Medicare Straight Talk: Guiding Boomers with Consumer-Friendly Medicare Marketing

© 2016 Responsory, a Johnson Direct LLC company

Guiding Boomers with Consumer- Friendly Medicare Marketing

© 2016 Responsory, a Johnson Direct LLC company2 • MEDICARE STRAIGHT TALK

WHAT’S INSIDE THE

GUIDE

Welcome to the New 65

Are you Getting Through to the 65+ Market?

Your Audience

See What’s Working

What’s Behind Straight Talk

Conclusion


THE MEDICARE LANDSCAPE IS CHANGING... AND SO IS YOUR AUDIENCEToday’s baby boomers are a diverse group. They’re healthier. They’re educated. They read newspapers AND surf the web. They’re mobile. They’re social. And most importantly, they’re not all alike.


TAKING CHARGE OF THEIR HEALTHMore likely to take charge of their health than the generation before them

Realize that shopping for Medicare can be difficult, time consuming and confusing

Motivated to shop for Medicare coverage, but hesitant to switch


ADOPTING UNIQUE TECHNOLOGY PATTERNSUse computers and access the Internet more than ever before

Adopt different technology patterns based on their health, discretionary income and education level

Older adults who use the Internet/Broadband at higher rates are:

Healthier

More Affluent

More Educated


SHOPPING FOR HEALTH INSURANCE ONLINEInternet activity is the most prevalent shopping activity among Age-ins in 2016 and the activity they spend the most time doing

In any given month prior to age 65, 40 - 45% of Age-ins are using the internet to shop for health insurance


IT’S A BIG WORLD OF 60-SOMETHINGS OUT THEREMore than 40 million people in the U.S. are aged 65+

Projected to reach 72 million by the year 2030 –representing nearly 20 percent of the total U.S. population!


ARE YOU GETTING

THROUGH TO THE 65+

MARKET?

Recognizing the shortcomings of Medicare, many of these older Americans are choosing to buy some type of supplemental health insurance coverage.

This is good news for health insurance companies. But what if your current marketing program is failing to convince seniors that they need YOUR Medicare Supplement or Medicare Advantage plan?

In this Guide, we’ll share several tactics that are working for our Medicare health insurance clients. We’ll start with a brief overview of our proven Direct BrandingSM method.


START HERE: SMART

SEGMENTING

An integral first step in Responsory’s Direct BrandingSM

method involves smart segmenting.

1. Profile and model your existing member base

2. Identify trends and opportunities

3. Determine strategies for segmenting your audience

4. Develop specific creative approach to speak to the needs of each segment

Possible Segments include:Geographic areas of opportunity

Current customers turning age 65

Non-customers turning age 65

Non-customers over age 65 (switcher market)

Specific age bands

Working longer prospects (customers aged 65+)


NEXT:UNDERSTAND THE MARKET

IT’S A BIG WORLD OF 60-SOMETHINGS OUT THEREOur strategic recommendations are often guided by trends uncovered through secondary research. For example, a few facts about the Aging-In market:

Typically unaware if their current provider even offers coverage options once they turn 65

Brand loyalty is decreasing as more people shop around, validating the necessity of a switcher program

A larger percent are working longer to get insurance through their employer


SEE WHAT’S WORKING

In your complex and highly regulated industry, a consumer-friendly, no-nonsense marketing approach is more important than ever. Health insurers must find smarter ways to talk to their customers and help them navigate the Medicare landscape.

So how do you make sure your marketing strategies outshine those of your competition?Next, we’ll share with you a behind-the-scenes look at several insurers who are getting it right, and the tactics behind their successful campaigns.


SEE WHAT’S WORKINGENROLLMENT PROGRAM BOOSTS CONVERSION RATE 10-FOLD

Blue Cross and Blue Shield of Michigan was looking for a more robust initiative to encourage current individual plan members aging into 65 to transition to a BCBSMI Medicare Advantage plan.

