what direct mail messaging do seniors prefer?

13
© 2016 Competiscan, LLC & Media Logic USA, LLC. 1 MEDICARE MARKETING INSIGHTS WHAT DIRECT MAIL MESSAGING DO SENIORS PREFER? DIRECT MAIL SURVEY (PART 2 of 2)

Upload: media-logic

Post on 13-Apr-2017

673 views

Category:

Healthcare


1 download

TRANSCRIPT

© 2016 Competiscan, LLC & Media Logic USA, LLC. 1

MEDICARE MARKETING INSIGHTS

WHAT DIRECT MAIL MESSAGING DO SENIORS PREFER?DIRECT MAIL SURVEY (PART 2 of 2)

© 2016 Competiscan, LLC & Media Logic USA, LLC. 2

Direct mail is a critical component of a Medicare AEP marketing campaign, but to be effective its messaging must inspire action.

To understand what messaging seniors prefer, we conducted an online survey of 250 adults aged 65+. We showed them various plan and product copy options, as well as numerous calls-to-action and offers – all to understand what messaging is most likely to get a response from this audience.

© 2016 Competiscan, LLC & Media Logic USA, LLC. 3

} I use ratings all the time before making a purchase

} Looks like a high rating, but I’d want to research what it means

} More likely to find one that meets my needs

} May have an affordable option

} They must be doing something right

} Been around a long time

THE HIGHEST-RANKED BRAND-LEVEL STATEMENTS

4.5 STAR RATING

Respondents’ feedback: Respondents’ feedback: Respondents’ feedback:

WIDE RANGE OF MEDICARE PLANS 30 YEARS EXPERIENCE

© 2016 Competiscan, LLC & Media Logic USA, LLC. 4

THE LOWEST-RANKED BRAND-LEVEL STATEMENTS

These plan statements ranked the lowest, perhaps because they were more generic and didn’t include supporting proof. We know from prior research and experience, as well as from the feedback of other respondents who favored these statements, that these are meaningful features when presented in a more effective manner.

KEY TAKEAWAY:

Messages that provide specific facts about a plan appear to be more appealing than statements that may be perceived as more generic.

A NAME YOU CAN TRUST COMMITTED TO PERSONAL SERVICE SEE WHAT OUR MEMBERS HAD TO SAY

© 2016 Competiscan, LLC & Media Logic USA, LLC. 5

THE HIGHEST-RANKED PRODUCT-LEVEL STATEMENTS

Respondents that preferred these statements provided feedback like:

} Finding the lowest cost plan is most important

} Want to get rid of my high deductible

} Want to see if the $0 cost plan is true

} Want to read how I could save money

$0 DEDUCTIBLE LOW OUT-OF-POCKET COSTS AS LOW AS $0 A MONTH LOW RX COSTS

© 2016 Competiscan, LLC & Media Logic USA, LLC. 6

THE LOWEST-RANKED PRODUCT-LEVEL STATEMENTS

KEY TAKEAWAY:

Cost is very important to the Medicare audience. If you have a product with a cost advantage, find a way to highlight it to attract seniors.

Using wellness rewards and large network statements on direct mail envelopes did not rank as well as cost-based statements in this survey. Based on our Health Plan Preferences Report, we’re not surprised that wellness messages fell short. On the other hand, with the surge in narrow network plans we believe large local networks will become increasingly important to many consumers.

WELLNESS LARGE NETWORK

© 2016 Competiscan, LLC & Media Logic USA, LLC. 7

} Allows me to do my own research and compare plans

} Want to review material at my own pace & convenience

} Good incentive – get paid for something I’d need to investigate anyway

} Payment for my time

} More comfortable in my own home

} Easiest to do

THE HIGHEST-RANKED CALLS-TO-ACTION

FREE PLAN COMPARISON BROCHURE $15 GIFT CARD FREE VIRTUAL WORKSHOP ONLINE

Respondents’ feedback: Respondents’ feedback: Respondents’ feedback:

© 2016 Competiscan, LLC & Media Logic USA, LLC. 8

THE LOWEST-RANKED CALLS-TO-ACTION

Although these were the lowest ranked calls-to-action, the respondents that wanted to speak with a person for advice/assistance preferred them.

KEY TAKEAWAY:

In general, people like to do their own research at their own pace and convenience. However, plans must also be prepared to serve the needs of those who want advice and assistance.

CALL FOR EXPERT ADVICE STOP BY OUR NEW INFORMATION CENTER FREE WORKSHOP

© 2016 Competiscan, LLC & Media Logic USA, LLC. 9

THE HIGHEST-RANKED OFFERS

Respondents that preferred these statements provided feedback like:

} Most likely to be used

} Flexibility – can be used anywhere

} Enjoy shopping on Amazon

} Most practical – immediately useful

VISA GIFT CARD AMAZON GIFT CARD GAS CARD

© 2016 Competiscan, LLC & Media Logic USA, LLC. 10

THE LOWEST-RANKED OFFERS

KEY TAKEAWAY:

No surprise – people like receiving money as much as they like lower costs.

While a small percentage of people enjoy new tote bags and water bottles, it’s clear that they are not seen as useful or practical as offers that help them save money.

WATER BOTTLE TOTE BAG

© 2016 Competiscan, LLC & Media Logic USA, LLC. 11

IMPLICATIONSAs with envelope and letter designs (Part 1 of this study), there is no single message that will appeal to every senior due to their diverse needs, wants and motivations. That being said, there are some universal truths: people want low costs, choice and to engage with a brand on their terms.

Consider the following as you craft your messaging:

} Segment and profile segments in order to customize messaging – activate motivational triggers

} Use a multi-touch cadence to deliver varied messages and calls-to-action, knowing individuals will only respond to the touch point most appealing to them

} Leverage messages that resonate with consumers and help support your overall brand positioning

} Approach messaging on direct mail envelopes and self-mailers with a unique mindset – highlight your plan’s most unique advantages that are meaningful to this audience in order to inspire action

© 2016 Competiscan, LLC & Media Logic USA, LLC. 12

ABOUT MEDIA LOGIC

ABOUT COMPETISCAN

Media Logic is a national leader in health care marketing – providing strategic, breakthrough solutions that drive business. Media Logic offers deep experience in branding and lead generation, and is expert at turning research and segmentation data into actionable plans. Leveraging more than two decades of health plan marketing knowledge, Media Logic understands the nuances of group, Medicare and individual exchange prospects. From traditional ad campaigns to retention efforts to content marketing, everything Media Logic does is focused on generating results for clients… giving them an edge in a competitive, constantly changing environment.

Visit www.medialogic.com for more information.

Founded in 2006, Competiscan provides its valued clients insights into the direct marketing strategies of competitors. Competiscan and its powerful web-based search utility monitors direct mail, email, mobile, online banners, print and social networking communications targeted at consumers, businesses, financial advisors, insurance producers and providers over time. As the market leader, Competiscan’s clients are better informed, leading to more effective communications and marketing with the ultimate goal of staying ahead of the competition.

Visit www.competiscan.com for more information.

© 2016 Competiscan, LLC & Media Logic USA, LLC. 13

If you have any questions about this report or any of the topics covered, contact:

Richard Goldman CEO & Founder Competiscan

312.546.3489 [email protected]

Jim McDonald Director of Business Development Media Logic

866.353.3011 [email protected]

Learn more about Media Logic at medialogic.com and subscribe to its health care marketing newsletter at medialogic.com/signup

Learn more about Competiscan at competiscan.com