Geisinger is highly regarded in the industry. Our targeted approach helped them get results that matched their status.
Despite having a reputation as a plan that can be trusted, key competitors were making inroads in Geisinger Gold’s territory. In a market where policyholders are not inclined to switch, consumer confusion concerning how to enroll and choice of providers was further limiting their success.
What we did.
1. We found
more profitable prospects
We used data analytics to determine areas within Pennsylvania that their brand would resonate best and prospect segmentation to group individuals based on their unique needs, attitudes and behaviors. This allowed us to expand their prospect universe, develop deeper customer insights, enhance our targeting efforts and better align offers to the needs of prospects. We then applied that knowledge to our efforts in direct mail, DRTV, SEO, SEM, and web analytics campaigns.
2. We delivered compelling messages that drove response
We created a series of new DM packages and developed two new DRTV spots that addressed consumer objections concerning the enrollment process and choice of doctors. We promoted their image as a local plan with national reputation for quality and service and their “Gold Counselors” as knowledgeable and helpful representatives who could help prospects understand the ins and outs of Medicare reform.
3. We managed the budget
Targeting the right message to the most profitable prospects was key to our success, but we looked for ways to maintain cost efficiency throughout the entire campaign. Relying on our experience in modeling, creative, media buying, production and campaign management we developed a plan to meet the client’s budget while increasing response over the previous year.
Our Results
Our efforts for Geisinger Gold dramatically exceeded year-to-year expectations. By increasing response and reducing CPL we helped them fight off efforts by competitors and generate profitable growth. More specifically, we increased call volume by over 42%. We implemented a disciplined test matrix that included over 20 direct mail packages of which six became control kits. We created and produced DRTV spots that lifted response by 10%. We implemented high performing SEM, SEO programs that expanded Geisinger Gold’s ability to communicate cost effectively across multiple channels. We developed customer segmentation and predictive models that sharply improved message relevance and targeting precision. And we designed, implemented and managed Geisinger Gold’s first prospect database, giving Geisinger Gold the ability to rapidly scales its CRM marketing capability and expand quickly into new marketing geographies.
