Blog - Insurance & Wealth Management

The amount of data available to health insurance marketers now means that people-based marketing has arrived. Here's an overview of what will separate the brands able to capitalize on this transition from those that won't.

People-based marketing uses data to drive decisions on a personal level. What does that mean for health insurance marketers? Learn more in our video.

You’ve done your homework: performed data analytics on last year’s campaign to identify what works and what doesn’t; explored the market to identify new media and new targeting technology to make the next campaign more effective; planned your budget with careful attention to marketing mix and spend allocation by channel for the optimal go-to-market strategy; and you have the most responsive creative to attract interest, convert leads, and ultimately enroll new members. Now what?

It’s the combination of the infrastructure, the ability to collect data across all channels and then the ability to be able to harness that data to drive insights and create messaging at a personal one-to-one level is really what’s creating competitive advantage for these organizations.

One of the things we learned last year from their research was the difference among the switcher population vs. the millennial population vs. the older population, and what their behaviors and attitudes were and what drove their decisions. I don’t expect to find new information in the '16 study, but what we do expect to see is how has the population evolved.

I think the biggest thing that we saw in the last open enrollment period was the embracing of digital channels including email as an acquisition driver.

This month's financial services report includes a new section on insurance, Interest Rate Overnight Averages, and much more.

Whether addressable marketing is a major part of your strategy today or not, in the future it will be. Here's how to start talking about it in the right way.