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Internet Savvy or Internet Shabby?March 17th, 2009
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“Boomers” and Internet Usage
3
GOOGLE’s “A Pig in a Python”
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MDI Perspective
Direct-Response Healthcare Marketing Agencyo Founded to support PacifiCare and the launch of Secure Horizons
o Head-Quartered in Saint Louis with field offices in MA, CA, IL, FL, NY
o Direct-to-Consumer Health Insurance Marketing for Seniors and Individuals
Focused Exclusively In Health Care (Managed Care & PBM)o Currently support 27 healthcare clients
o Mostly mid-sized, regionally dominant plans; many are provider owned
Deep Industry and Domain Expertiseo In-house staff of 50 Healthcare marketing experts
o Proficient with CMS guidelines
o Comprehensive understanding of economics of health insurance industry and impact of marketing activity on client organization as a whole
Proven Processes To Bridge The Gap Between Strategy & Tacticso Core offerings include: Strategy, Creative, Database and Analytics
StrategyAnalytics
Database Creative
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The Online Savvy or Shabby Test….Do you know???
o Who are you targeting? Is it working?
• Demographic or Attitudinal Segments:
Turning 65 versus “Young” switchers
• Baby Boomers
• Advisors, influencers, groups and consumers
o What are the objectives of your targeted users?
• Education on company, products, prices
• Enrollment, self service, etc.
o How do I organize my efforts? Where do I begin?
• Framework for guiding your efforts
• How am I measuring success?
o What are some examples of best practices?
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Understanding Boomers and the Web
To understand tomorrow’s Senior/ Baby Boomer, look at today’s under 65 market.
The web channel is always on
-With today’s defined enrollment windows, the web offers year round, 24X7 marketing
The web channel can provide both a revenue lift as well as a cost reduction
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Q: What sources did you consult the last time you shopped for/compared health insurance
Source: Washington individual consumer survey, 2008
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As Boomers age, they will take their preferences
with them
Example: Leading Mid-West health plan with more than 450,000 senior enrollees.
Today, direct sales via the web is the dominant fulfillment stream for the under 65 market. However, today’s seniors prefer agents, direct mail and the telephone.
Under 65
• 55% Utilized the Direct Channel
• Web: 55%
• Phone: 29%
• Direct Mail: 10%
• Direct TV: 6%
Over 65
• 35% Utilized the Direct Channel
• Direct Mail: 43%
• Phone: 44%
• Web: 7%
• Direct TV: 6%
Note: Numbers represent paid applications by distribution channel and/or fulfillment stream
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The Online Experience Framework
Website Features, Functionality (Customer Experience)
The typical steps in an online consumer experience
PPC, SEO, Brand
Offline Marketing
Transaction ease
Multi-channel
Cross selling
Comparison and
decision making tools,
Engagement methods
Customized offers,
Ongoing
communications
Retention campaigns
Self-service
Ongoing communications
Consumer engagement
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Understanding the Online Drivers and
Customer Engagemento Gather email addresses at all
customer touchpoints
– Opt-in programs
o Use favorable economics of email to drive web traffic
– House list v purchased
o Engagement
– Educate
– Nurture
– Convert
– Tools
o Design
o Call to action
o Video
o Analytics
Source: WSI- internet consultants
Attract
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Attract via PPCWeb Marketing - Medicare
# keywords = 13
Average CPC = $3.33
Annual Search Volume =
440,770
*At 4% conversion = 16,031
Average Cost per Sale= $83
* Average conversion across all
industries
Source: Google Traffic Estimator
Search Trends for “Medicare” KeywordSource: Google Trends
Attract
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Customer Acquisition:Case Study
o UPMC
• T-65 campaign
Offline to Online
• Multiple touchpoints
• Varied offers
• Opt-in email
• Clear calls to action
• Personalized
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Customer Acquisition:
o UPMC
• Campaign Integration
Offline to Online
• Turning 65
• Multiple and varied offers
• Lead capture
• Clear calls to action
• Personalized
Case Study
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Establishing an online shopping experience
o Typical Objectives
• Easy to use and understand
Multiple buying paths are supported
Comparison shopping available
Personalized recommendations and/or experience
• Integrated with other channels
• Engaging and interactive (often entertaining)
Relevant, accessible content
o Online Shopping Tools and Functionality
• Cost estimators (medical, rx)
• Quality and/or value information
• Side by side comparisons of product families and product types
o Relevant and unique content that is targeted to your audience
• Achieve balance of educational information with transactions
• Facilitate “goal seeking”
Shop
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Customer Engagement:o Humana
• Youtube
• http://www.youtube.com/watch?v=F
sAlXRV1yx0
o United Health Care
• “Gwen”; Interactive, personalized,
friendly shopping experience
• https://www.uhcmedicaresolutions.c
om/
Case Study
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Example:
o BlueCross BlueShield of
North Carolina
• Easy access to product
comparisons
Active call to “Enroll
Now” on every page
Addresses security
concerns
Easy side by side
comparisons within and
between products
In page linking for
PDFs, greater detail
• Active Customer
Research
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3 Easy steps to becoming online savvy
Step 1: Optimize your existing website o SEO, content addition, navigation improvements
o Add ecommerce capabilities and high priority functionality
• Lead capture
• Decision making tools
• Online enrollment
• Online payment
o “Work” the MDI online experience framework
o Establish performance baselines
o Plan your future website
Step 2: Market the improved website more aggressivelyo Integrate with offline marketing channels, campaigns and brand activities
o Evaluate paid search and pay per click
o Add email campaigns and/or touch points
o Refine conversion levers and harvest customer analytics
Step 3: Evaluate and pursue channel expansion opportunitieso Establish broker functionality
o Optimize the value of other e-channel partners
o Pursue affinity marketing, linking strategies
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Questions?
Peter Rodes
Marketing Direct, Inc
Office: 847-256-1931
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