As we wrap up the first phase of the second Open Enrollment Period, one thing stands clear: the purchasing of individual health insurance will continue to be a complicated consumer buying experience that involves multiple (potential) touchpoints and channels with payers and federal/state marketplaces.
In the first open enrollment period, there were over 98.3 million visits to federal or state-based marketplace websites along with 33.3 million calls to state or federal call centers.1 The majority of consumer impressions (44%) were shaped and driven by media channels.2 Consumers indicated that they preferred email, online content, and direct mail to learn about health insurance plans.3
These trends and consumers’ willingness to engage with multiple channels place healthcare marketers in a great situation. Leveraging baseline data and insights from the 2014 Open Enrollment and Special Election Periods will improve targeting and conversion, but there must be a focus on both context and content.
Delivering The Experience
Addressable experiences are targeted, personalized customer experiences delivered through precision media and technology. To deliver these experiences, healthcare marketers must increase their understanding of user context, develop multiple variations of content, and ultimately connect it all together.
Context is everything that we can know about the consumer. A complete view of the consumer must take into consideration their situation and location (both physical and digital), identity, segment, stage in the marketing funnel, and their behaviors and motivations along with their overall value to the organization. Much of this context can be derived from your existing 1st party data and site analytics, but there is a wealth of additional data that can be leveraged via 3rd party audience platforms. You can continue to enrich a user’s context with information like interests, page likes, cross-device identity tracking, search locations, keywords, and more.
Addressable experiences don’t happen without content. They are the stories, advice, and the offers we make that are rich and differentiating and delivered within the context of the consumer. Most healthcare payers do not produce significant amounts of content, but addressability increases the need for content variety and rules-driven management. Marketers must be prepared with multiple versions of the right content, so they can target and deliver messages to consumers everywhere in the funnel. Those involved in the first Health Exchange Open Enrollment Period understand the importance of having content available and approved to address the ongoing ACA legislation and deadline changes.
Most importantly, marketers need to bring these two components together through media and channels. Connectivity represents how we integrate the targeting and tracking capabilities of these platforms to bring context and content together at right time, place, and through the right channel.
- ASPE.hhs.gov: Marketplace Open Enrollment Process by the Numbers
- Kaiser Family Foundation: Visualizing Health Policy: Public Opinion At The End of the First Open Enrollment Period
- Mintel Comperemedia, Q2 2014 Health Insurance Overview