Pictured Above (Left to Right):
Debora Haskel, Vice President – Marketing, IWCO Direct
Bill Garvin, Director, Materials Management, Member – Operations Review Board, Healthways
Deborah Challoner, Sales Director National Accounts, IWCO Direct
It’s been a whirlwind past few days at the 2012 DMA Conference! Earlier today Bill Garvin of Healthways, Deborah Challoner of IWCO Direct and I presented, “How Healthways Got Its Multichannel Marketing in Shape.” Shortly after the session came to a close, so did my time at the DMA Conference. However, I wanted to conclude my time at the show with a review of our session.
If you’re not familiar with Healthways, they are the largest independent global provider of well-being improvement solutions and serve 40 million people on four continents. They provide highly specific, personalized support to reduce health-related costs. You may be familiar with some of their programs, such as Vitality City, SilverSneakers®, or QuitNet®.
In order to describe what Healthways does, Bill opened the session by telling a powerful story of a Healthways customer. The customer was Bill himself, who a year ago weighed 260 pounds. As you can see in the photo above, there’s a lot less of Bill today because of the resources Healthways provides.
During our session, we reviewed how IWCO Direct and Healthways have partnered to power their wellness and disease management programs using a cross-channel approach that includes direct mail, email and text, while reducing the cost of their programs. First we reviewed recent data on how consumers prefer to receive health-related information and covered tips for increasing member engagement. We then moved into specific case studies on how we increased efficiencies and reduced costs by redesigning multiple print formats, implementing an automated workflow solution, and using our sophisticated postal strategy to reduce postage cost. The end result was a two-day reduction in cycle time with a 26% reduction in cost in year one of the program, followed by 14.5% reduction in cost in year two. Perhaps more importantly, Healthways achieved its goal of increasing customer engagement and helping members lead healthier lives.
You never know how attendance will be at a presentation, but overall we were pleased with both the turnout and audience participation. I’d like to take a moment to thank everyone who attended, as well as Bill Garvin and Deborah, for a great session. Bill’s story was particularly inspirational and drove home the power direct marketing can have. It was the perfect ending to a fun and rewarding event.
Be sure to check back tomorrow as Pat Deck provides a final recap of the show.
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