Boosting Member Engagement with Integrated Print and Digital
What makes health insurance different is that this may involve engaging an audience of diverse needs and preferences. The need to rise above the noise and meaningfully connect with members requires an integrated marketing strategy that uses the ultimate in print and digital. By using the best of both channels, health insurers can optimize their reach, better personalize their communications, and, in turn, drive increased engagement across the board.
Benefits of an Integrated Print and Digital Strategy
1. Reaching Members Across Multiple Touchpoints
In today’s multi-channel world, one touch just isn’t enough. The integrated approach wraps your members in your message-both in physical and digital channels of choice. Maybe a member receives a direct mail piece that introduces a new health plan, and then sees an email or social media ad reinforcing that message. The multi-touch strategy elevates the chances of engagement and action.
2. Greater Opportunities for Personalization:
In integrating print and digital marketing, the personalization deepens further. Addressing members by name in the direct mail pieces, offering customized plan options, and including targeted messaging based on demographic data-the list of creating personalized communications goes on and on. Meanwhile, the amplification could come via retargeting ads, dynamic email content, or landing pages that are tailored based on how a member interacted with the mailed piece. All these together create a seamless, relevant experience.
Practical Means of Integrating Print and Digital
1. Direct Mail with QR Codes for Digital Plan Details
While direct mail may be one of the strongest ways to grab attention, it can also act as a bridge to digital experiences. Place QR codes on the mailers, and health insurers can send members directly to plan details, cost calculators, or enrollment portals. Quick, easy access by QR code is how members can go from physical to digital with greater accessibility and interaction.
2. Complementing Physical Mailings with Email Campaigns
Timing, perhaps, is everything when trying to mesh print and digital campaigns. Following up an email a few days after the mail piece would have arrived tends to reinforce the message and encourages engagement. Emails can contain links to resources or reminders for taking advantage of limited-time offers presented in the mail.
3. Retargeting with Digital Ads Based on Mail Engagement
Track the interactions with your direct mail campaigns through unique promo codes or PURLs. Retarget the members who interact with these elements through digital ads for a cohesive journey. For example, a member who visited a landing page from a mailer could later be served display ads reminding them to complete their enrollment.
Key Considerations for Integrated Campaigns
1. Ensuring Consistency in Messaging and Branding
Consistency will build trust and recognition. Make sure design elements, tone, and messaging are consistent across all your print and digital pieces. For example, a mailer’s font, color, and imagery should also be replicated in the emails or digital advertising that complement it. This helps to further brand your identity and connect the dots on behalf of your members across various channels.
2. Measuring Cross-Channel Performance with Analytics
Effective integration is driven by data. Utilize tools like Google Analytics, CRM platforms, and campaign tracking software to track member interaction across channels. Metrics such as QR code scans, email open rates, and retargeting ad clicks can provide insight into what works and what needs tweaking.
Case Studies: Success Stories in Integration
Case Study 1: Growing Enrollment with Coordinated Campaigns
A regional health insurer aimed to improve enrollment during the open enrollment period. It all started with a customized direct mailer that outlined the plan options and included a QR code linked to a custom enrollment portal. Only weeks from the drop of the mailer, an email campaign was launched to echo the message with additional information. This resulted in a 25% increase in enrollment compared to the prior year, driven by the synergy between print and digital touchpoints.
Case Study 2: Driving Engagement through Personalised Mail and Digital Reminders
A national health insurance provider wanted to engage non-active members. They mailed targeted direct mail pieces with personalized recommendations for wellness programs, based on member data. Each of the mailers included a PURL for which members could learn more and enroll. Digital ads then re-targeted members who visited the PURL but didn’t enroll immediately. The integrated approach leads to a 40% increase in member engagement with the wellness program.
Print and digital together create a synergistic balance that will help health insurers connect with their members on many levels. Print brings tangibility and trust, while digital offers immediacy and interactivity. Together, they forge one cohesive strategy for driving awareness, engagement, and action.
Ready to take member outreach to the next level? Contact us today to develop integrated marketing campaigns that effectively marry print and digital to deliver results.