Personalized Print Communications Helps Client Double
its Business
Executive Summary
Rastar client, Extend Health provides health care programs for customers
transitioning from the workforce to retirement. Among its markets, Extend Health
provides large company retiree plans and individual access plans. Enrolling new
customers into its program requires a personalized
communication plan that sets Extend Health apart from its competition. Rastar’s
on-demand, customizable digital print solution was implemented, generating the
level of personalized correspondence Extend Health needed to nearly double its
client base.
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Situation
As an insurance provider for the retired workforce, Extend Health was facing a
concern regarding the effectiveness of its printed communications. Without
personalized, consistent messaging, it unable to optimize its customer target
and maximize sales opportunities.
Extend Health was in search for a
solution to better personalize and enhance
the material sent to retirees detailing the transition of their health and dental
benefits. Most bulk printed mailers were too generic to cover the entire scope
of needed communication. Because many of its competitors also had similar
messages, Extend Health looked for ways to distinguish itself from a crowded
market and increase its market share.
Solution
Rastar worked with the client to build a program that compiled daily data for
individual customer targets to produce unique enrollment guides and personalized
print communications. For example, a customer-specific letter including a unique
URL and phone number for access would simplify the enrollment process and create
a higher level of interface with Extend
Health’s potential customer base. Rastar also implemented a confirmation letter
program that would generate several pieces of printed communications along the
enrollment process to enhance the experience of an Extend Health customer.
Results
By streamlining its communications process and enhancing brand messaging by
personalizing its materials to individual recipients, Extend Health has nearly
doubled in size. By leveraging a customizable digital print solution and
fulfillment process, the insurance company has been able to
uniquely identify ways to optimize each piece of communication accordingly. The
ability to produce print from Web-based requests has significantly personalized
and streamlined the process of producing new enrollments.