OUR SOLUTION

Communicate earlier than 120 days

Use warmer tone and connect directly with member

Position change to Medicare Advantage as an easy and automatic transition

Integrated multichannel approach – direct mail, outbound telephone and digital

RESULTS

With ~60% of individual plan members transitioning to a Blue plan, we’ve generated up to a ten-fold increase in conversions



LeadingthewayinAFFORDABLEMEDICARESUPPLEMENTPLANS.

Because all Medicare Supplement plans contain the exact same features, it might seem that it doesn’t matter who insures you. But in reality, it can matter greatly.

Since 1968, Blue Cross and Blue Shield of Kansas (BCBSKS) has offered Kansas residents friendly, local service and reliable, affordable Medicare Supplement coverage that’s accepted anywhere you travel, nationwide. And perhaps best of all…

BCBSKSoffersaffordablerates–includingourpopularSelectPlanF,SelectPlanCandSelectPlanK.

At a time when just about everyone is cost-conscious, it’s reassuring to know that BCBSKS is taking the lead in controlling Medicare Supplement costs.

Low pricing. Great service. It’s just what you’d expect from a leader.

Ready to switch?Our dedicated Plan 65 specialists are here to help. Simply call our Answer Line now: 1-800-752-6650(inTopeka785-291-4301).

Therearesomanyreasonswhyitsimplymakessensetoswitchtous.When you choose a Medicare Supplement plan, you’re also selecting the company that stands behind the plan. Our Plan 65-Select options offer you:

SAVINGS: Compare our rates to others and see for yourself.

FREEDOM: You can still choose the doctors and specialists you prefer – no referrals needed.

FLEXIBILITY: We offer several different Medicare Supplement plans so you could end up saving on the plan you have now or switch to another that’s a better fit.

NATIONWIDEPROTECTION: Blue Cross and Blue Shield of Kansas is an instantly recognizable name. Travel with confidence, knowing you’ll receive care whenever and wherever you need it.

CONVENIENCE: No claim forms to fill out. And, you can use our Automatic Payment Option.

OPTIONALDENTALCOVERAGE: Our Plan 65 dental program offers you complete coverage for preventive dental services, plus additional coverage for more complex care.

VALUE-ADDEDRESOURCEBLUE: With our discount and health and wellness awareness program, you are eligible for health-related discounts and savings.

AreyoupayingmorethanyouneedtoforMedicareSupplementinsurance?

Compareourrates…Dependable coverage doesn’t have to cost you more. In fact, our Select plan monthly premiums are among the lowest in Kansas.* See for yourself…

Blue Cross and Blue Shield of Kansas Monthly Premiums for 2011:

Attained Age

Select Benefit Plan C

Select Benefit Plan F

Select Benefit Plan K

66 $96.77 $102.84 $57.19

67 $99.99 $106.29 $59.08

68 $103.34 $109.79 $61.03

69 $106.73 $113.41 $63.07

70 $110.25 $117.16 $65.16

71 $113.87 $121.08 $67.65

72 $118.25 $125.70 $70.27

73 $122.83 $130.58 $72.97

74 $127.56 $135.60 $75.77

75 $132.48 $140.85 $78.70

Plan65-SelectOnesimpledecisioncanhelpyousavesignificantly.Designed for residents who live in select counties, Plan 65-Select options from Blue Cross and Blue Shield of Kansas are competitively priced so you can save even more without sacrificing great benefits.

Here’s how: Just agree to use a SELECT network hospital for NON-EMERGENCY services. If you receive non-emergency care at a non-select hospital, you will be responsible for payment of the Part A deductible and applicable coinsurance charges. Inanemergency,yourservicesarecoveredatanyhospital.

Best of all, you may not even have to change hospitals – the hospital you currently use could already be a Plan 65-Select facility. Take a look at the maps and lists on the reverse side and see how a Select Plan could work for your health care needs.

