8 Marketing Lessons Don Draper Could Teach

Benefits Pros

27 million

150x a day

30x an hour

8 seconds

The Big 8

Start with a strategic plan

Develop a benefits brand and live it

Know your audience

Keep it simple

Target and segment messages

Tap into the power of storytelling

Use technology to your advantage

Measure the ROI

Strategic planning

• Thoughtful approach to communicating• Review your data to laser focus on issues at

YOUR organization• Avoid fire hosing• Set an objective and stick with it

Don’t just inform and create awareness…

Achieve a specific behavior

Organizational goalsWhat are you trying to achieve?

Audience actionsWhat should employees do more of. less of or differently

to achieve the goals?

Audience perceptions (knowledge and attitudes)Why aren’t they taking the desired action already?What do employees need to know to do the right thing?What do employees need to believe in order to do the

right thing?

Communication tacticsWhat are the key messages to encourage

the desired behavior?

Don’t just think about employees…

Think like employees

Improve An outcome An amount By a date

• Increase• Decrease• Maintain

Message• Interest• Understanding• KnowledgeChannel• Access• Usefulness• Usage/attendanceBehavior change

• By x% over current level

• From x% to y%• From x# to y#

• By x date• By end of

enrollment• By end of year• Within 12

months

SMART Objectives

Improve An outcome An amount By a date

Increase Use of the plan comparison tool

From 20% to 30% By end of enrollment

Reduce Calls to the service center

By 50% By end of enrollment

Increase Enrollment in the HDHP/HSA plan

By 1,000 employees

By end of enrollment

Increase Completion of biometric screenings

By 40% By Nov. 1

SMART Objectives

Remember…

1. Get all the right players involved to review and approve the plan

2. Make sure all potential audiences are identified and target your messages

Develop a benefits brand and live it

Tips

• Follow corporate guidelines

• Get approval from corporate communications

• Be consistent

• Don’t get brand crazy

Messages need to be relevant…

AND resonate.

Know your audience

Personal ValueThis is about

who I am

OutcomeI have a stake

in this

Social ImageThis affects how I want to be seen

Social ImageI’m a good parent with a smart kid

Personal ValueI’m a good

parent

OutcomeMy kid is smart

Want to know what employees think…

ask!

Keep it simple

Skim & Dive

Amusing

Interesting

Relevant

2.4xmore glucose

Target and segment messages

What’s in it for me?

What do I have to do by when?

Which information applies to me?

What inspires you?

Tap into the power of storytelling

Why do stories pull us in?

• Empathize with characters

• Our brains mimic the feelings of the characters

• We crave problems and their resolutions

Storytelling for total rewards

• Ask participants to share their stories

• Include all benefits, not just medical

• Keep it in laymen’s terms

• Use stories to illustrate complex concepts

• Use variety of channels

In the past…

Then something happened…

Stories trump facts in times of change

That’s why we’re going

to…

So these good things

happen…

Use technology to your advantage

Today: 60%

2018: 95%

•Compatible with mobile

•Link to vendor sites

•Link to tools

Piggyback — public sites

Link to audience-, risk- or interest-specific sites

Piggyback — vendor’s tools

DocGPS Optumize Me

Blog

• Set up on Blogspot

• High click-thru rate

• 2,200 views/mo.

• Written by Janet and others

Facebook

• Connect to peers

• Gets family involved

• Links to blog

• Links to articles, etc.

Measure your ROI

Improve An outcome An amount By a date

Increase Use of the plan comparison tool

From 20% to 30% By end of enrollment

Reduce Calls to the service center

By 50% By end of enrollment

Increase Enrollment in the HDHP/HSA plan

By 1,000 employees

By end of enrollment

Increase Completion of biometric screenings

By 40% By Nov. 1

SMART Objectives

Measuring success: quantified

• Movement into plans

• Calls to service center

• Website

Measuring success: qualitative

• Assess knowledge levels

• Surveys and focus groups

Action

Brand

Know

Simple

The Big 8

Target

Story

Tech

Measure

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Questions?