Member Acquisition Case Study: Growing Membership Through Predictive Modeling for a Health Insurance Company
Before adding intelligence to its direct mail efforts, AvMed Health Plans was just as likely to solicit a senior couple away on a river cruise as one firmly parked on the couch, so ensconced in game shows that they didn’t notice when the mail arrived.
But when Winston Lonsdale, AvMed vice president and chief Medicare executive, needed to significantly increase membership, he decided the spray-and-pray tactic had to go. During the fall of 2008, AvMed hired Hingham, Mass.-based database marketing services agency Intellidyn to increase response rates and lower member acquisition costs for its Medicare plans.
