Regional Health Insurer
Used Motista’s intelligence to grow Medicare and Individual businesses.
A regional health insurer used Predictive Intelligence on Motivations™ to acquire, engage and retain members, leading to gains in premium revenue and profitability.
CHALLENGE
This regional health insurer faced stalled enrollment and rising health delivery costs. The firm’s Medicare business had lost its #1 market share position amid slower acquisition of age-in members. In parallel, the Individual business had slowed due to competition. The firm’s investments in plan alternatives and digital experiences had become costs-of-entry.
SOLUTION
Using Motista, the health insurer identified each of its members by Emotional Predisposition - one’s likelihood to connect to the brand. Emotionally Predisposed members - both Medicare and Individual members - were validated as having higher retention rates and recommending the brand more often.
In addition, a member’s Emotional Predisposition was correlated with key wellness behaviors. As examples, Emotionally Predisposed members were more likely to complete annual physicals, finish prescription medications and engage in healthy eating and exercise behaviors. A member’s Emotional Predisposition made one more likely to be positively influenced by the health insurance brand. (This has led to healthier member behaviors, the best outcome of all.)
Motista next provided the motivations predicting member behaviors at each stage of the journey. These were the brand’s customized Predictive Motivations™: The precise motivations predicting members to consider and enroll, engage with the brand, use plan features, remain loyal, and engage in healthy behaviors.
Finally, Motista delivered activation recommendations to the member experience and marketing teams, accelerating time-to-market.
ACTIVATION
To begin, each member was scored for Emotional Predisposition within the member database.
Next, the brand used the Predictive Motivations to develop experience and marketing touch points that would build the strongest connections with members.
The brand’s digital properties for Medicare and Individual members were evolved - including features, messaging, content and design - based on the Predictive Motivations.
Engagement communications - including email and social media - were redesigned to leverage the specific Predictive Motivations driving retention, advocacy and healthy behaviors. Annual enrollment campaigns - including direct marketing and advertising - were informed by the intelligence as well.
In parallel, the health insurer used Motista’s intelligence about the motivations of healthy behaviors to evolve personalized communications for chronic members.
Using Predictive Intelligence on Motivations, the brand achieved gains in member behaviors, leading to revenue and profit growth.
RESULTS
In its Medicare business, the health insurer grew members by 7%, reclaiming the #1 market share position in its region. Likewise, the firm grew Individual members by 9%. Growth in these two lines helped expand margins.
At the member level, ongoing digital engagement increased 24-36% across Medicare and Individual members. These gains were achieved amid flat marketing budgets, boosting ROI.
Finally, key member wellness behaviors grew 10-23%. The health insurer gained a new, predictive lever - Member Emotions - to help people live healthier lives.