Leveraging Data to Enhance Value-Based Care Within the Patient Driven Experience
The healthcare provider, responsible for a multi-state senior housing community, worked with Acxiom to develop a unique suite of industry-specific models and lead segmentation systems that helped identify sales opportunities and move less likely leads to more cost-efficient sales methods and channels. Over 18 months the client saw a 265 percent lift in responses, reduced direct marketing mail quantities by 45 percent and achieved a 97 percent response rate to direct marketing, achieving monthly savings of $1.25 million.
The current healthcare climate has changed the way consumers obtain health insurance. A greater number of people are now seeking individual coverage. To increase member engagement and loyalty among its individual policyholders, the health insurer wanted to market its new wellness program to specific segments of its customer base.
Acxiom helped the payer identify and reach the prospects most likely to respond favorably to the wellness program. The campaign was targeted to members in two main life stage groups by direct mail and email. Interested members were enrolled and given relevant information, such as workouts and diet plans.
Results included a response 136 percent above forecast and a cost-per-new-customer-account 58 percent below forecast. The direct mail campaign reached approximately one-third of all new individual customers.