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Healthcare/Insurance Implications of the web – and subsequent opportunities Most consumers search the web for health information… but they are inundated with resources, and want help in finding the relevant information. Personalized direct marketing can do so 86% of US physicians use the Internet to gather health, medical or prescription drug information, and 1/3 of physicians changed a patient’s medication or started new treatment as a result of a search1. Personalized direct marketing can get actionable, reliable information into physicians’ hands! Consumers are becoming less loyal as insurance and other purchases move online. This creates a need to focus on customer retention; ongoing personalized communications can be used to recommend suitable policies and products, and to increase retention rates To be successful, companies in the healthcare and insurance space must find out what is important to patients: Understand how patients decide which treatments are right for them and how you can get information to them when and where they are making decisions. Information must be credible and easy to understand Do not "sell" - educate and talk each patient as an individual, not as a segment There are great opportunities for personalized educational and preventative newsletters

Aflac Situation and program objectives Target audience and list Aflac, an insurance company, wanted a more efficient and effective way to follow up on calls from prospects. The objectives were to: Target audience and list 1,500 targeted payroll accounts, gathered from the call center database Segmentation and key messages A “Thank you” postcard was sent to customers who contacted the call center, including the name of the servicing associate that would be contacting the customer Source: PODi. For more info visit www.podi.org. Not all PODi case studies were printed using HP Indigo technology

Aflac Field force representative Photo & name of customer service specialist Company Name A personalized full color 5.5 x 8.5 inch postcard was mailed within a week following an initial contact, including: Customer name and address Personal message and photograph from the customer service specialist Name of the field force representative Name and phone number of the servicing associate Source: PODi. For more info visit www.podi.org. Not all PODi case studies were printed using HP Indigo technology

Aflac Results Informal surveys have returned extremely positive customer and field associate feedback Aflac expects the program to have a positive impact on sales by building customer relationships and demonstrating the company’s commitment to its customers Effective and efficient way to follow up on calls Source: PODi. For more info visit www.podi.org. Not all PODi case studies were printed using HP Indigo technology

Texas Home Health Situation and program objectives Texas Home Health provides comprehensive home health services to private individuals, case managers, physicians, nursing homes, hospitals, insurance companies, and health maintenance organizations. Situation and program objectives Increase number of applicants for home care field staff positions Increase the effectiveness of its recruitment efforts, and reduce recruitment costs Target audience and list Targeted list of 130,000 potential employees Segmentation and key messages Segmentation was by geography, ethnicity and gender A relevant message informed recipient of job opportunities and invited them to take a brief survey and to find out more about the jobs Source: PODi. For more info visit www.podi.org. Not all PODi case studies were printed using HP Indigo technology

Texas Home Health Personalized images and text pURL Tailored Job opportunities Personalized direct mail informing each recipient about the job opportunities at the company. Asked to visit their pURL to take a brief survey and to find out more about the jobs. Recipients were also encouraged to call a toll-free number or respond via email. Shortly after a response, the HR department made contact with the prospect Source: PODi. For more info visit www.podi.org. Not all PODi case studies were printed using HP Indigo technology

Texas Home Health Results: 3 - 5% response rate (compared to 0.05% or lower in previous campaigns) Decreased cost from an average of $2,500 per applicant to approx. $50 per applicant Saved $70,000 in recruitment costs over previous methods Produced additional leads for future open positions Source: PODi. For more info visit www.podi.org. Not all PODi case studies were printed using HP Indigo technology

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