* Medicare Supplement Online Shopper’s Guide, [August 19, 2011].

You can trust Blue Cross and Blue Shield of Kansas to be here for you, because we have been around for more than 65 years. Today, we cover more than 887,000 Kansans – and our name is instantly recognizable across the nation.

You can even get started right now!

To find out more, simply fill out the attached form, call us toll-free at 1-800-752-6650 (in Topeka, 785-291-4301) or visit www.bcbsks.com/switch for a FREE Personal Health Care Planning Kit. See for yourself why selecting Blue Cross and Blue Shield of Kansas could be in your best interest.

Sincerely,

Mark Dolsky, Vice PresidentSales and Marketing

P.S. You’re not locked into your current Medicare Supplement plan. And, it doesn’t cost a thing to explore how much you can save by switching to Blue Cross and Blue Shield of Kansas. Call us toll-free at 1-800-752-6650 (in Topeka, 785-291-4301) today.

TIP: Don’t cancel your existing policy until you have been accepted into a new plan and you are sure that it is what you want.

We look forward to receiving your reply by Date xx, 2011.

SAVINGS – compare our rates to others and see for yourself FREEDOM – choose the doctors you preferNATIONWIDE COVERAGE – receive care whenever and wherever you need it

CONVENIENCE – no claim forms to fill outOPTIONAL DENTAL COVERAGEFREE VALUE-ADDED PROGRAMS

Three Ways to Respond

➊ Call toll-free 1-800-752-6650 or in Topeka 785-291-4301

➋ Complete and return the form on the reverse side

➌ Visit www.bcbsks.com/switch

Why Blue Cross and Blue Shield of Kansas?

Blue Cross and Blue Shield of Kansas is not connected with or endorsed by the U.S. Government or Federal Medicare Program.

Remember…there is NO penalty for checking out your options or switching!

Dear Sample A. Sample,

If you’re concerned about costs – and who isn’t these days – you may want to take a closer look at the Medicare Supplement plan options available to you. If you’re already carrying Medicare Supplement insurance, chances are you may be paying too much.

After all, according to law, Medicare Supplement plans are required to offer the exact same benefits. In other words, one insurer’s Plan C or Plan F must include the exact same benefits as another insurance company’s Plan C or Plan F. But that doesn’t mean all things are equal. The difference is in the price you pay and the service you receive. And here’s where Blue Cross and Blue Shield of Kansas really shines...

Our Select plan premiums are among the lowest in the state.*

As your leading hometown insurer – Kansans serving Kansans – our Plan 65 options are designed to help you control your Medicare Supplement plan costs. Just take a look at our popular Select Plan F annual rates, compared to what you’d pay elsewhere:

2011

And remember: you still get the freedom to choose your own doctors without referrals. With our PLAN 65-SELECT option, you simply agree to use a SELECT network hospital for NON-EMERGENCY services and save significantly. In an emergency, your services are covered at any hospital. Please take a look at the enclosed brochure for more details. You can even take advantage of our optional complete dental coverage.

Company name 2011 Select Plan F Annual Premium*

Attained Age 66 Attained Age 70

Blue Cross and Blue Shield of Kansas [$1,234.08] [$1,405.92]

Sentinel Security Life Insurance Company [$1,398.92] [$1,605.30]

Sterling Life Insurance Company [$1,485.90] [$1,686.34]

United Healthcare Insurance Company [$1,302.96] [$1,517.16]

r YES! I want to find out more about Blue Cross and Blue Shield of Kansas, so I can make an informed decision about switching. Please send my Planning Kit today. I understand a licensed representative will follow up with me, and I will need to complete an application that includes health questions, but I am under no obligation to switch.

