Member acquisition in a consumer-centric market

  • February 25, 2016
  • 11:00 AM – 12:00 PM ET
  • Online
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Member Acquisition in a Consumer Centric Market from AHIP on Vimeo.

Acquiring new members is a strategically important focus for health insurance companies. Countless hours are spent developing and pricing products and creating marketing plans to promote them. The goal is to end the enrollment period with large gains in membership. To achieve this, you must cost effectively reach current and prospective members within their ever-changing channel preferences, and provide relevant information in the moments that matter.

In the post-ACA era, consumers have the ability to shop for health insurance plans like never before. This new consumer market shows an unfamiliar shopper journey. Consumers are searching online, comparing plans, seeking input from social networks, reading reviews and eventually making decisions. And they have high expectations from insurers. When shopping for insurance, consumers expect you to provide accurate, easy-to-understand information across various channels. They expect personalization, but what they’re actually seeing is information that’s confusing, inadequate or too similar to other health plan material to be compelling.

To set yourself apart, you need to be able to identify and segment your members and prospects—and then personalize content for them—at the right time and through the right channels. This is achieved by using advanced data strategies to better understand member lifestyles, attitudes and behaviors.

In this webinar, we will discuss the evolving health insurance market and how to effectively leverage data insights to acquire members in a highly-competitive, consumer-centric shopping experience.

Webinar participants will learn:

  • How (and why) the health care industry continues to evolve toward consumerism and what that means for your marketing efforts
  • Consumer attitudes toward purchasing health insurance: Why they buy and how they decide between you and your competitor’s plans
  • What data, resources and strategies you need to employ to acquire new members in this consumer-driven and omnichannel environment
  • How to put this into action and create campaigns that effectively acquire new members

Who should attend: Health plan marketing team members – Directors, Vice Presidents, CMO


Speakers:


Jon West

Jon West, VP/GM Healthcare at Epsilon
Jon is responsible for the health insurance line of business at Epsilon. He partners with insurers to improve their acquisition and retention marketing programs through the use of data, creative insight and technology. An award-winning direct marketer, Jon joined Epsilon at the start of 2013. Previously Jon held several marketing management positions within health insurance organizations.

Lynn RovelstadLynn Rovelstad, Senior Vice President, Epsilon
Lynn manages Data Sales focused on Financial Services, Insurance, Travel and Hospitality and Communication industries. Lynn has extensive marketing information experience with over 25 years history helping companies to find audiences and insights enabling them to create relevancy, maximize performance and drive measurable results in all channels. Prior to joining Epsilon, Lynn has worked at Veredata LLC, AccuData Holdings and Equifax helping companies such as Physician’s Mutual, Mutual of Omaha, and BCBS.

Webinar Participants Will Learn:

Consumer

Attitudes toward purchasing health insurance: Why they buy and how they decide between you and your competitor’s plans

How

To put this into action and create campaigns that effectively acquire new members

What

Data, resources and strategies you need to employ to acquire new members in this consumer-driven and omnichannel environment