A focused, strategic approach is always warranted during the AEP. It will be especially critical this year with the challenges mounting. Amping up your segmentation game is a good place to start.
As Q2 kicks off and healthcare marketers are firmly in the OEP/AEP planning phase of the cycle, the first question to face is: Who will we be targeting?
The Medicare open enrollment period (or AEP) is officially over. Now what? Data is being processed. Results are being tallied. It’s time to start it all over again. Here are some tips to help keep things moving in the right direction and build momentum as the new AEP season approaches.
The amount of time marketers have to explicitly promote their Medicare solutions during the annual enrollment period is fleeting – just nine weeks. With such a short window, and the need for CMS review and approval, making mid-campaign course adjustments seems implausible. Yet, there is quite a bit of tuning marketers can do after October 1st.
Each year’s Medicare open enrollment period brings a new set of opportunities and challenges. These may change from year to year, but establishing a framework for a successful Medicare AEP launch should help to overcome all challenges and fulfill on all opportunities.
Sciences like behavioral economics shed a great deal of light on why health insurance decisions are particularly challenging to consumers. Most of us are simply not equipped to assess the complexities and probabilities of picking the right health plan.
The single largest segment in the healthcare marketplace continues to be those who remain uninsured. By understanding its demographic composition, payers can build targeted marketing plans for 2014-2015 open enrollment.
Is it too early to talk about building retention, generating loyalty and encouraging advocacy? Absolutely not. And the credit card industry provides a great analog for customer communications in this new health exchange era.
Many brand ads targeting Gen Y are farcical, self-deprecating, goofy and void of little or any product information, let alone benefits. These aren’t the type of attributes most companies are trying to associate with their brands, but for brands targeting this audience, principally males, these associations seem to work.
These brands aren’t saying, “Buy us. We taste good.” They are saying, “Buy us. We get you.”
QR codes have fluctuated in favor among marketers for a couple years now. It seems evident at this point that the concept of QR codes – the ability for marketers to offer a convenient means to connect the growing universe of eternally on-the-go, always-connected consumers with a deep and enriching experience that can be consumed mid stride – is here to stay. However, the ugly 2-D barcode we know now as a QR code will surely evolve into something more atheistically pleasing. We were recently asked by a client to provide some insights on QR codes. This client had yet to implement QR codes in its marketing and was smartly doing its due diligence – exploring actionable data points, uncovering research and receiving input from various experts – before deciding on whether or not to add QR codes to its marketing toolbox. During our discussion there were three questions that generated spirited discourse:
