Among the escalating changes brought on by managed care, one of the most significant for healthcare marketers is reaching the relatively new audience of large employee or association groups. These organization are are hard-pressed to provide good, affordable healthcare.
Competition is fierce, especially since health plans have kept premiums flat, increasing costs only 1.2 percent, according to KPMG Peat Marwick, a New York-based consulting firm.
To achieve brand distinction, marketers must win share of mind from an increasingly educated employee who has a choice of plan types and providers. In the past, once benefits executives were sold on a plan, the marketer's job was done.
Now, the promotional effort must involve aggressive brand marketing during a company's open enrollment period, crafting strategic cost/benefit comparisons and developing targeted communications for specific corporate cultures, according to Jay Klitsch, senior VP of managed care marketing at DiMark, a healthcare and insurance marketing firm in Langhorne, Pa.
Here, he provides a comprehensive list of marketing do's and don'ts that identify where to focus marketing/pr initiatives.
Marketing Dos:
- Make liberal use of the affiliated company's (or group's) logo on collateral. This will add to your credibility by creating an assumed endorsement by the managed care organization.
- Acknowledge the affinity with the group by making each person feel that he/she is benefiting from being a part of a larger whole. Use phrases such as "Because you are a member of _________" and "Available only to members of __________."
- Use appropriate comparisons when possible. Cost and benefit comparisons among insurance programs - when favorable - are very effective in convincing prospects to choose your plan over another. It is not necessary, however, to compare every feature or all pricing in promotional literature.
- Use a "lift note," when possible, from a representative of the company or association. Lift notes are small "personal notes" included in mailing kits that welcome members to the plan. Again, this can add to credibility.
- Know the demographics of your audience, and where possible, match your creative efforts accordingly. With older groups, for example, use larger type and strong colors.
- Consider the corporate culture. Financial organizations may have a more conservative culture, which should influence the tone and style of your marketing pieces.
Marketing Don'ts:
- Don't assume that your audience is naive. In fact, large groups often are more sophisticated than consumers in general and are becoming more knowledgeable as they go through multiple open enrollments, attend company-sponsored seminars, etc.
- Don't ignore your current members during open enrollment. Assume renewal in your copy but use this opportunity to cross-sell and up-sell. Promote additional benefits, using phrases like "New" and "Better than ever."
- Don't mislead or confuse your prospects. Make sure your message makes sense and your offer is clear.
Worksite Wellness
Employers are finding that wellness programs build healthy employee morale and contribute to a leaner bottom line.
Seven of ten wellness professionals surveyed by the Wellness Program Management Advisor, a monthly management newsletter, said that implementing wellness programs improves employee morale. And 22% found that these programs decreased their organization's healthcare costs, some by more than 30%.
These efforts don't have to break the bank. Only 2 percent of those surveyed saw an increase in costs. And employees who participate in worksite initiatives have better attitudes, are more loyal and productive. According to the survey, 47.5% saw a decline in absenteeism.
Initiatives that get the best employee-support and return on investment include efforts that educate employees on their healthcare status, including:
- Health screenings, which have the greatest affect on worksite health costs, according to 38% of the respondents;
- Nutrition (24%);
- High blood pressure (24%); and
- Stress management (21%).
(Wellness Program Management Advisor, 732/292-1100)
Jay Klitsch can be reached at 800/543-2212.