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8 Marketing Lessons Don Draper Could Teach
Benefits Pros
27 million
150x a day
30x an hour
8 seconds
The Big 8
Start with a strategic plan
Develop a benefits brand and live it
Know your audience
Keep it simple
Target and segment messages
Tap into the power of storytelling
Use technology to your advantage
Measure the ROI
Strategic planning
• Thoughtful approach to communicating• Review your data to laser focus on issues at
YOUR organization• Avoid fire hosing• Set an objective and stick with it
Don’t just inform and create awareness…
Achieve a specific behavior
Organizational goalsWhat are you trying to achieve?
Audience actionsWhat should employees do more of. less of or differently
to achieve the goals?
Audience perceptions (knowledge and attitudes)Why aren’t they taking the desired action already?What do employees need to know to do the right thing?What do employees need to believe in order to do the
right thing?
Communication tacticsWhat are the key messages to encourage
the desired behavior?
Don’t just think about employees…
Think like employees
Improve An outcome An amount By a date
• Increase• Decrease• Maintain
Message• Interest• Understanding• KnowledgeChannel• Access• Usefulness• Usage/attendanceBehavior change
• By x% over current level
• From x% to y%• From x# to y#
• By x date• By end of
enrollment• By end of year• Within 12
months
SMART Objectives
Improve An outcome An amount By a date
Increase Use of the plan comparison tool
From 20% to 30% By end of enrollment
Reduce Calls to the service center
By 50% By end of enrollment
Increase Enrollment in the HDHP/HSA plan
By 1,000 employees
By end of enrollment
Increase Completion of biometric screenings
By 40% By Nov. 1
SMART Objectives
Remember…
1. Get all the right players involved to review and approve the plan
2. Make sure all potential audiences are identified and target your messages
Develop a benefits brand and live it
Tips
• Follow corporate guidelines
• Get approval from corporate communications
• Be consistent
• Don’t get brand crazy
Messages need to be relevant…
AND resonate.
Know your audience
Personal ValueThis is about
who I am
OutcomeI have a stake
in this
Social ImageThis affects how I want to be seen
Social ImageI’m a good parent with a smart kid
Personal ValueI’m a good
parent
OutcomeMy kid is smart
Want to know what employees think…
ask!
Keep it simple
Skim & Dive
Amusing
Interesting
Relevant
2.4xmore glucose
Target and segment messages
What’s in it for me?
What do I have to do by when?
Which information applies to me?
What inspires you?
Tap into the power of storytelling
Why do stories pull us in?
• Empathize with characters
• Our brains mimic the feelings of the characters
• We crave problems and their resolutions
Storytelling for total rewards
• Ask participants to share their stories
• Include all benefits, not just medical
• Keep it in laymen’s terms
• Use stories to illustrate complex concepts
• Use variety of channels
In the past…
Then something happened…
Stories trump facts in times of change
That’s why we’re going
to…
So these good things
happen…
Use technology to your advantage
Today: 60%
2018: 95%
•Compatible with mobile
•Link to vendor sites
•Link to tools
Piggyback — public sites
Link to audience-, risk- or interest-specific sites
Piggyback — vendor’s tools
DocGPS Optumize Me
Blog
• Set up on Blogspot
• High click-thru rate
• 2,200 views/mo.
• Written by Janet and others
• Connect to peers
• Gets family involved
• Links to blog
• Links to articles, etc.
Measure your ROI
Improve An outcome An amount By a date
Increase Use of the plan comparison tool
From 20% to 30% By end of enrollment
Reduce Calls to the service center
By 50% By end of enrollment
Increase Enrollment in the HDHP/HSA plan
By 1,000 employees
By end of enrollment
Increase Completion of biometric screenings
By 40% By Nov. 1
SMART Objectives
Measuring success: quantified
• Movement into plans
• Calls to service center
• Website
Measuring success: qualitative
• Assess knowledge levels
• Surveys and focus groups
Action
Brand
Know
Simple
The Big 8
Target
Story
Tech
Measure
Follow our blog for tips:
writetarget.com
Questions?
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