COBRA: There are better choices

August 30, 2011 Leave a Comment

Direct Choice Inc. Senior Account Director Christine Wagner has developed a successful career in direct marketing, and in an effort to  continue to build her client base and expertise, she has begun using social media as a business tool.

COBRA. It is a scary word, not just because of the animal of the same name, but because of the connotation and synonyms that accompany the term for an individual in the world of health insurance.

The Consolidated Omnibus Budget Reconciliation Act (COBRA) requires most employers that offer group health plans to allow recently laid-off individuals to temporarily keep their coverage beyond their employment. Obviously, this is a tremendous assist for those dealing with the stress of recent unemployment. Too often though, an individual is so used to having their insurance through their company that they will remain on the plan through COBRA, despite the increase in cost.

For people that are on COBRA, it is highly recommended that they call their provider directly and discuss plan options. For example, if someone is on a “Cadillac” PPO Plan through their employer, but realizes it is like paying another mortgage, a simple phone call to discuss alternative plans could be available to you based on your PERSONAL situation. For example:

  • Do you have a family or is it just you?
  • Do you have medical conditions or are you a healthy individual who needs “just in case” coverage?

For insurers, these are the types of questions that they should be proactively posing to their COBRA members to help form a more direct relationship, learn more about their situation and make personalized recommendations. Additionally, insurance companies should develop a more structured workflow for contacting individuals that have recently lost their job due to the closing of a company because those people are NOT eligible for COBRA coverage (because the company’s Group Policy will have been dissolved). With Healthcare Reform nearing, it will be critical for insurers to have close, comfortable relationships with their member-base to prevent individuals from “jumping ship.”

As experts in healthcare marketing, we are doing our part to work with clients to develop strategies for communicating with those on COBRA.  We are currently testing a mailing for one BCBS client to individuals throughout their state that are on COBRA with to attempt to strengthen the relationship with residents.

Insurers need to understand who their COBRA membership is, communicate with them, let them know that they are there to support their health insurance needs. It should really be as simple a review of a database. With Health Care Reform around the corner, which will allow employers to discontinue insurance if they choose, having a healthy membership base who is comfortable with their plan will put insurance companies at a tremendous advantage for retaining business.

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Direct Choice Inc. is a full-service direct marketing agency that has worked with national and regional brands in a wide variety of vertical markets. In addition to this blog, you can also find us on Facebook, Twitter, YouTube and LinkedIn.

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Healthcare Reform: What does the term mean to you?

August 23, 2011 Leave a Comment

Direct Choice Inc. Senior Account Director Christine Wagner has developed a successful career in direct marketing, and in an effort to continue to build her client base and expertise, she has begun using social media as a business tool.

Healthcare Reform.

The mere combination of those two words can cause petitions to be developed and approval ratings to fluctuate, but is the term
misleading?

In general, most controversial debates about the healthcare reform issue centers around insurance (as opposed to topics like procedures and patient care), including the financial, network, accountability and administrative aspects. But, the idea that solving health insurance is all that is needed is too narrow, and I think the media loses sight of that. True healthcare reform needs to deliver quality care at an affordable price; paying doctors, hospitals and other facilities their fair share, without further deepening our national fiscal crisis.

That being said, we all know the world of health insurance could change with a big bang come 2014. At that point, carriers will not be able to turn away anyone who applies for coverage, nor will they be able to rate them at a level at which they couldn’t afford coverage. However, as the health insurance world continues to evolve, I have found that the biggest concerns and challenges my clients are facing are more in the short-term rather than looking down the road to 2014. They are thinking more about maintaining their current base of healthy members. Because I work primarily with Blue Cross Blue Shield organizations, there are a lot of National Carriers invading individual “Blues states”, undercutting their rates and looking to steal away their individual members. The Blues need to really ramp up their Customer Retention efforts and keep that healthy base of membership.

In this vein, as I am developing strategies for 2012, I am finding that a lot of my ideas are focused on campaigns based in brand building and targeting segments, in addition to proven marketing staples like direct mail. More and more, it is becoming necessary for consumers to be made aware of who they can trust and who has been there for them. Ideally, this would come with a social media component (which followers of my posts will note I am quickly becoming more comfortable in) to help increase the number of leads they can generate.

The Healthcare Reform mandates are nearing their implementation dates, but that doesn’t mean there aren’t hurdles to cross before then.

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Direct Choice Inc. is a full-service direct marketing agency that has worked with national and regional brands in a wide variety of vertical markets. In addition to this blog, you can also find us on Facebook, Twitter, YouTube and LinkedIn.

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A Local Pitch for Philadelphia

August 9, 2011 Leave a Comment

As many followers of our blog and our company know, our hometown is Philadelphia, and so every now and then we pause to savor a bit of what makes us unique. To wit, the mighty Philadelphia soft pretzel.

A staple in the stands at Phillies games, it never, ever tastes as good elsewhere. When friends and clients visit us, they always want two things: a real Philly cheese steak and an authentic soft pretzel. (Never did anything so soft constitute hard news.)

Purchased at the ballgame from a vendor who addresses you as “Yooze,” it is a testament to dough. Lots of dough. Originally more round, lately it has taken on more of a sleek, almost aerodynamic shape. We prefer the original. You look at it and figure you’ll never be able to consume the entire thing (oh, but you do).

Its origins are almost as old as the Quaker City itself. German settlers in the 1700′s, apparently looking for something to do with leftover gluten, formed a glazed biscuit baked in the form of a loose knot or a stick. The “brezel” or “prezel” as it was first called, caught on big.

When you live here, you get used to good pretzels and not-so-good. Some tips for the pretzel-obsessed:

  • Buy yours from a street vendor or at a game, for a fresh, soft, and chewy pretzel with just the right amount of coarse salt.
  • Never buy pretzels that are wrapped in plastic. The best packaging is a brown paper bag.
  • If the pretzels look in the least bit moist, pass them up.
  • Avoid pretzels that have been reheated by the vendor. They are usually hard.
  • Look for a golden brown color and a “fresh” appearance.

Add a liberal dollop of yellow mustard from a squeeze bottle (this is not a Dijon moment), and enjoy. You will realize just one of the reasons that despite having clients across the country, we choose to call this little part of the world home.

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Direct Choice Inc. is a full-service direct marketing agency that has worked with national and regional brands in a wide variety of vertical markets. In addition to this blog, you can also find us on Facebook, Twitter, YouTube and LinkedIn.

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