[First name] [Last name][Street Address], [Suite # / Apt #][2nd Line Address][City], [State] [12345-6789]<Bar Code>

Please complete and return in the enclosed envelope.Have you already enrolled in Medicare Parts A & B? r Yes r NoDate of birth: Month____________Day______Year________Phone number: (_____)_______________________________ Best time to call between 8:00 a.m. and 4:30 p.m.: __________

Our rates are among the lowest in Kansas!*FREE HEALTH CARE PLANNING KIT REQUEST FORM

BLUE CROSS AND BLUE SHIELD OF KANSAS MAY BE ABLE TO HELP YOU SAVE.

Are you enrolled in or considering a Medicare Supplement plan?

1133 SW Topeka Blvd.Topeka, Kansas 66629-0001

* Medicare Supplement Online Shopper’s Guide, [August 19, 2011]. Rates are for a non-smoking male living in the [Wichita area] and are subject to change annually.

(please continue over)

Is the above address correct? If not, please indicate your changes. For faster service, call toll-free 1-800-752-6650.406 1011

401 1011

[First name] [Last name][Street Address], [Suite # / Apt #][2nd Line Address][City], [State] [12345-6789]<Bar Code>

Why should you pay more forthe exact same Medicare Supplement coverage?

OPEN NOW to see how Blue Cross and Blue Shield of Kansas may be able to help you save.

1133 SW Topeka Blvd.Topeka, Kansas 66629-0001

404 1011

Are you paying more for the exact same

Medicare Supplement

benefits?Maybe it’s time you

switched toBlue Cross and

Blue Shield of Kansas.

Butler

Cowley

HarveyReno

Sedgwick

Sumner

KingmanElk

Greenwood

Chautauqua

ChaseMarion

Sedgwick/South Central

Shawnee/Capital

• AtchisonCounty Atchison Hospital • JeffersonCounty Jefferson County Memorial Hospital• LeavenworthCounty Cushing Memorial Hospital Saint John Hospital

Osage

Wabaunsee

PottawatomieJackson

Shawnee

Marshall

RileyClay

Washington

Northeast

Douglas

Je�erson

Atchison

Leavenworth

Doniphan

PLAN65-SELECTSERVICEAREAS

•RileyCounty Manhattan Surgical Hospital Mercy Regional Health Center•ShawneeCounty Kansas Rehabilitation Hospital St. Francis Health Center Stormont-Vail HealthCare

•ClayCounty Clay County Medical Center•JacksonCounty Holton Community Hospital•PottawatomieCounty Community Healthcare System Wamego City Hospital

Protectionyoucancounton–fromahometownleaderBLUE CROSS AND BLUE SHIELD OF KANSASSince 1942, the Blue Cross and Blue Shield tradition of security and dependability has thrived in Kansas. Today, we cover upwards of 887,000 Kansans. In other words, we are here for you.

Ready to find out more?RequestyourFREEPersonalHealthCarePlanningKit!It includes everything you need to decide if you should switch – complete details on services offered, plans and premiums. A simple application also is included, but there is no obligation.

Threewaystorespond.1. Call toll-free 1-800-752-6650 or in Topeka,

785-291-4301 today!2. Complete and return the enclosed form.3. Visit www.bcbsks.com/switch

TIP: Don’t cancel your existing policy until you have been accepted into a new plan and you are sure that it is what you want.

An Independent Licensee of the Blue Cross and Blue Shield Association

402 1011

• ButlerCounty Kansas Medical Center Susan B. Allen Memorial Hospital• KingmanCounty Kingman Community Hospital• SedgwickCounty Galichia Heart Hospital Kansas Heart Hospital Via Christi Hospitals Via Christi Behavioral Health Center Via Christi Rehabilitation Hospital Wesley Medical Center Wesley Rehabilitation Hospital• SumnerCounty Sumner Regional Medical Center

Blue Cross and Blue Shield of Kansas is not connected with or endorsed by the U.S. Government or Federal Medicare Program.

To be eligible for the Select plan rate you must live in one of the counties listed on the maps. The hospital listings are where you must go for planned admissions.

