Insights
Healthcare Insurance
A healthcare insurance company wanted to expand their acquisition program to include a new market segment. Based on the client’s goals and audience, IWCO saw an opportunity to leverage our New Mover data and strategy to maximize response and campaign ROI.
IWCO’s focus was on identifying the best New Mover data sources to drive the performance of the client’s New Mover program.
IWCO’s solution allows marketers to target households during a transition period when brand loyalty is flexible and spending is higher than usual (on average over $9,000 on goods and services).
This approach included:
IWCO’s proprietary new mover data provided the lowest latency / most accurate move date information in the industry. There is a strong correlation between the recency of the move and direct mail response. If the move date information is off by even a month it will negatively impact performance. IWCO’s move date information is at least 28% more accurate than the closest competitive data source. The client had this to say about the partnership:
“We came to our strategic partner IWCO with our goals of growing both our enrollments and reducing our cost of acquisition. IWCO’s data analytics team delivered… above and beyond!”
– Director of Marketing
Ultimately, IWCO’s partnership delivered significant performance gains for the client’s New Mover program:
IWCO’s New Mover data delivered an expanded addressable universe and reduced the client’s New Mover program cost of acquisition by over 20%.
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