Insight into OE15 and OE16 Marketing Strategies

What worked, what didn’t, and how to apply it to OE17

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. On the retention side, using many of those same channels and understanding “how can I find a member online?” and deliver a personalized message to that member to increase retention, to increase engagement, and experience. On the acquisition front, is the ability to track individuals through the sales funnel; so as they were hand raisers and didn’t necessarily give personally identifiable information (PII) but then came back to visit the website; so the ability to understand across devices who individuals are and link those interactions together and then drive messaging to increase the likelihood of enrollment was a big differentiator that was saw this year.

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