SWITCHER PROGRAM OUTPERFORMS OTHER MARKETING BY FACTOR OF 5!

Convincing seniors to change health insurance plans can be a daunting task. Blue Cross Blue Shield of Kansas turned to Responsory for help launching a new switcher program for its Medicare supplement product.

OUR SOLUTION

Segmented target audience; zeroed in on attractive pricing using specific plan comparisons in areas where BCBSKS was most competitive

Created compelling, cost-effective direct mail package to attract attention and drive leads

RESULTS

Campaign set a record-achieved ROI 5 times faster than any other BCBSKS initiative



BLUE CROSS BLUE SHIELD OF NORTH DAKOTA ATTN: RANDY PAPACHEK 4510 13TH AVE S FARGO ND 58103-9971

NO POSTAGENECESSARY

IF MAILEDIN THE

UNITED STATES

BUSINESS REPLY MAILFIRST-CLASS MAIL FARGO NDPERMIT NO. 300

POSTAGE WILL BE PAID BY ADDRESSEE

Artwork for User Defined (4" x 6")Layout: sample BRM card with IMB.lytSeptember 16, 2010

Produced by DAZzle Designer, Version 9.0.05(c) 1993-2009, Endicia, www.Endicia.comU.S. Postal Service, Serial #

IMPORTANT: DO NOT ENLARGE, REDUCE OR MOVE the FIM and POSTNET barcodes. They are only valid as printed! Special care must be taken to ensure FIM and POSTNET barcode are actual size AND placed properly on the mail piece to meet both USPS regulations and automation compatibility standards.

STRAIGHT ANSWERS to your Medicare questions

Noridian Mutual Insurance Company

To discover more about Blue Cross Blue Shield of North Dakota’s Medicare

supplement insurance and how you can make the switch, contact us at 1-800-280-2583 or

complete and return the attached card.

Everything you’re looking for in a Medicare supplement plan in one place:

1 SAVINGS – BCBSND premiums are among the lowest in North Dakota.

2 OUTSTANDING SERVICE – we’ll help you through the process via phone or in person.

3 FREEDOM TO CHOOSE – you can choose which BCBSND supplement plan best fi ts your situation.

TO: [First name, Last Name] North Dakota Medicare-Eligible ResidentFROM: Jack Easton, Assistant Vice President Marketing Blue Cross Blue Shield of North Dakota (BCBSND)RE: Switching to BCBSND Medicare Supplement Insurance – AMONG NORTH DAKOTA’S MOST AFFORDABLE COVERAGE

In the last few weeks, we’ve been reaching out to you to help you with an important decision: whom should you trust, moving forward, to be there for you with your Medicare supplement plan coverage? If you already have made a choice – and even if you haven’t – you may want to take a closer look at Blue Cross Blue Shield of North Dakota (BCBSND). But fi rst, ask yourself these three questions:

1. Who gives me the plan I want at a price I can afford?According to the North Dakota Insurance Department, Blue Cross Blue Shield of North Dakota leads the way on low pricing for some of the most popular Medicare supplement plans. We’re here to help you control your costs and we offer you a variety of popular options from which to choose.

2. Who pays claims in a timely manner?BCBSND has been providing Medicare supplement insurance plans for decades. We’re the #1 health insurance provider in North Dakota, with an unwavering commitment to our customers. We ensure that you won’t have mounds of paperwork each time you make a claim and that your claims will be paid promptly.

3. Who is on my side before and after I choose a plan?No one is more dedicated to North Dakota than we are. We’ve been helping folks just like you for more than 70 years. And today we provide friendly face-to-face service at eight service offi ces throughout North Dakota and currently employ more than 1,000 of your friends and neighbors. We’ve earned your trust in the past and we will work hard to continue to keep it in the years ahead.

The decision is clear – Blue Cross Blue Shield of North Dakota is there for you, today and down the road, with coverage that fi ts your needs and your budget. Switch to us today!

