Medicare Marketing ROI: What’s Working…and What’s Not?

Venue: Internet

Location: -

Event Date/Time: Apr 15, 2010 End Date/Time: Apr 15, 2010
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There’s little doubt that the economy has taken its toll on Medicare plan marketing budgets. Now add to the mix new distribution channels, social media outlets and shifting customer demands. Health plan managers with P&L accountability are working hard to get the biggest bang for their marketing buck. Sustainable growth means balancing new member acquisition costs, increased sales volume and customer retention - all built on a framework of measurable marketing ROI.
For those plans going head to head in intensely competitive direct-to-consumer markets of Medicare Advantage, Supplement and Part D, in-market tactics around customer segmentation, lead generation, and sales integration are critical success factors. More importantly, these conditions mean health plans cannot afford to be bound by traditional approaches to marketing. Staying ahead requires a critical assessment of marketing fundamentals as well as a look at next generation tactics to determine program adequacy:

Are baseline assumptions valid?
Is your brand position an integral part of direct response messaging?
Is advertising and media delivering a cost per sale that meets (or beats) expectations?
As the traditional “four Ps” marketing mix changes, are you changing with it?
Are marketing, sales and compliance working together, really?