Medicare Straight Talk: Guiding Boomers with Consumer-Friendly Medicare Marketing

© 2016 Responsory, a Johnson Direct LLC company
Guiding Boomers with Consumer-
Friendly Medicare Marketing

© 2016 Responsory, a Johnson Direct LLC company2 • MEDICARE STRAIGHT TALK
WHAT’S
INSIDE THE
GUIDE
Welcome to the New 65
Are you Getting Through to the 65+ Market?
Your Audience
See What’s Working
What’s Behind Straight Talk
Conclusion

THE MEDICARE LANDSCAPE IS CHANGING...
AND SO IS YOUR AUDIENCE
Today’s baby boomers are a diverse group. They’re
healthier. They’re educated. They read newspapers
AND surf the web. They’re mobile. They’re social.
And most importantly, they’re not all alike.

TAKING CHARGE OF THEIR HEALTH
More likely to take charge of their health than the
generation before them
Realize that shopping for Medicare can be difficult,
time consuming and confusing
Motivated to shop for Medicare coverage, but
hesitant to switch

ADOPTING UNIQUE TECHNOLOGY PATTERNS
Use computers and access the Internet more than
ever before
Adopt different technology patterns based on their
health, discretionary income and education level
Older adults who use the Internet/Broadband at
higher rates are:
Healthier
More Affluent
More Educated

SHOPPING FOR HEALTH INSURANCE ONLINE
Internet activity is the most prevalent shopping
activity among Age-ins in 2016 and the activity
they spend the most time doing
In any given month prior to age 65, 40 - 45%
of Age-ins are using the internet to shop for
health insurance

IT’S A BIG WORLD OF 60-SOMETHINGS OUT THERE
More than 40 million people in the U.S. are aged 65+
Projected to reach 72 million by the year 2030 –
representing nearly 20 percent of the total U.S.
population!

ARE YOU
GETTING
THROUGH
TO THE 65+
MARKET?
Recognizing the shortcomings of Medicare, many of
these older Americans are choosing to buy some type
of supplemental health insurance coverage.
This is good news for health insurance companies.
But what if your current marketing program is failing
to convince seniors that they need YOUR Medicare
Supplement or Medicare Advantage plan?
In this Guide, we’ll share several tactics that are
working for our Medicare health insurance clients.
We’ll start with a brief overview of our proven
Direct BrandingSM
method.

START HERE:
SMART
SEGMENTING
An integral first step in Responsory’s Direct BrandingSM
method involves smart segmenting.
1. Profile and model your existing member base
2. Identify trends and opportunities
3. Determine strategies for segmenting your audience
4. Develop specific creative approach to speak to the
needs of each segment
Possible Segments include:
Geographic areas of opportunity
Current customers turning age 65
Non-customers turning age 65
Non-customers over age 65 (switcher market)
Specific age bands
Working longer prospects (customers aged 65+)

NEXT:
UNDERSTAND
THE MARKET
IT’S A BIG WORLD OF 60-SOMETHINGS OUT THERE
Our strategic recommendations are often guided by
trends uncovered through secondary research. For
example, a few facts about the Aging-In market:
Typically unaware if their current provider even offers
coverage options once they turn 65
Brandloyaltyisdecreasingasmorepeopleshop
around,validatingthenecessityofaswitcherprogram
A larger percent are working longer to get insurance
through their employer

SEE WHAT’S
WORKING
In your complex and highly regulated industry, a
consumer-friendly, no-nonsense marketing approach
is more important than ever. Health insurers must
find smarter ways to talk to their customers and help
them navigate the Medicare landscape.
So how do you make sure your marketing
strategies outshine those of your competition?
Next, we’ll share with you a behind-the-scenes look
at several insurers who are getting it right, and the
tactics behind their successful campaigns.

