Session ID: 
252

Engage Consumers and Build Loyalty with Data-Driven Marketing

1:00pm - 2:00pm Thursday, February 14
Orlando - Orange County Convention Center
W311A

Description

Renown Health and its insurance subsidiary Hometown Health needed to reach the Medicare consumer population and targeted the 65+ segment with marketing programs that recognized that today’s seniors differ significantly from generations past. For one thing, they are pretty tech-savvy. Renown Health developed a three-part data-driven marketing strategy to: 1) identify which seniors are high-value prospects, 2) develop a value proposition appealing to these consumers, and 3) promote that value proposition to attract and engage them as customers. This session explores how Renown Health developed and launched this senior consumer microtargeting initiative. Using insights gained from consumer data and analytics, combined with tech-inclusive outreach tactics, the organization increased enrollment in Hometown Health by 12 percent and Medicare products by 7 percent, and is now better equipped to support its various evolving loyalty and consumer-driven programs.

Learning Objectives: 

  • Create a micro-segment database of consumer prospects
  • Formulate consumer insights from sub-segment data
  • Identify leading practices for segment-specific consumer marketing and loyalty group engagement
  • Analyze the demographics of a consumer population at the zip code level to identify key trends
  • Develop a marketing plan to identify and reach target consumer populations

Speaker(s): 

Vice President and Chief Marketing Officer,
Renown Health
Senior Principal, Customer Engagement,
Accenture

Audience: 

CIO, CTO
C-Suite
IT Professional

Level: 

Intermediate