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How Healthways Got Its
Multichannel Marketing
       In Shape
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      •    Multi-channel capabilities
    reduce 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
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
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
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
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
The Start of The
Healthways Story
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
Product Redesign
Previous




Redesign
Automated System
Automated System
Moving to Multichannel
Multichannel Synergy
• Manage digital assets with dynamic content tools to drive content
  through multiple channels
   – Print and mail
   – Email
   – Mobile Messaging
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
Email Program – Vitality City
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!
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.
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
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%

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311426

  • 1. How Healthways Got Its Multichannel Marketing In Shape
  • 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 • Multi-channel capabilities reduce 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
  • 7. The Start of The Healthways Story
  • 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
  • 15. Email Program – Vitality City
  • 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%