SEE WHAT’S WORKING
ENROLLMENT PROGRAM BOOSTS CONVERSION RATE 10-FOLD
Blue Cross and Blue Shield of Michigan was looking for a more robust
initiative to encourage current individual plan members aging into 65 to
transition to a BCBSMI Medicare Advantage plan.
OUR SOLUTION
Communicate earlier than 120 days
Use warmer tone and connect directly with member
Position change to Medicare Advantage as an easy and automatic
transition
Integrated multichannel approach – direct mail, outbound
telephone and digital
RESULTS
With ~60% of individual plan members transitioning to a Blue plan,
we’ve generated up to a ten-fold increase in conversions

There are so many reasons why it
simply makes sense to switch to us.
When you choose a Medicare Supplement
plan, you’re also selecting the company that
stands behind the plan. Our Plan 65-Select
options offer you:
SAVINGS: Compare our rates to others and
see for yourself.
FREEDOM:You can still choose the doctors
and specialists you prefer – no referrals needed.
FLEXIBILITY: We offer several different
Medicare Supplement plans so you could end
up saving on the plan you have now or switch
to another that’s a better fit.
NATIONWIDE PROTECTION: Blue Cross
and Blue Shield of Kansas is an instantly
recognizable name. Travel with confidence,
knowing you’ll receive care whenever
and wherever you need it.
CONVENIENCE: No claim forms to fill out.
And,youcanuseourAutomaticPaymentOption.
OPTIONAL DENTAL COVERAGE: Our
Plan 65 dental program offers you complete
coverage for preventive dental services, plus
additional coverage for more complex care.
VALUE-ADDED RESOURCE BLUE: With
our discount and health and wellness awareness
program, you are eligible for health-related
discounts and savings.
Are you paying more than you
need to for Medicare
Supplement insurance?
Compare our rates…
Dependable coverage doesn’t have to cost
you more. In fact, our Select plan monthly
premiums are among the lowest in Kansas.*
See for yourself…
Blue Cross and Blue Shield of Kansas
Monthly Premiums for 2011:
Attained
Age
Select
Benefit
Plan C
Select
Benefit
Plan F
Select
Benefit
Plan K
66 $96.77 $102.84 $57.19
67 $99.99 $106.29 $59.08
68 $103.34 $109.79 $61.03
69 $106.73 $113.41 $63.07
70 $110.25 $117.16 $65.16
71 $113.87 $121.08 $67.65
72 $118.25 $125.70 $70.27
73 $122.83 $130.58 $72.97
74 $127.56 $135.60 $75.77
75 $132.48 $140.85 $78.70
Plan 65-Select
One simple decision can
help you save significantly.
Designed for residents who live
in select counties, Plan 65-Select options
from Blue Cross and Blue Shield of
Kansas are competitively priced so you
can save even more without sacrificing
great benefits.
Here’s how: Just agree to use a SELECT
network hospital for NON-EMERGENCY
services. If you receive non-emergency
care at a non-select hospital, you will be
responsible for payment of the Part A
deductible and applicable coinsurance
charges. In an emergency, your services
are covered at any hospital.
Best of all, you may not even have to change
hospitals – the hospital you currently use
could already be a Plan 65-Select facility.
Take a look at the maps and lists on the
reverse side and see how a Select Plan could
work for your health care needs.
* Medicare Supplement Online Shopper’s
Guide, [August 19, 2011].
You can trust Blue Cross and Blue Shield of Kansas to be here for you, because we have
been around for more than 65 years. Today, we cover more than 887,000 Kansans – and
our name is instantly recognizable across the nation.
You can even get started right now!
To find out more, simply fill out the attached form, call us toll-free at 1-800-752-6650
(in Topeka, 785-291-4301) or visit www.bcbsks.com/switch for a FREE Personal Health Care
Planning Kit. See for yourself why selecting Blue Cross and Blue Shield of Kansas could
