As healthcare consumerism intensifies and digital engagement becomes the norm, health plans must change the way they market their plan offerings in Individual (state-based or Healthcare.gov exchanges that offer Affordable Care Act (ACA) plans) and Medicare markets. These consumers are increasingly indifferent to mass-mailings and cookie-cutter messaging, and expect plans to meet their personal needs and priorities. In response, savvy organizations are building the capacity to align the right plan offerings with the right digital marketing messages and the most effective omnichannel touch points.
This paper describes how health plans can leverage robust data and analytics to develop digital campaigns that optimize marketing performance. It also explores the importance of predictive models and precision messaging to increase conversion rates and reduce the cost of customer acquisition.