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Humana’s Acquisition team drives profitable sales growth through best-in-class, large scale direct mail and email campaigns. They make it easy for prospective members to access tools during their shopping phase to identify the best plan through multi-million-dollar nationwide marketing campaigns. The team supports marketing efforts by producing materials that solicit a response to enroll, while also nurturing streamlined production processes and relationships that benefit Humana.
The Acquisition team supports marketing by consulting on communication strategy and advising on available options with channels, capabilities, and requirements. They also identify opportunities to simplify, automate or consolidate campaigns. Their work resulted in 500 completed campaigns, 128 million direct mail pieces, 1,500 production proofs, and 3 new Salesforce Marketing Cloud (SFMC) journeys.
The team was tasked with several critical process and platform changes in 2023.They completed upskilling and onboarding of SFMC. SFMC is a Customer Relationship Management (CRM) platform that allows customer journeys across a variety of marketing channels. With CRM we orchestrate activities throughout the customer journey and across channels based on customer behavior. We trigger personalized messages in real time and reduce the number of systems and hand-offs to increase speed-to-market.
We also trained and onboarded Aprimo as our new project management tool. Aprimo drives consistency and speed across marketing processes. It supports the strategic planning, design, and execution of communications. Aprimo’s benefits include building a mechanism to create insights and data into how we work to drive continuous improvement of associate experience and output quality.
INDY is Humana’s Acquisition Marketing data platform. It’s a value driver, with 20 percent of new Medicare sales and 60 percent of Dental and Vision sales coming through it. At the end of 2022 our database partner sunsetted that portion of business, which presented the nearly impossible task of vetting, onboarding, and partnering with a new database vendor to onboard and build a new database this year. The Acquisition support team was integral in the planning stages of discovery sessions, identifying campaign and data requirements, and fully testing and onboarding INDY. The team successfully migrated the database to a new provider; this mission-critical work couldn’t have happened without their support.
With these changes, we focused on savings and efficiencies to ensure a smooth rollout of new processes and platforms. They streamlined and improved existing processes, eliminating over 2,000 annual labor hours. Through partnerships with print vendors Quad and USPS, they saved more than $2 million through postal promotions and streamlined campaigns. This is double the 2023 projections. In addition to these savings, they collected cost per piece savings from their production vendor of over $16,000 and partnered with USPS to save an additional $4,700.
They worked closely to support the Retail team to execute Humana’s largest direct mail and email campaign for the Annual Enrollment Period (AEP). There were 12 creatives and more than 20 million emails sent. With the volume of email deployed over such a short time, email hygiene and stringent targeting criteria were applied to ensure a successful campaign. They accomplished an exceptional delivery rate of 99.16% - a two percent increase from the previous five AEP campaigns.
New this year, we targeted previous Humana prescription drug plan (PDP) members in a way that identifies them as a previous PDP members with a compelling message and product benefits to attract them back to Humana. We attempted upselling to the Medicare Advantage Prescription Drug plan to “win back” former PDP members by motivating them to call and re-enroll. Our PDP win back creative conversion and net conversion is higher than the control.
A new test duals dynamic healthy options allowance direct mail package was sent nationally to prospective low-income individuals who are both Medicare and Medicaid eligible (DSNP). The goal was to stimulate interest in Humana DSNP plans, motivate the consumer to call, and drive new sales. Test results are beating the control across the board.
Nomination Title: Acquisition team
