Medicare Marketing Innovations Conference

Transcription

1 Medicare Marketing Innovations Conference San Diego, CA July 9, 10, 11,

2 Medicare Marketing Innovations Conference Web-Based Membership Marketing Solutions Presented by Jim Pugliese, Chief Development Officer, HealthPlanOne Ryan McClintock, Insurance Vertical Director, Leads360, LLC 2

3 Today s Presentation Seniors and the Internet Online Medicare Marketing Activity The Changing Marketing Mix Internet Lead Conversion Rates Industry Best Practices 3

4 Industry Profile Medicare-related Internet searches by seniors estimated at over 100 million in 2012 Internet-based Medicare leads generated in 2012 estimated at over 5 million 4

5 Seniors Web Adoption As of April 2012, 53% of American adults age 65 and older use the internet or As of February 2012, one third (34%) of internet users age 65 and older use social networking sites such as Facebook, and 18% do so on a typical day 10,000 Americans turning 65 every day! 5

6 Web Lead Generation Keyword Search: Google, Bing, MSN, other Paid Search Organic Search Consumers click on sites that interest them. Complete demographic and contact information Agree to Consent to Call Lead delivery 6

7 Internet Lead Metrics Rules of Thumb Total leads received: By Zip Code, County, State or Market Area Prospect Contact Rate: 50% to 60% Appointments Set: As a percentage of Total Leads Received (Target is 30% appointments) Sales Conversion Rate: Convert 40% of appointments into Sales, for an overall 12% Conversion Rate Acquisition Cost of New Member A 10% conversion rate: $30 per lead = $300 New Member Acquisition Cost A 20% conversion rate: $30 per lead = $150 New Member Acquisition Cost 7

8 Marketing to Seniors - Media Mix 1980 to 2005: Direct Mail, Radio, Cable TV, Print, Event Marketing 2005 to 2012: Internet Marketing SEO: Search Engine Optimization Keyword ranking optimization SEM: Search Engine Marketing Internet marketing strategy Social Media Media Mix 2012 Direct Mail Radio Cable TV Print Internet Event Marketing 8

9 Annual Enrollment Period (AEP) AEP runs from October 15 to December 7 Internet Lead Volume increases SIX TO EIGHT TIMES during AEP Conversion Rates average OVER 20% during AEP MOST CARRIERS ARE NOT PREPARED FOR THE INCREASED LEAD VOLUME DURING AEP IMPLEMENT YOUR LEAD PURCHASING AND MANAGEMENT PROGRAM EARLY!! 9

10 Call Centers for Sales and Marketing Leverage Inbound Calls Direct Mail Campaigns Telephonic Enrollment with Brokerage Call Centers Outbound Calls Web lead qualification Leverage your Sales Team during AEP Generate Incremental Membership CMS COMPLIANT CALL-CENTERS CAN ADD 10% INCREMENTAL MEMBERSHIP DURING AEP USE THEM! 10

11 Industry Best Practices Begin your Internet lead programs during Lock-In, not AEP Purchase Exclusive/Non-shared Leads vs. Shared Leads Start with a controlled Test Program of 200 leads Use Two-Tiered outbound call model Call Screeners redirect prospects to Licensed Agents Utilize a robust Lead Management System Track and Measure using Industry Metrics 11

12 Industry Best Practices for Lead Conversion

13 CRM vs. LMS CRM/AMS LMS vs. Do everything fairly well Do one thing very well 7/13/2012 Smart Software That Sells. 13

14 3 Key Drivers of Lead Conversion 7/13/2012 Smart Software That Sells. 14

15 LMS Speed Process Persistence 7/13/2012 Smart Software That Sells. 15

16 First Key Driver A lead contacted within 5 minutes converts 22 times more often than one contacted after 30 minutes. -MIT/ Kellog Study 7/13/2012 Smart Software That Sells. 16

17 <5 min = 22x more likely to convert 7/13/2012 Smart Software That Sells. 17

18 Second Key Driver Lead conversion is determined 57% by lead quality and 43% by sales process LEADS360 Research 7/13/2012 Smart Software That Sells. 18

19 918% increase in ROI with Nurturing 7/13/2012 Smart Software That Sells. 19

20 Third Key Driver For contactable leads, an agent has a 93% chance of making contact after 6 attempts versus 39% on the first attempt. LEADS360 Research 7/13/2012 Smart Software That Sells. 20

21 93% of leads contacted within 6 calls 7/13/2012 Smart Software That Sells. 21

22 How? 7/13/2012 Smart Software That Sells. 22

23 Contact Information Jim Pugliese, Chief Development Officer HealthPlanOne 1000 Bridgeport Avenue, 4 th Floor Shelton, CT [email protected] T Ryan McClintock, Insurance Vertical Director Leads North Sepulveda Blvd. El Segundo, CA [email protected] 23