1. Direct Marketing Customer Stories
Case Studies
Direct Marketing Customer Stories

2. Case Studies in Direct Marketing
Financial
Case Studies in Direct Marketing

3. 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

4. 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 Not all PODi case studies were printed using HP Indigo technology

5. 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 Not all PODi case studies were printed using HP Indigo technology

6. 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 Not all PODi case studies were printed using HP Indigo technology

7. 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 Not all PODi case studies were printed using HP Indigo technology

8. 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 . Shortly after a response, the HR department made contact with the prospect
Source: PODi. For more info visit Not all PODi case studies were printed using HP Indigo technology

9. 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 Not all PODi case studies were printed using HP Indigo technology

10. Thank you