By Lindsay Resnick on
3/22/2012 10:00 AM
The Affordable Care Act is putting consumers at the center of healthcare’s transformation. Many call it the retailization of American healthcare. Health plans must connect with constituents, engage their audiences and build relationships. Creating a framework for engagement is a key to acquiring and retaining customers, optimizing relationships, and reducing inefficiencies. A customer engagement culture puts consumers at the center of everything an organization does, allowing it to deliver on the promise of individual relevance and value. Early adopters can differentiate themselves from competitors and anchor their brand value in the minds of healthcare consumers.
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By Lindsay Resnick on
3/21/2012 9:03 AM
Business-to-consumer health insurance selling is challenging to even the best sales organizations. Today’s market dynamics mean that health plans looking for organic growth must start with an ability to generate qualified, actionable leads…and then close the sale. The more you know about prospects, the more prospects you can turn into qualified leads. Whether online, direct mail, local TV, or community grassroots, direct response lead generation should generate immediate consumer response. High performance business-to-consumer selling converts shoppers into qualified leads which sales coverts into revenue.
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By Lindsay Resnick on
1/16/2012 8:04 AM
Strategy is about the futurity of today’s decisions. For health plans, healthcare reform means an uncertain future. In order to design a sustainable business roadmap, Plans need to create “manageable uncertainty”, an ability to see what your enterprise is going to be like tomorrow. This begins by asking and answering tough questions by health care marketers around brand positioning, customer segmentation, prospect acquisition, member retention and mutli-channel marketing.
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By Lindsay Resnick on
12/12/2011 10:16 AM
Two great articles on healthcare reform readiness and what seniors really think about Medicare based on their conversations on the social media front.
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By Lindsay Resnick on
10/13/2011 6:17 AM
Is direct marketing in yet another stage of evolution? According to an industry titan, we’re moving into the era of personal advertising. Combine the treasure trove of individualized data with the tentacles of social media engagement, and yes, it has gotten personal. Dialogues between companies and consumers are reshaping everything from brand equity to lead nurturing to sales channel mix.
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By Lindsay Resnick on
9/7/2011 8:31 AM
Going head-to-head with competitors means knowing your competition. Overtaking competitors requires an ability to evaluate their best practices, understand vulnerabilities and learn from their strategies.
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By Lindsay Resnick on
8/8/2011 8:29 AM
Medicare open enrollment is upon us. Whether first-time buyers or switchers from one plan to another, seniors will be shopping. From regional health plans to national mega-players, competition has never been greater—hundreds of plan sponsors competing for thousands enrollments.
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By Lindsay Resnick on
6/8/2011 12:40 PM
In an environment of product parity and commoditization, your brand may be your most precious corporate asset. If what your customers perceive, and know, about your brand corresponds with a positive UX, you will see preference and market share growth, ultimately followed by loyalty. Here's what you can do to build and nurture a strong brand.
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By Lindsay Resnick on
5/5/2011 8:46 AM
Regulatory pressure, reduced payments, shifting consumer demographics, and stakeholder expectations for sustainable, profitable growth – all complicating factors in Medicare marketing today, and seemingly working against each other in your efforts to achieve high performance for your organization, as well as high quality care delivery.
Here are our Top Ten Medicare Marketing Tips that can help sharpen your approach to getting a fair-share of the market.
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By Lindsay Resnick on
4/25/2011 9:40 AM
The individual health insurance market has reached a defining moment. Bolstered by health care reform’s move to a direct-to-consumer health insurance market, many other factors are also lining-up: demographic, economic and workforce trends all point to a huge market opportunity.
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