Priority segments identified for marketing budget reallocation
Growth in member acquisition (3x industry average)
Reduction in acquisition costs across telephone and agency channels
A national health plan wanted to acquire a larger share of the Medicare Advantage market while decreasing its per member per month (PMPM) costs.
Research: ZS conducted a quantitative survey among a nationwide pool of more than 6,000 older adults.
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 enabled call center agents to identify 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.
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.
Growth: The client achieved enrollment growth that outpaced competitors through effective acquisition efforts driven by better customer experience.