"Now is the time for every healthcare marketer to put into play the means for continuous measurement and improvement of all their health care communications. The demand on our industry for marketing accountability and budget efficiency will only increase as the ramifications of health reform become more evident. The required marketing discipline can positively impact all functions — acquisition, retention, provider relations — and all market segments."
"Effective insurance marketing demands a specialized practice with a deep understanding of insurance regulations and how to exploit them. HealthHG is dedicated to staying one step ahead; it is the combination of direct marketing expertise with a knowledge of the rules that enhances our ability to be strategic."
"The creative question is simple: How can we connect with the consumer to get them to respond? The answer in insurance marketing always involves a communication of the brand’s purpose and belief as well as a real emotional connection with the consumer and their individual needs. Then it’s a matter of putting key buying triggers in the right place at the right time."
"Turn everything to your advantage — regulatory details, timing, data, brand — everything. Nothing goes to waste. Successful insurance marketing relies on the coordination of a colossal number of data points and focusing them all on the customer or prospect interaction. Our job is to communicate with and persuade the audience. But the context of the communication is never the same, so insurance marketers must be able to predict where the audience, CMS, client, and media are going and to have a plan to maximize on the next thing."
"Without a clear view of your prospect universe, there’s no chance for you to get an accurate assessment of your marketing (or sales) results. Factors like having a central repository for permissions management, response tracking and membership status can be key to getting your marketing collateral into the right prospect hands. To be in this competitive marketplace without that kind of clarity beyond rudimentary demographics, how can you reasonably expect sales success?"
"We most often associate direct marketing with cost-effective acquisition and rightly so, but we overlook the tremendous impact it can have on member retention as well as in motivating healthy behavior for members and the constituents that influence those members."
"No one succeeds alone. Successful insurance marketing depends on finely tuned teamwork to stay ahead of the impressive challenges we face. You’re only firing on all your marketing cylinders when product experts, brand owners, agency client management, compliance teams and even outside vendors are all aligned to the same goal. Nothing is more gratifying than seeing it all come together for maximum market share growth, low cost-per-member acquisition rates, and member retention."
"The Medicare marketers who saw the changes of 2009 as an opportunity are the ones who will come out on top. Every detail, every change, all the shifting perceptions of healthcare reform, the economy, even presidential politics can be part of successful insurance marketing in 2010. But there are two overriding conditions to making all these details work: Your team must be intimately aware of your market, and you must be single-minded in your goals."