To make it easy for you, we’ve created a handy checklist to compare companies:

Other BCBSND Insurance

North Dakota’s largest health insurance coverage provider ✔ ?

Some of the lowest Medicare supplement premium prices ✔ ?

8 service offi ces throughout North Dakota ✔ ?

Involvement in the Medicare program since its inception ✔ ?

A variety of Medicare supplement plans ✔ ?including the popular Plan F

A track record of timely claims payments ✔ ?

A company you can trust – North Dakota’s most ✔ ?experienced health care coverage provider

North Dakota’s #1 Medicare supplement provider!

CALL 1-800-280-2583 or simply fi ll out and return

the attached card.

Want more facts about Medicare supplement insurance?

Visit SmartSeniorND.com.

Now’s a great time to switch to Blue Cross Blue Shield of North Dakota.

Get a FREE pedometer to help you step into a healthy lifestyle with

no obligation just for fi nding out more.

STRAIGHT TALK about Medicare supplement insurance rates(and why it makes sense to switch to us!)










CHECK OUT THESE RATES


the attached card.





If you currently carry Medicare supplement insurance, you made a very smart decision when you chose to fi ll in the gaps that exist in your Medicare coverage. As a result, you left yourself less vulnerable to medical bills that Medicare does not cover.

Now it’s time to make the next smart decision…You may already know that all Medicare supplement providers are required by the government to offer the exact same benefi ts for a particular plan. In other words, the features of each plan do not vary from company to company. So the question is: Are you paying more than you should for the exact same coverage? And who will really stand behind that coverage with a powerful commitment to you?

Blue Cross Blue Shield of North Dakota is our state’s #1 health insurance provider with some of today’s lowest premiums.According to the North Dakota Insurance Department, BCBSND offered the lowest premiums.* See for yourself…

BCBSND is highly competitive with all our plans to make it easier for you to control your costs and obtain the coverage that’s right for you.

It’s not just the price. It’s also the company that stands behind the plan.Some companies will sell you a Medicare supplement plan and that’s that. The only time you’ll communicate with them is through a voice maze when you need to fi le a claim.

Blue Cross Blue Shield of North Dakota has made a commitment to the people of North Dakota. We’ve been helping folks just like you for more than 70 years, offering customized coverage as well as friendly, face-to-face service in eight North Dakota service offi ces. We employ more than 1,000 of your friends and neighbors and are trusted by more North Dakotans than any other insurance company – with over 454,000 members.

We’ve made it easy to explore how much you could save.Contact us today for more information at 1-800-280-2583 or complete and return the attached card. Switch to us and see what a difference the #1 North Dakota Medicare supplement provider can make!

* Based on our most popular Plan F– for a new applicant, male, non-smoker, age 65. The rate information was fi led with the North Dakota Insurance Department, which does not endorse or recommend a particular company or plan. Because of a number of factors the annual premiums above are approximate. Factors such as gender, smoker status, and others, may impact the actual premium amount. Price is not the only issue to consider. Please review all issues in relation to your own needs before purchasing a policy.



COMPANY NAME PLAN F ANNUAL PREMIUM*Sanford Health Plan $1,985American Republic Corp Insurance Company $1,813Order of United Commercial Travelers of America $1,581Thrivent Financial for Lutherans $1,559State Farm Mutual Automobile Insurance Company $1,485Humana Insurance Company $1,433United World Life Insurance Company $1,298Blue Cross Blue Shield of ND (Noridian Mutual Insurance Company) $1,217


NO POSTAGENECESSARY

IF MAILEDIN THE

UNITED STATES







NO POSTAGENECESSARY

IF MAILEDIN THE

UNITED STATES






STRAIGHT TALK about Medicare supplement insurance service(and why it makes sense to switch to us!)










Since all Medicare supplement plans contain the exact same features, it might seem at fi rst glance that it doesn’t really matter who insures you. But when you dig a little deeper, you’ll fi nd that it matters a great deal.

