By Howard Graham on
1/16/2012 8:08 AM
Now, more than ever, it is important to understand how the ever-evolving digital landscape may impact your business. As 2012 kicks-off, taking a hard look at new digital marketing opportunities as well as reviewing what’s been working and what’s not can have a big payoff. How does your digital strategy sync with other marketing channels? What’s being measured and what’s it telling you? What indicators are best able to determine your digital marketing ROI?
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By Lindsay Resnick on
1/16/2012 8:04 AM
Strategy is about the futurity of today’s decisions. For health plans, healthcare reform means an uncertain future. In order to design a sustainable business roadmap, Plans need to create “manageable uncertainty”, an ability to see what your enterprise is going to be like tomorrow. This begins by asking and answering tough questions by health care marketers around brand positioning, customer segmentation, prospect acquisition, member retention and mutli-channel marketing.
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By Lindsay Resnick on
12/12/2011 10:16 AM
Two great articles on healthcare reform readiness and what seniors really think about Medicare based on their conversations on the social media front.
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By Barry Thornell on
11/15/2011 9:54 AM
Many marketers have a tendency to create we-focused marketing messages that lead from the company’s competitive perspective. These messages fail to recognize the consumer’s situation from his or her point of view. To improve direct response results means recognizing that people care about their own needs more than they care about a company’s brand and sales goals. This type of you-focused messaging is what’s going to get an envelope opened, a 1.800 number dialed, or a website clicked. Message about yourself to a non-customer, and you’re giving permission to disregard you.
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By Deborah Stewart on
11/15/2011 9:41 AM
More and more seniors are going online to do research, but old stereotypes often fail to give them credit for their online savvy and social media activity. The over-65 crowd is making smart use of their computers to stay on top of issues close to their hearts – namely Medicare! KBM Group did a comprehensive research study by listening to online conversations about Medicare, and it was enlightening. Seniors are visiting social media sites, local news sites, blogs and other trusted sources to educate themselves and seek advice about their Medicare plans.
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By Lindsay Resnick on
10/13/2011 6:17 AM
Is direct marketing in yet another stage of evolution? According to an industry titan, we’re moving into the era of personal advertising. Combine the treasure trove of individualized data with the tentacles of social media engagement, and yes, it has gotten personal. Dialogues between companies and consumers are reshaping everything from brand equity to lead nurturing to sales channel mix.
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By Peter Rodes on
10/13/2011 6:05 AM
The retailization of health care is the buzz across an industry facing a tumultuous future as Health Care Reform (PPACA) implementation proceeds. Not only are many of the 50 million uninsured Americans gaining access to health benefits, but it’s very likely small and mid-sized employers will use PPACA to move employees into individual benefit plans. Who makes up this new market and what do they want?
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By Richard Tooker on
9/7/2011 8:44 AM
In an environment of competitive rivalry at the front-end and consumer engagement at the backend, data is the foundation that informs all marketing communications. Whether offline/online direct response lead generation or as the source of information enrichment behind analytical breakthroughs such as customer defection studies or micro- segmentation… data is at the heart of the process.
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By Lindsay Resnick on
9/7/2011 8:31 AM
Going head-to-head with competitors means knowing your competition. Overtaking competitors requires an ability to evaluate their best practices, understand vulnerabilities and learn from their strategies.
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By Peter Rodes on
8/26/2011 12:09 PM
Each and every year Medicare Advantage star rating program rules have changed in an attempt to continually increase the quality of care to Medicare beneficiaries. In this latest round of revisions, long overdue SNP specific metrics are being added as well as other clinical metrics. Despite the evolution of the star program, our counsel remains the same.
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