be in your best interest.
Sincerely,
Mark Dolsky, Vice President
Sales and Marketing
P.S. You’re not locked into your current Medicare Supplement plan. And, it doesn’t cost a
thing to explore how much you can save by switching to Blue Cross and Blue Shield
of Kansas. Call us toll-free at 1-800-752-6650 (in Topeka, 785-291-4301) today.
TIP: Don’t cancel your existing policy until you have been accepted into a new plan
and you are sure that it is what you want.
We look forward to receiving your
reply by Date xx, 2011.
SAVINGS – compare our rates to
others and see for yourself
FREEDOM – choose the doctors
you prefer
NATIONWIDE COVERAGE –
receive care whenever and
wherever you need it
CONVENIENCE –
no claim forms to fill out
OPTIONAL DENTAL
COVERAGE
FREE VALUE-ADDED
PROGRAMS
Three Ways to Respond
➊ Call toll-free 1-800-752-6650
or in Topeka 785-291-4301
➋ Complete and return the form
on the reverse side
➌ Visit www.bcbsks.com/switch
Why Blue Cross and Blue Shield of Kansas?
Blue Cross and Blue Shield of Kansas is not connected with or endorsed by the U.S. Government or Federal
Medicare Program.
Remember…there is NO penalty for checking out your options or switching!
Dear Sample A. Sample,
If you’re concerned about costs – and who isn’t these days – you may want to take a closer
look at the Medicare Supplement plan options available to you. If you’re already carrying
Medicare Supplement insurance, chances are you may be paying too much.
After all, according to law, Medicare Supplement plans are required to offer the exact same
benefits. In other words, one insurer’s Plan C or Plan F must include the exact same benefits
as another insurance company’s Plan C or Plan F. But that doesn’t mean all things are equal.
The difference is in the price you pay and the service you receive. And here’s where
Blue Cross and Blue Shield of Kansas really shines...
Our Select plan premiums are among the lowest in the state.*
As your leading hometown insurer – Kansans serving Kansans – our Plan 65 options are
designed to help you control your Medicare Supplement plan costs. Just take a look at our
popular Select Plan F annual rates, compared to what you’d pay elsewhere:
2011
And remember: you still get the freedom to choose your own doctors without referrals.
With our PLAN 65-SELECT option, you simply agree to use a SELECT network hospital
for NON-EMERGENCY services and save significantly. In an emergency, your services are
covered at any hospital. Please take a look at the enclosed brochure for more details. You
can even take advantage of our optional complete dental coverage.
Company name 2011 Select Plan F Annual Premium*
Attained Age 66 Attained Age 70
Blue Cross and Blue Shield of Kansas [$1,234.08] [$1,405.92]
Sentinel Security Life Insurance Company [$1,398.92] [$1,605.30]
Sterling Life Insurance Company [$1,485.90] [$1,686.34]
United Healthcare Insurance Company [$1,302.96] [$1,517.16]
r YES!I want to find out more about Blue Cross and Blue Shield of Kansas,so I can make an informed decision
about switching.Please send my Planning Kit today.I understand a licensed representative will follow up with me,
and I will need to complete an application that includes health questions,but I am under no obligation to switch.
[First name] [Last name]
[Street Address],[Suite # / Apt #]
[2nd Line Address]
[City],[State] [12345-6789]
Bar Code
Please complete and return in the enclosed envelope.
Have you already enrolled in Medicare Parts A B? r Yes r No
Date of birth: Month____________Day______Year________
Phone number:(_____)_______________________________
Best time to call between 8:00 a.m.and 4:30 p.m.:__________
Our rates are among the lowest in Kansas!*
FREE HEALTH CARE PLANNING KIT REQUEST FORM
BLUE CROSS AND BLUE SHIELD OF KANSAS
MAY BE ABLE TO HELP YOU SAVE.
Are you enrolled in or considering a
Medicare Supplement plan?
1133 SW Topeka Blvd.
Topeka, Kansas 66629-0001
* Medicare Supplement Online Shopper’s Guide, [August 19, 2011]. Rates are for a
non-smoking male living in the [Wichita area] and are subject to change annually.
(please continue over)
Is the above address correct? If not,please indicate your changes. For faster service,call toll-free 1-800-752-6650.
406 1011
401 1011
[First name] [Last name]
[Street Address],[Suite # / Apt #]
[2nd Line Address]
[City],[State] [12345-6789]
Bar Code
Why should you pay more for
the exact same Medicare
Supplement coverage?
OPEN NOW
to see how Blue Cross and Blue Shield of Kansas
may be able to help you save.
1133 SW Topeka Blvd.
Topeka, Kansas 66629-0001
404 1011
Are you paying more
for the exact same
Medicare
Supplement
benefits?
Maybe it’s time you
switched to
Blue Cross and
Blue Shield of Kansas.
Butler
Cowley
Harvey
Reno
Sedgwick
Sumner
Kingman
Elk
Greenwood
Chautauqua
ChaseMarion
Shawnee/Capital
• Atchison County
Atchison Hospital
• Jefferson County
Jefferson County
Memorial Hospital
• Leavenworth County
Cushing Memorial Hospital
Saint John Hospital
Osage
Wabaunsee
Pottawatomie
Jackson
Shawnee
Marshall
RileyClay
Washington
Douglas
Jefferson
Atchison
Leavenworth
Doniphan
AN 65 - SELECT SERVICE AREAS
• Riley County
Manhattan Surgical Hospital
Mercy Regional Health Center
• Shawnee County
Kansas Rehabilitation Hospital
St. Francis Health Center
Stormont-Vail HealthCare
• Clay County
Clay County Medical Center
• Jackson County
Holton Community Hospital
• Pottawatomie County
Community Healthcare System
Wamego City Hospital
Protection you can count on
– from a hometown leader
BLUE CROSS AND BLUE SHIELD OF KANSAS
Since 1942, the Blue Cross and Blue Shield
tradition of security and dependability has
thrived in Kansas. Today, we cover upwards
of 887,000 Kansans. In other words, we are
here for you.
Ready to find out more?
Request your FREE Personal Health Care
Planning Kit!
It includes everything you need to decide
if you should switch – complete details on
services offered, plans and premiums. A simple
application also is included, but there is
no obligation.
Three ways to respond.
1. Call toll-free 1-800-752-6650 or in Topeka,
785-291-4301 today!
2. Complete and return the enclosed form.
3. Visit www.bcbsks.com/switch
TIP: Don’t cancel your existing policy until you
have been accepted into a new plan and you
are sure that it is what you want.
An Independent Licensee of the
Blue Cross and Blue Shield Association
402 1011
Butler County
Kansas Medical Center
Susan B. Allen Memorial Hospital
Kingman County
Kingman Community Hospital
Sedgwick County
Galichia Heart Hospital
Kansas Heart Hospital
Via Christi Hospitals
Via Christi Behavioral Health Center
Via Christi Rehabilitation Hospital
Wesley Medical Center
Wesley Rehabilitation Hospital
Sumner County
Sumner Regional Medical Center
Blue Cross and Blue Shield of Kansas is not
connected with or endorsed by the U.S.
Government or Federal Medicare Program.
giblefortheSelectplanrateyoumustliveinoneofthecountieslistedonthemaps.Thehospital
rewhereyoumustgoforplannedadmissions.
SWITCHERPROGRAMOUTPERFORMSOTHER
MARKETINGBYFACTOROF5!
Convincingseniorstochangehealthinsuranceplanscanbeadaunting
task.BlueCrossBlueShieldofKansasturnedtoResponsoryforhelp
launchinganewswitcherprogramforitsMedicaresupplementproduct.
OURSOLUTION
Segmentedtargetaudience;zeroedinonattractivepricingusingspecific
plancomparisonsinareaswhereBCBSKSwasmostcompetitive
Createdcompelling,cost-effectivedirectmailpackagetoattract
attentionanddriveleads
RESULTS
Campaignsetarecord-achievedROI5timesfasterthananyother
BCBSKSinitiative

