THE BRIEF:

During the highly competitive Medicare plan Annual Election Period (AEP), eligible prospects are inundated with marketing materials, many of them inviting Medicare Supplement and Medicare Advantage plan shoppers to attend local seminars hosted by agents and brokers. These seminars are very successful at signing up new enrollees, but can be costly if not smartly promoted and managed from an attendance perspective. The traditional way—customized mailers inviting consumers to seminars near them, plus reminders and 800 number response mechanisms—was costly and old school. We saw the need to modernize the entire process. We created a proprietary system to combine outreach, seminar registration, communication with prospects, agent management and results tracking. Our client Blue Cross and Blue Shield of North Carolina (BCBSNC) agreed and chose to utilize the Direct Choice Online Registration System (DCORES) for AEP Campaign. The result is an integrated, branded system of direct mail, a seamless online registration platform with reporting dashboard, and automated attendee reminders—supported by reduced dependence on inbound teleservices.

THE SOLUTION:

  • Cost effective direct mail promoting BCBSNC and their variety of Medicare plans, driving  prospects to a branded online registration interface pre-populated with all available seminars by zip code
  • Opt-in seminar attendance reminders via phone, text or email
  • Real-time detailed attendance data personalized to each agent/broker
  • Results tracking and management for both BCBSNC marketers and agents/brokers
  • Made management of over 400 seminars during the short two-month AEP window simple and transparent

THE IMPACT: