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.
more...
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.