BLUE CROSS BLUE SHIELD OF NORTH DAKOTA
ATTN: RANDY PAPACHEK
4510 13TH AVE S
FARGO ND 58103-9971
NO POSTAGE
NECESSARY
IF MAILED
IN THE
UNITED STATES
BUSINESS REPLY MAILFIRST-CLASS MAIL FARGO NDPERMIT NO. 300
POSTAGE WILL BE PAID BY ADDRESSEE
Artwork for User Defined (4 x 6)
Layout: sample BRM card with IMB.lyt
September 16, 2010
Produced by DAZzle Designer, Version 9.0.05
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U.S. Postal Service, Serial #
IMPORTANT: DO NOT ENLARGE, REDUCE OR MOVE the FIM and POSTNET barcodes. They are only valid as printed!
Special care must be taken to ensure FIM and POSTNET barcode are actual size AND placed properly on the mail piece
to meet both USPS regulations and automation compatibility standards.
STRAIGHT ANSWERS to your Medicare questions
Noridian Mutual Insurance Company
To discover more about Blue Cross
Blue Shield of North Dakota’s Medicare
supplement insurance and how you can make
the switch, contact us at 1-800-280-2583 or
complete and return the attached card.
Everything you’re
looking for in a
Medicare supplement
plan in one place:
1 SAVINGS – BCBSND premiums are
among the lowest in North Dakota.
2 OUTSTANDING SERVICE – we’ll help you
through the process via phone or in person.
3 FREEDOM TO CHOOSE – you can choose
which BCBSND supplement plan best fits
your situation.
TO: [First name, Last Name]
North Dakota Medicare-Eligible Resident
FROM: Jack Easton, Assistant Vice President Marketing
Blue Cross Blue Shield of North Dakota (BCBSND)
RE: Switching to BCBSND Medicare Supplement Insurance – AMONG NORTH DAKOTA’S
MOST AFFORDABLE COVERAGE
In the last few weeks, we’ve been reaching out to you to help you with an important decision: whom should you trust, moving
forward, to be there for you with your Medicare supplement plan coverage? If you already have made a choice – and even if you
haven’t – you may want to take a closer look at Blue Cross Blue Shield of North Dakota (BCBSND). But first, ask yourself these
three questions:
1. Who gives me the plan I want at a price I can afford?
According to the North Dakota Insurance Department, Blue Cross Blue Shield of North Dakota leads the way on low pricing for
some of the most popular Medicare supplement plans. We’re here to help you control your costs and we offer you a variety of
popular options from which to choose.
2. Who pays claims in a timely manner?
BCBSND has been providing Medicare supplement insurance plans for decades. We’re the #1 health insurance provider in North
Dakota, with an unwavering commitment to our customers. We ensure that you won’t have mounds of paperwork each time you
make a claim and that your claims will be paid promptly.
3. Who is on my side before and after I choose a plan?
No one is more dedicated to North Dakota than we are. We’ve been helping folks just like you for more than 70 years. And today
we provide friendly face-to-face service at eight service offices throughout North Dakota and currently employ more than 1,000 of
your friends and neighbors. We’ve earned your trust in the past and we will work hard to continue to keep it in the years ahead.
The decision is clear – Blue Cross Blue Shield of North Dakota is there for you, today and down the road,
with coverage that fits your needs and your budget. Switch to us today!
To make it easy for
you, we’ve created
a handy checklist to
compare companies:
Other
BCBSND Insurance
North Dakota’s largest health insurance coverage provider ✔ ?
Some of the lowest Medicare supplement premium prices ✔ ?
8 service offices throughout North Dakota ✔ ?
Involvement in the Medicare program since its inception ✔ ?
A variety of Medicare supplement plans ✔ ?
including the popular Plan F
A track record of timely claims payments ✔ ?
A company you can trust – North Dakota’s most ✔ ?
experienced health care coverage provider
North Dakota’s #1 Medicare supplement provider!
CALL 1-800-280-2583
or simply fill out and return
the attached card.
Want more facts about Medicare
supplement insurance?
Visit SmartSeniorND.com.
Now’s a great time to switch to Blue Cross Blue Shield of North Dakota.
Get a FREE pedometer to help you
step into a healthy lifestyle with
no obligation just for finding out more.
STRAIGHT TALK about Medicare supplement insurance rates
(and why it makes sense to switch to us!)
Everything you’re
looking for in a
Medicare supplement
plan in one place:
your situation.
CHECK OUT
THESE RATES
CALL 1-800-280-2583
the attached card.
If you currently carry Medicare supplement insurance, you made a very smart decision when you chose to fill in the gaps that
exist in your Medicare coverage. As a result, you left yourself less vulnerable to medical bills that Medicare does not cover.
Now it’s time to make the next smart decision…
You may already know that all Medicare supplement providers are required by the government to offer the exact same
benefits for a particular plan. In other words, the features of each plan do not vary from company to company. So the
question is: Are you paying more than you should for the exact same coverage? And who will really stand behind that
coverage with a powerful commitment to you?
Blue Cross Blue Shield of North Dakota is our state’s
#1 health insurance provider with some of today’s lowest premiums.
According to the North Dakota Insurance Department, BCBSND offered the lowest premiums.* See for yourself…
BCBSND is highly competitive with all our plans to make it easier for you to control your costs
and obtain the coverage that’s right for you.
It’s not just the price. It’s also the company that stands behind the plan.
Some companies will sell you a Medicare supplement plan and that’s that. The only time you’ll communicate with them is through a voice maze when you
need to file a claim.
Blue Cross Blue Shield of North Dakota has made a commitment to the people of North Dakota. We’ve been helping folks just like you for more than 70
years, offering customized coverage as well as friendly, face-to-face service in eight North Dakota service offices. We employ more than 1,000 of your friends
