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Case Study: Healthcare, Business-to-Business

How smart direct mail kept sales people busy — and happy — for a leading healthcare insurance provider.

Situation: A leading healthcare insurance client wanted to increase market share in the Small and Midsize Business market. This was challenging due to marketplace perceptions that the insurance company of was out of touch with the needs of small and midsize businesses. The client also wanted to build relationships with independent insurance brokers to encourage them to promote their brand.

Customer acquisition goals were aggressive. The client's past direct marketing efforts to the SMB audience were inconsistent, and the client had no actionable marketing intelligence. The client needed an innovative direct marketing program that incorporated all their goals:

		Position them as being in touch with the needs of small and midsize businesses
		Encourage insurance brokers to sell their brand
		And obtain new customers

Strategy: The overarching strategy was to develop a comprehensive lead generation program that obtained qualified leads, distributed leads to insurance brokers, tracked program performance, determined the most effective/efficient methods for lead generation, and delivered a positive ROI.

Solution:

		Extensive Test and Roll-out Plan: The Anderson team developed a comprehensive testing plan implemented prior to roll-out of the program to identify optimal data segments based on revenue potential, as well as test media types, creative approaches, and offers.
		"Lead Headquarters" for Distribution Efficiency: We developed an online system that captured responses, as well as scored and qualified leads. Qualified leads were distributed via a Lead Distribution Extranet to independent insurance brokers throughout California.
		ROI Measurement System: We measured real-time program performance using a relational database. The database automatically calculated and measured response rate, lead qualification rate, and sales conversions for each data source and test cell, as well as cost per response, cost per lead, and cost per sale.

Results: The testing program provided valuable insight for roll-out. A winning creative and offer combination was identified — producing the highest number of leads at the lowest cost per lead. Cost-effective data sources were derived. The test also identified which combinations of data segment, media, creative, and offer produced the highest number of qualified leads.

Ultimately, 3,754 leads were generated and distributed to sales, with 50% being highly qualified (the right attributes and ready to purchase). These leads kept sales busy for the next year — and led to our client meeting their customer acquisition goals.

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