Insights
Case Studies
Healthcare Insurance
Driving Program Adoption Through Personalized, Authentic, Targeted Promotions
Opportunity
A leading health benefits provider launched a program to provide targeted, clinical support to patients with Type 2 Diabetes. They were looking for a partner to help them encourage patients to adopt usage for a device that would help them make healthy changes and proactively manage their diabetes to achieve long-term positive outcomes.
THE GOAL:
Develop a customized, effective marketing campaign to promote the new program and increase device adoption rates.
Solution
IWCO developed a one-to-one, integrated marketing campaign to reach the client’s target audience and inspire action using personalized messaging and authentic testimonials. IWCO’s campaign leveraged a multichannel approach across print and digital tactics, including:
- Direct mail
- Social Media
- Display advertising
- Search marketing
IWCO’s promotional tactics determined effective targeting practices to drive response,
including demographic segmentation, personalized message, and use of video.
Results
IWCO’s award-winning, integrated campaign included a letter package, two self mailers, and a dimensional video mailer that played three unique videos, focused on the benefits of the product and program. These materials delivered results far beyond the client’s original targets and helped drive engagement on promotions, connecting target audiences to the client’s program and inspiring healthier outcomes.
IMPACT
IWCO’s campaign:
- Delivered 20% of program consents in the first 6 weeks of testing
- Acquired 11,000+ customers within client’s target time frame (compared to 10,000 objective)
- Achieved a 53%+ conversion rate (compared to 30% objective)
- Blended avg. cost per acquisition of $118.45 (compared to $200 objective)
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