and neighbors and are trusted by more North Dakotans than any other insurance company – with over 454,000 members.
We’ve made it easy to explore how much you could save.
Contact us today for more information at 1-800-280-2583 or complete and return the attached card. Switch to us and see what a difference the #1 North
Dakota Medicare supplement provider can make!
* Based on our most popular Plan F– for a new applicant, male, non-smoker, age 65. The rate information was filed with the North Dakota Insurance Department, which does not endorse or recommend a particular company
or plan. Because of a number of factors the annual premiums above are approximate. Factors such as gender, smoker status, and others, may impact the actual premium amount. Price is not the only issue to consider. Please
review all issues in relation to your own needs before purchasing a policy.
COMPANY NAME PLAN F ANNUAL PREMIUM*
Sanford Health Plan $1,985
American Republic Corp Insurance Company $1,813
Order of United Commercial Travelers of America $1,581
Thrivent Financial for Lutherans $1,559
State Farm Mutual Automobile Insurance Company $1,485
Humana Insurance Company $1,433
United World Life Insurance Company $1,298
Blue Cross Blue Shield of ND (Noridian Mutual Insurance Company) $1,217
4510 13TH AVE S
FARGO ND 58103-9971
NO POSTAGE
NECESSARY
IF MAILED
IN THE
UNITED STATES
September 16, 2010
4510 13TH AVE S
FARGO ND 58103-9971
NO POSTAGE
NECESSARY
IF MAILED
IN THE
UNITED STATES
September 16, 2010
STRAIGHT TALK about Medicare supplement insurance service
(and why it makes sense to switch to us!)
Everything you’re
looking for in a
Medicare supplement
plan in one place:
your situation.
Since all Medicare supplement plans contain the exact same features, it might seem at first glance that it doesn’t really matter who
insures you. But when you dig a little deeper, you’ll find that it matters a great deal.
Blue Cross Blue Shield of North Dakota offers some of the lowest premium rates of any major company. But more importantly, we’re
there in a big way after you purchase from us, which is really where an insurance company earns its moxie. We’ve been helping folks
just like you for more than 70 years.
So if you carry a Medicare supplement plan with anyone other than BCBSND, ask yourself:
• Is my current insurance company #1 in North Dakota? If not, why not? BCBSND is the state’s #1 health
insurance provider. We have an entire team of people who have dedicated their careers to understanding Medicare
supplement coverage.
• Has my current insurance company made a commitment to North Dakota? BCBSND certainly has! We
have friendly face-to-face service in eight service offices across North Dakota. If you do have a question, you won’t get lost in an
anonymous voice maze; you can simply visit us. We employ more than 1,000 of your friends and neighbors and are trusted by
more North Dakotans than any other insurance company – with over 454,000 members.
• How will my current insurance company stack up with claims payments? We’re here to give you
assurance that your claims will be paid on time and you won’t have mounds of paperwork each time you make a claim. You
have the freedom to select from any Medicare participating health care providers whenever and wherever you choose. There is
no need to wait for referrals or worry about choosing a doctor from a limited network of approved providers.
• Are you paying more for the exact same coverage? All Medicare supplement plan providers are required by
the government to offer the exact same benefits for a particular plan, so it makes sense to compare rates. BCBSND Medicare
supplement plan rates are among the lowest in the state.
Choosing a Medicare supplement provider is NOT “apples to apples.”
Remember, when it comes to Medicare supplement plans, service is key. Think about any insurance you purchased – for example, life
insurance. You wanted a policy from a company that would help your family collect what they’re entitled to, not create hassles at an
already difficult time. The same can be said for Medicare supplement plans.
Switch to us and see what a difference the
#1 North Dakota Medicare supplement provider could make!
CALL 1-800-280-2583
the attached card.
ORFORFASTERSERVICECALL1-800-280-2583
Response
requestedby:
xx/xx/2010
DATEOFBIRTH________________________❒MALE❒FEMALE
DAYTIMEPHONE(_______)_____________________BESTTIMETOCALL:_____A.M.______P.M.
EMAIL_________________________________________________________________________
[First][MiddleInitial.][Last]
[StreetAddress],[Suite#/Apt#]
[2ndLineAddress]
[City],[State][12345-6789]
stepintoahealthylifestylewith
noobligationjustforfindingoutmore.
WantmorefactsaboutMedicaresupplementinsurance?
VisitSmartSeniorND.com.
CALL1-800-280-2583
orsimplyfilloutandreturntheattachedcard.
SUPPLEMENTPLANS–planswithpremiumsthatareoftenlowerthanany
otherinNorthDakota.Iunderstandthatthereisnoobligation.
HURRY–youcouldbemissingoutonsavings.
20 10 Medicare Supplement Benefits UPDATE
STRAIGHT TALK ABOUT MEDICARE SUPPLEMENT COVERAGE
[First] [Middle Initial.] [Last]
[Street Address], [Suite # / Apt #]
[2nd Line Address]
[City], [State] [12345-6789]
Bar Code
NoridianMutualInsuranceCompany
451013thAve.S.,Fargo,ND58121
ReservedforMedicare-EligibleNorthDakotaResidentsOnly!
Open Immediately Time Sensitive Information Enclosed
Will your insurance
company be there for you
with sound guidance and
fast claims payment?
JDMS-S2-MTH-YR
STRAIGHT TALK REAPS RESULTS
With an aging block of business and slipping market share in the 65+
arena, this Blue plan’s existing Aging-In program was not providing the
results it needed. The creative approach was not appropriate for this
market and it lacked a compelling call to action.
OUR SOLUTION
Utilized data analytics, customer profiling modeling, segmenting,
direct mail testing and fresh “Straight Talk” creative
Series of mailings for Aging-In, Switcher and Working Longer segments
Designed with enticing mail panels and consistent graphics to reinforce
key messages
RESULTS
Our campaigns established new controls and significant increase in
qualified leads and conversions