Blue Cross Blue Shield of North Dakota offers some of the lowest premium rates of any major company. But more importantly, we’re there in a big way after you purchase from us, which is really where an insurance company earns its moxie. We’ve been helping folks just like you for more than 70 years.

So if you carry a Medicare supplement plan with anyone other than BCBSND, ask yourself:

• Is my current insurance company #1 in North Dakota? If not, why not? BCBSND is the state’s #1 health insurance provider. We have an entire team of people who have dedicated their careers to understanding Medicare

supplement coverage.

• Has my current insurance company made a commitment to North Dakota? BCBSND certainly has! We have friendly face-to-face service in eight service offi ces across North Dakota. If you do have a question, you won’t get lost in an anonymous voice maze; you can simply visit us. We employ more than 1,000 of your friends and neighbors and are trusted by more North Dakotans than any other insurance company – with over 454,000 members.

• How will my current insurance company stack up with claims payments? We’re here to give you assurance that your claims will be paid on time and you won’t have mounds of paperwork each time you make a claim. You have the freedom to select from any Medicare participating health care providers whenever and wherever you choose. There is no need to wait for referrals or worry about choosing a doctor from a limited network of approved providers.

• Are you paying more for the exact same coverage? All Medicare supplement plan providers are required by the government to offer the exact same benefi ts for a particular plan, so it makes sense to compare rates. BCBSND Medicare supplement plan rates are among the lowest in the state.

Choosing a Medicare supplement provider is NOT “apples to apples.”Remember, when it comes to Medicare supplement plans, service is key. Think about any insurance you purchased – for example, life insurance. You wanted a policy from a company that would help your family collect what they’re entitled to, not create hassles at an already diffi cult time. The same can be said for Medicare supplement plans.

Switch to us and see what a difference the#1 North Dakota Medicare supplement provider could make!



the attached card.






OR FOR FASTER SERVICE CALL 1-800-280-2583

Response requested by: xx/xx/2010

DATE OF BIRTH ________________________ ❒ MALE ❒ FEMALE

DAYTIME PHONE (_______) _____________________ BEST TIME TO CALL: _____ A.M. ______ P.M.

EMAIL _________________________________________________________________________

[First] [Middle Initial.] [Last][Street Address], [Suite # / Apt #][2nd Line Address][City], [State] [12345-6789]

FREE!

NO OBLIGATIONGet a FREE pedometer to help you

step into a healthy lifestyle with no obligation just for fi nding out more.

Want more facts about Medicare supplement insurance?Visit SmartSeniorND.com.

CALL 1-800-280-2583 or simply fi ll out and return the attached card.

Discover how North Dakota’s #1 Medicare supplement provider can make a difference for you! FREE STRAIGHT TALK RESPONSE VOUCHER!

YES, I sure could use some straight talk about switching to BCBSND! Please send me a FREE pedometer. I’m also requesting that a BCBSND agent call me as soon as possible with information about your BCBSND MEDICARE SUPPLEMENT PLANS – plans with premiums that are often lower than any other in North Dakota. I understand that there is no obligation.

HURRY – you could be missing out on savings.

20 10 Medicare Supplement Bene� ts UPDATESTRAIGHT TALK ABOUT MEDICARE SUPPLEMENT COVERAGE

[First] [Middle Initial.] [Last][Street Address], [Suite # / Apt #][2nd Line Address][City], [State] [12345-6789]<Bar Code>


4510 13th Ave. S., Fargo, ND 58121

Reserved for Medicare-Eligible North Dakota Residents Only!

Open Immediately Time Sensitive Information Enclosed

Will your insurance company be there for you with sound guidance and fast claims payment?

JDMS-S2-MTH-YR

STRAIGHT TALK REAPS RESULTS

With an aging block of business and slipping market share in the 65+ arena, this Blue plan’s existing Aging-In program was not providing the results it needed. The creative approach was not appropriate for this market and it lacked a compelling call to action.

