How Healthways Got Its Multichannel Marketing

In Shape

Who We Are

Healthways

• Largest independent global provider of well-being improvement solutions

• Uses science of behavior change to produce and measure positive change in well-being

• Provide highly specific, personalized support to reduce health-related costs.

• Proprietary technology infrastructure/delivery capabilities

• Serve 40 million people on four continents

IWCO Direct

• End-to-end provider of direct marketing solutions

• Data-driven acquisition, loyalty, and engagement programs

• Largest direct mailer in U.S. and Canada*

• Multi-channel capabilities

• Industry-leading postal strategy

• More than 4 billion pieces mailed annually

*Printing Impressions, December 2011

Consumer Preferences*

• Shift in consumer preferences from physical to digital – when communicating with friends and family*

• Demand for digital is mixed for health communications– 40% prefer multi-channel solution– 46% prefer “just mail”– Small percentage prefer Internet-only communications

• Channel preferences driven by variety of factors– Privacy/HIPAA– Previously established record-keeping habits– Need to get information to household manager of health information

*2012 ExactTarget Channel Preference Survey; Pitney Bowes: The Rx for Health Insurance Communications

Engaging Consumers*

• Simple, easy-to understand language• Frequency of communication• Awareness of choices• Easy-to-find contact information• Ways to save money• Ways to improve health of family• Ways to improve appearance/health• Other

* Pitney Bowes: The Rx for Health Insurance Communications

Health and Wellness*

• 60% indicate provider offers healthy living and/or wellness information

• 50% report taking advantage of healthy living/wellness information• Significant cost benefit to helping consumers stay healthier• 42% of 18-to-24 year olds not aware of healthy living/wellness

information

* Pitney Bowes: The Rx for Health Insurance Communications

Effective Messaging*

• Relevant, topical, inviting message on outer envelopes and email subject lines

• Color• Variable data for targeted messaging• QR codes• Trigger mail

* Pitney Bowes: The Rx for Health Insurance Communications

The Start of The Healthways Story

Case StudySituation

– Member program needed solution for high volume and multiple versions– High level of complexity from number of touch-points, plans and employer clients– Highly sensitive data requires robust data security, physical security, and

reporting– Inconsistent use of brand, design, and color – no personalization– Mailed First-Class

Solution– Variable package configuration to support personalization for multiple clients– Highly sophisticated package level integrity controls utilized throughout

production cycle– Package redesign gave engaging/consistent look; reduced cost to produce

Results– Automated workflow and print on demand reduced need to maintain inventory– Product development initiative provided alternate configuration and dramatic

decrease in postage rates

Product Redesign

Redesign

Previous

Automated System

Automated System

Moving to Multichannel

Multichannel Synergy

• Manage digital assets with dynamic content tools to drive content through multiple channels – Print and mail– Email– Mobile Messaging

Email Campaigns

• Partner with best in class delivery partner– Zero downtime guarantee; email will be delivered

• Easily insert images, text, links, and personalization

• Support of SMS text delivery through same workflow

• Scheduled or real-time delivery

• Redundant image hosting

• Black list management – assures high rate of delivery

• Online access to all campaign data / statistics– Delivery, bounce-back, open, forward, and click-through

Email Program – Vitality City

Silver Sneakers

• Initial Member Engagement Touchpoint (IMET)

– 400+ unique versions

– Digitally printed with encoded card

– Rollout: 3MM+ pieces

– Ongoing: weekly file for new eligibles, replacements

– Driving members to the gym

– Healthy, Happy and Socializing!

IMET Production Workflow

1. Mailers printed on roll-to-roll digital press – 285 versions

2. Preprinted cards encoded on DOD UV inkjet

3. Cards match-affixed with Kirk-Rudy Wave Jet dual camera system

4. Mailer/Card folded and glued on Iron-Cross bindery

5. Mailers sent to commingle for final mail processing

6. Shipped to SCFs/BMCs across the U.S.

Mobile Messaging

• Deploy reminders and updates to palm of member’s hand– Improve compliance through opt-in mobile reminder programs– Generate wellness messages (e.g., healthy recipe of the day,

exercise tips, etc.)– Seasonally adjust message, look, and feel– Add message distribution channel for nurses

and clinicians

Don’t forget! Take your new Rx with food to avoid

stomach upset

Results

•Profile• Initial• Final

Success Measurements:

Cycle Time Reduction: 2 days average (with commingle 4)Cost Savings:

Year 1: 26%Year 2: 14.5%

Increased member engagementMaintained low error or issue rate: .00221%