BONUS TIP: ADDING EMAIL TO THE MIX
DID YOU KNOW 89% OF SENIORS 65+ HAVE PERSONAL
EMAIL AND USE IT REGULARLY?
Yet, most Medicare marketing today leaves this valuable channel
untapped. Direct mail may be the go-to tactic, but adding a digital
program to the mix can lead to impressive response rates.
In fact, for Blue Cross Blue Shield of Michigan, we created an Age-In
digital program that:
Optimized direct mail and call center communications to build opt-in
prospect database
Engaged prospects with series of informative, compliance-friendly
email messages and landing pages
Enticed targets to click and call using a straightforward tone and helpful
content
RESULTS
Improved multi-channel integration and increased digital engagement
with relevant, customer-focused messaging

WHAT’S
BEHIND
Those nearing 65 receive a barrage of info about
Medicare plans. This can be a confusing and
overwhelming time for seniors
When done right, direct marketing (offline online)
can be a powerful tool for influencing this older
demographic
It can help attract new customers, sell more products
to current customers, and even persuade prospects
to switch brands

Use consistent messaging that resonates with seniors
Position clients as leaders and experts, highlighting
attractive rates and thorough knowledge of Medicare
coverage
Each campaign is unique to our client’s brand, goals
and value propositions, driving home key messages
such as monetary savings, outstanding service and
freedom to choose
RESPONSORY’S
STRAIGHT TALK
APPROACH