OUR SOLUTION

Utilized data analytics, customer profiling & modeling, segmenting, direct mail testing and fresh “Straight Talk” creative

Series of mailings for Aging-In, Switcher and Working Longer segments

Designed with enticing mail panels and consistent graphics to reinforce key messages

RESULTS

Our campaigns established new controls and significant increase in qualified leads and conversions


BONUS TIP: ADDING EMAIL TO THE MIXDID YOU KNOW 89% OF SENIORS 65+ HAVE PERSONAL EMAIL AND USE IT REGULARLY?

Yet, most Medicare marketing today leaves this valuable channel untapped. Direct mail may be the go-to tactic, but adding a digital program to the mix can lead to impressive response rates.

In fact, for Blue Cross Blue Shield of Michigan, we created an Age-In digital program that:

Optimized direct mail and call center communications to build opt-in prospect database

Engaged prospects with series of informative, compliance-friendly email messages and landing pages

Enticed targets to click and call using a straightforward tone and helpful content

RESULTS

Improved multi-channel integration and increased digital engagement with relevant, customer-focused messaging


WHAT’S BEHIND

Those nearing 65 receive a barrage of info about Medicare plans. This can be a confusing and overwhelming time for seniors

When done right, direct marketing (offline & online) can be a powerful tool for influencing this older demographic

It can help attract new customers, sell more products to current customers, and even persuade prospects to switch brands


Use consistent messaging that resonates with seniors

Position clients as leaders and experts, highlighting attractive rates and thorough knowledge of Medicare coverage

Each campaign is unique to our client’s brand, goals and value propositions, driving home key messages such as monetary savings, outstanding service and freedom to choose

RESPONSORY’S STRAIGHT TALK

APPROACH


Carefully choose key messages–price, provider choice and customer service are reasons people opt for one plan over the other

Encourage our clients to consider dual, no obligation offers (i.e. FREE pedometer and Medicare information kit)

RESPONSORY’S STRAIGHT TALK

APPROACH


TOUCH-POINTS AND

TIMING

Timing is critical and each subsequent touch-point has its own unique challenges and chances of enticing a response

For example, some multi-touch programs pull in the most responses early on, helping us narrow our number of touches, frequency and timing to the most effective combination


STRAIGHT TALK FOR

SMART SEGMENTING

AGING IN Educational and informative approach

Multichannel strategy including digital

SWITCHER PROGRAMSHit harder on competitive factors

Use irresistible teaser copy to get opened

WORKING LONGER CAMPAIGNS Survey prospects about their future retirement goals; in exchange, offer them value-added information such as a fact-packed book to aid in healthy living


OUR STRATEGY

INTELLIGENCE INFORMS BOTH ONLINE AND OFFLINE MARKETING TACTICS

By combining traditional tactics with cutting-edge technology our Medicare marketing strategies drive sales and maximize ROI.

At Responsory, we understand the tried-and-true Medicare marketing techniques–DIRECT MARKETING, user-friendly response mechanisms and measurable results are at the core of everything we do.

But we don’t stop there. We add the power of DATA and ground-breaking digital tools to segment and target audiences like never before.

Customize and localize our approach by market

Vary messaging by target region and product offering

Go beyond generational stereotypes to appeal to changing consumer

Optimize our tactical mix by region and audience


Our Straight Talk strategy and on-target creative are helping our clients gain market share. Not only are our Medicare campaigns successful in generating qualified leads, they produce the necessary conversions to substantially impact insurers’ bottom lines.

Call us today. Who better to boost sales than an agency with a real understanding of the insurance market and a firm grasp on the tactics and formats necessary to achieve solid results.

[email protected] RESPONSORY.COM

ARE YOU READY FOR

© 2016 Responsory, a Johnson Direct LLC company

T H A N K Y O ULET’S GET STARTED

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