By Howard Graham on
5/3/2012 10:44 AM
While everyone works to follow the ever-evolving digital landscape, measuring ROI has become a difficult task for many. When looked at holistically, though -- through the prism of a proven digital sales funnel -- it becomes much easier. The Digital Services team at KBM Group has published a free white paper discussing how to best measure online ROI despite the moving target that is digital marketing.
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By Lindsay Resnick on
3/22/2012 10:00 AM
The Affordable Care Act is putting consumers at the center of healthcare’s transformation. Many call it the retailization of American healthcare. Health plans must connect with constituents, engage their audiences and build relationships. Creating a framework for engagement is a key to acquiring and retaining customers, optimizing relationships, and reducing inefficiencies. A customer engagement culture puts consumers at the center of everything an organization does, allowing it to deliver on the promise of individual relevance and value. Early adopters can differentiate themselves from competitors and anchor their brand value in the minds of healthcare consumers.
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By Peter Rodes on
3/22/2012 8:49 AM
According to recent research, 2011 AEP saw 37% of seniors shopping for new plans and a full 25% making product changes or changing carriers altogether. Despite this record high level of plan evaluation, many plans reported that the volume of leads were down. Here are five things you can do right now to optimize your Medicare Advantage sales.
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By Lindsay Resnick on
3/21/2012 9:03 AM
Business-to-consumer health insurance selling is challenging to even the best sales organizations. Today’s market dynamics mean that health plans looking for organic growth must start with an ability to generate qualified, actionable leads…and then close the sale. The more you know about prospects, the more prospects you can turn into qualified leads. Whether online, direct mail, local TV, or community grassroots, direct response lead generation should generate immediate consumer response. High performance business-to-consumer selling converts shoppers into qualified leads which sales coverts into revenue.
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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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