Carefully choose key messages–price, provider
choice and customer service are reasons people opt
for one plan over the other
Encourage our clients to consider dual, no
obligation offers (i.e. FREE pedometer and Medicare
information kit)
RESPONSORY’S
STRAIGHT TALK
APPROACH

TOUCH-
POINTS AND
TIMING
Timing is critical and each subsequent touch-point
has its own unique challenges and chances of
enticing a response
For example, some multi-touch programs pull in
the most responses early on, helping us narrow our
number of touches, frequency and timing to the
most effective combination

STRAIGHT
TALK FOR
SMART
SEGMENTING
AGING IN
Educational and informative approach
Multichannel strategy including digital
SWITCHER PROGRAMS
Hit harder on competitive factors
Use irresistible teaser copy to get opened
WORKING LONGER CAMPAIGNS
Survey prospects about their future retirement goals;
in exchange, offer them value-added information
such as a fact-packed book to aid in healthy living

OUR
STRATEGY
INTELLIGENCE INFORMS BOTH ONLINE AND OFFLINE
MARKETING TACTICS
Bycombiningtraditionaltacticswithcutting-edgetechnology
ourMedicaremarketingstrategiesdrivesalesandmaximizeROI.
At Responsory, we understand the tried-and-true Medicare
marketing techniques–DIRECT MARKETING, user-friendly
response mechanisms and measurable results are at the core
of everything we do.
But we don’t stop there. We add the power of DATA and
ground-breaking digital tools to segment and target audiences
like never before.
Customize and localize our approach by market
Vary messaging by target region and product offering
Go beyond generational stereotypes to appeal to changing
consumer
Optimize our tactical mix by region and audience

Our Straight Talk strategy and on-target creative are
helping our clients gain market share. Not only are
our Medicare campaigns successful in generating
qualified leads, they produce the necessary
conversions to substantially impact insurers’
bottom lines.
Call us today. Who better to boost sales than an
agency with a real understanding of the insurance
market and a firm grasp on the tactics and formats
necessary to achieve solid results.
800.710.2750
INFO@RESPONSORY.COM
RESPONSORY.COM
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READY FOR

Medicare Straight Talk: Guiding Boomers with Consumer-Friendly Medicare Marketing

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Medicare Straight Talk: Guiding Boomers with Consumer-Friendly Medicare Marketing