  • 16. © 2016 Responsory, a Johnson Direct LLC company16 • MEDICARE STRAIGHT TALK WHAT’S BEHIND Those nearing 65 receive a barrage of info about Medicare plans. This can be a confusing and overwhelming time for seniors When done right, direct marketing (offline online) can be a powerful tool for influencing this older demographic It can help attract new customers, sell more products to current customers, and even persuade prospects to switch brands
  • 17. © 2016 Responsory, a Johnson Direct LLC company17 • MEDICARE STRAIGHT TALK Use consistent messaging that resonates with seniors Position clients as leaders and experts, highlighting attractive rates and thorough knowledge of Medicare coverage Each campaign is unique to our client’s brand, goals and value propositions, driving home key messages such as monetary savings, outstanding service and freedom to choose RESPONSORY’S STRAIGHT TALK APPROACH
  • 18. © 2016 Responsory, a Johnson Direct LLC company18 • MEDICARE STRAIGHT TALK Carefully choose key messages–price, provider choice and customer service are reasons people opt for one plan over the other Encourage our clients to consider dual, no obligation offers (i.e. FREE pedometer and Medicare information kit) RESPONSORY’S STRAIGHT TALK APPROACH
  • 19. © 2016 Responsory, a Johnson Direct LLC company19 • MEDICARE STRAIGHT TALK TOUCH- POINTS AND TIMING Timing is critical and each subsequent touch-point has its own unique challenges and chances of enticing a response For example, some multi-touch programs pull in the most responses early on, helping us narrow our number of touches, frequency and timing to the most effective combination
  • 20. © 2016 Responsory, a Johnson Direct LLC company20 • MEDICARE STRAIGHT TALK STRAIGHT TALK FOR SMART SEGMENTING AGING IN Educational and informative approach Multichannel strategy including digital SWITCHER PROGRAMS Hit harder on competitive factors Use irresistible teaser copy to get opened WORKING LONGER CAMPAIGNS Survey prospects about their future retirement goals; in exchange, offer them value-added information such as a fact-packed book to aid in healthy living
  • 21. © 2016 Responsory, a Johnson Direct LLC company21 • MEDICARE STRAIGHT TALK OUR STRATEGY INTELLIGENCE INFORMS BOTH ONLINE AND OFFLINE MARKETING TACTICS Bycombiningtraditionaltacticswithcutting-edgetechnology ourMedicaremarketingstrategiesdrivesalesandmaximizeROI. At Responsory, we understand the tried-and-true Medicare marketing techniques–DIRECT MARKETING, user-friendly response mechanisms and measurable results are at the core of everything we do. But we don’t stop there. We add the power of DATA and ground-breaking digital tools to segment and target audiences like never before. Customize and localize our approach by market Vary messaging by target region and product offering Go beyond generational stereotypes to appeal to changing consumer Optimize our tactical mix by region and audience
  • 22. © 2016 Responsory, a Johnson Direct LLC company22 • MEDICARE STRAIGHT TALK Our Straight Talk strategy and on-target creative are helping our clients gain market share. Not only are our Medicare campaigns successful in generating qualified leads, they produce the necessary conversions to substantially impact insurers’ bottom lines. Call us today. Who better to boost sales than an agency with a real understanding of the insurance market and a firm grasp on the tactics and formats necessary to achieve solid results. 800.710.2750 INFO@RESPONSORY.COM RESPONSORY.COM ARE YOU READY FOR
  • 23. © 2016 Responsory, a Johnson Direct LLC company T H A N K Y O U LET’S GET STARTED