Challenge:
Find a better way to manage marketing messages reaching high-value
prospects within Aetna's Group business through the commercial
sales channel - via a sales force that does not want to relinquish
control of customer lists.
Aetna needed an online tool that would:
- Help the commercial sales force drive first-sale activity/appointments with plan sponsors, C-suite executives and healthcare decision-makers.
- Allow marketing to provide approved messages to sales that can be linked to the sales pipeline.
- Make it easy to track results to specific efforts.
Strategy:
We developed a personalized, customizable online tool that meets
both parties' needs. Aetna's email delivery system allows sales to
create proactive, customized messages to their sponsor list. The
simple process includes:
- A log-in which enables each sales representative to customize messaging.
- The single sign-on capability allows sales to select the most appropriate email series for each customer. The sign-on process helps them define the messaging by objective.
- The system generates templated emails customized with the sales person's contact details, which then drives the sponsor to an interactive website for more information.
- The website offers different needs-based paths for the sponsor to explore, providing statistics and tips along the way. Sites are customized with sales contact detail and ability to request an appointment.
- Along any given path, the messaging progresses according to individual customer needs.
Winning Results:
The email delivery system was integrated into an entire campaign
aimed at Retiree and Government/Public Sectors. Based on the
positive feedback of these two initiatives, this tool was again
leveraged by the field sales representatives from the Aetna
Medicare Individual business.
Results for the Aetna Medicare Individual business alone showed
that sales sent 1,160 new member kits/applications through the
email delivery system, which in turn converted to 200 new
members.
