Your Guide to Marketing Health Insurance to Millennials

Let’s take a look at the convergence of one of today’s most dynamic industries and the largest consumer generation on earth—and see how health insurance marketers can effectively connect with millennials.

While millennials are well represented in our agency’s account and creative teams today, we started working with clients in healthcare, insurance, and health insurance back when most millennials were still in grade school. So while helping companies reach and engage primarily boomer audiences with health insurance offers, we watched the younger generation grow up and become healthcare consumers in their own right.

Like marketing professionals everywhere, we’ve had to continually develop new strategiesRead more


Is Your Website A Lead-Generation Powerhouse? Our 5-Point Checklist

Your website is an essential part of your lead generation strategy. Not only is it often the first stop along the customer journey, it’s also where conversions happen. And leads get generated everywhere in between! How can you be sure you’re website is working as hard as it can to deliver as many new leads as possible?

When our strategic and creative teams work with customers on website development—at the crossroads of lead generation, naturally—we come to the table with the following 5-point checklist. Consider these your guideposts for creating an up-to-date, lead-generating website:Read more


Q&A: What You Need to Know About the Facebook News Feed Change

Facebook has changed its news feed algorithm, and it’s raising questions for direct response marketers. Here, we set out to help you understand the changes and how they may impact your company’s channel strategy.Read more


How Marketing Research Can Strengthen your Direct Response Marketing

For years direct response marketers said the best research was gained through testing. Their thought process was, ”Let the customers and prospects tell us with their responses and purchases what is most effective.”

As direct mail creative development became more expensive and postage rose, direct marketers turned to marketing research to gain product, target audience, offer, and creative insights to zero in on the best tests—and the most profitable strategies.

Research can help you identify opportunities, solve specific challenges, and inform almost every decision across the marketing spectrum. Read on for a simple breakdown of the fundamentals of marketing research and uncover some best practices for applying them to your direct response marketing initiatives.
Read more


How Direct Response Marketing Can Keep Up With Customers’ Liquid Expectations

Customers compare their experiences with your brand to their experiences with Amazon, Disney, and Starbucks, even if you sell insurance, building supplies, or printing services. And you better believe these interactions are shaping their perceptions of your company—and they’re raising the bar for your direct response marketing efforts, too.

It’s Time to Widen Your Competitive Lens
Who’s setting the bar? Not your direct competitors. In fact, your competitors aren’t often who you think they are. Your competitors are also the brands that your customers engage with on a daily basis. That’s right, these include McDonald’s, Google, PetSmart, and Nike; the brands who pour billions of dollars into marketing research, product development, and advertising. And in the process, they’re redefining the customer experience and driving new consumer demands.

Accenture Interactive’s Fjord agency coined the term “liquid expectations” to describe when customer experiences seep over from one industry to an entirely different industry. For example, a customer might compare their easy-breezy coffee shop mobile ordering and checkout experience with their not-quite-as-simple online life insurance quoting and application process. They’re going to find the insurance company experience lacking. They’re going to feel dissatisfied, on some level, and think, “That should have been a whole lot easier!”

While this is clearly an apples-to-oranges comparison, it signals to insurance companies a need to prioritize the customer experience—an experience that’s getting easier everywhere else. It’s an opportunity to rise to consumers’ digital demands and improve the buyer journey, taking cues from how leading consumer brands are delighting their customers.Read more