Senior woman with caregiver sitting outside
Senior woman with caregiver sitting outside
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Tailored customer experience drives Medicare Advantage enrollment
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Health Plans
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Impact by the numbers
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Priority segments identified for marketing budget reallocation
30%
Growth in member acquisition (3x industry average)
5%+
Reduction in acquisition costs across telephone and agency channels
The challenge
Seeking a competitive advantage, a national health plan partnered with ZS to conduct comprehensive market research and restructure its sales experience. The health plan aimed to acquire a larger share of the Medicare Advantage market while decreasing its per member per month (PMPM) costs.
The solution
- Research: ZS conducted a quantitative survey among a nationwide pool of more than 6,000 older adults in the U.S.
- Segmentation and mapping: ZS identified five distinct consumer segments and worked with the client to target the highest-priority segments. The team also mapped segment journeys and key attributes.
- Education: ZS and the client facilitated collaborative workshops that helped call center agents identify each of the consumer segments. The client leveraged newly developed resources including customized scripts, digital journeys and other marketing materials tailored to provide a better experience to each priority customer segment.
The impact
- Customization: The client was able to tailor the web and call center experiences for potential members by applying segment-specific messaging.
- Projection: ZS developed an algorithm that allowed the client to assign segments to its prospect database of over 15 million older adults in the U.S.
- Growth: The client achieved enrollment growth that outpaced competitors through effective acquisition efforts driven by better customer experiences.