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Expertise > Specialist
Services > Direct Marketing
Direct Marketing
As the consumer becomes more and more powerful, the ability to
relate to the consumer (and ultimately convince the consumer to
commit to a product or service) has become recognized as a key
component of every insurance system. The techniques and
tools of direct marketing play a key role here. (See, for
example, Ian Duncan’s paper: “Successful Disease Management is
99% execution and 1% clinical”.) Our specialized
expertise and experience in direct marketing and campaign management
can be applied to any insurance client situation. These
specialized tools and techniques include:
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Data management
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Any direct marketing initiative requires good data
organization and timely access.
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Campaign Design
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Target consumers for offers, follow-up
and other activities based on contact data and consumer
actions.
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Designing and executing a
successful campaign.
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Defining and implementing the rules
that associate follow-up actions with targeted consumers.
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Targeting consumers; data mining
for key buying characteristics.
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Choosing a vendor.
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Campaign Management
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Executing a successful campaign
- Planning the campaign.
- Automation.
- Data analysis.
- When to change a campaign that is not performing
according to plan.
- Campaign management software and vendors.
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Insurance product design
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The type of product that will succeed in
a direct marketed environment is different than that which
succeeds in a traditional channel.
- Product design
- Pricing
- Key assumptions (response rates, conversions, sales,
persistency, mortality, etc.)
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