Copy of a presentation that I gave at an MA conference this Spring.

1. Internet Savvy or Internet Shabby?
March 17th, 2009

2. “Boomers” and Internet Usage
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3. GOOGLE’s “A Pig in a Python”
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4. Analytics Strategy
MDI Perspective
Database Creative
Direct-Response Healthcare Marketing Agency
o 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 Expertise
o 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 & Tactics
o Core offerings include: Strategy, Creative, Database and Analytics
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5. 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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6. Understanding Boomers and the Web
To understand Q: What sources did you consult the last time you shopped for/compared health insurance
tomorrow’s Senior/ Baby 45%
Boomer, look at today’s
under 65 market. 40%
35%
The web channel is 30%
always on 25%
-With today’s defined 20%
enrollment windows, the
web offers year round, 15%
24X7 marketing 10%
5%
The web channel can
0%
provide both a revenue
lift as well as a cost
reduction
Source: Washington individual consumer survey, 2008
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7. 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 Over 65
• 55% Utilized the • 35% Utilized the
Direct Channel Direct Channel
• Web: 55% • Direct Mail: 43%
• Phone: 29% • Phone: 44%
• Direct Mail: 10% • Web: 7%
• Direct TV: 6% • Direct TV: 6%
Note: Numbers represent paid applications by distribution channel and/or fulfillment stream
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8. The Online Experience Framework
Website Features, Functionality (Customer Experience)
The typical steps in an online consumer experience
PPC, SEO, Brand
Offline Marketing
Customized offers,
Comparison and
Ongoing decision making tools,
communications Engagement methods
Retention campaigns
Self-service Transaction ease
Ongoing communications Multi-channel
Consumer engagement Cross selling
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9. Understanding the Online Drivers and Attract
Customer Engagement
o 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
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10. Attract via PPC Attract
Web Marketing - Medicare
Source: Google Traffic Estimator
# 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 Trends
Search Trends for “Medicare” Keyword
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11. Case Study
Customer Acquisition:
o UPMC
• T-65 campaign
 Offline to Online
• Multiple touchpoints
• Varied offers
• Opt-in email
• Clear calls to action
• Personalized
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12. Customer Acquisition: Case Study
o UPMC
• Campaign Integration
 Offline to Online
• Turning 65
• Multiple and varied offers
• Lead capture
• Clear calls to action
• Personalized
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13. Establishing an online shopping experience Shop
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”
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14. Case Study
Customer Engagement:
o Humana o United Health Care
• Youtube • “Gwen”; Interactive, personalized,
• http://www.youtube.com/watch?v=F friendly shopping experience
sAlXRV1yx0 • https://www.uhcmedicaresolutions.c
om/
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15. 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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16. 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 aggressively
o 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 opportunities
o Establish broker functionality
o Optimize the value of other e-channel partners
o Pursue affinity marketing, linking strategies
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17. Questions?
Peter Rodes
Marketing Direct, Inc
Prodes@marketingdirect.com
Office: 847-256-1931
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18. Appendix