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
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%