2014 AEP Integrated Marketing Solutions - Sales Tools Government Markets

Bringing the campaign to life Business situation Key business objectives Key implementation components Target audience Implementation strategy Budget

Business situation The goal of the Sales Marketing team is to support a number of different style brokers by delivering tools that enable them to sell compliantly, quickly, and effortlessly. Types of brokers include captive agents, independent agents (brokers), telesales representatives and electronic marketing organizations (Exchanges). 2

Key business objectives Support a growing number of various types of sales agents Get the agents excited about the Medicare Annual Enrollment Period Provide agents with tools and resources that allow them to easily sell our plans and when appropriate generate their own sales 3

Key implementation components and strategy Internal “Hype” Video –Developed to energize captive agents, telesales representatives, and customer service representatives –Instill a sense of best of breed with our company and plans Exchange Educational Video –Educate a group of agents that sells on a national level about the name recognition and community presence of our local company –IBC appears about 5% of the time to these brokers, make the connect from agent to IBC as local leader Sales Presentation –Polished, automated sales presentation which allows brokers to hit key company and plan messaging while also selling compliantly Retail design –Create a consistent look at feel for our agents participating in CVS retail program Broker eStore –Provide a one stop shop for independent brokers to order sales kits as well as generate their own leads through approved marketing materials Destination RX (DRX) –Online enrollment tool for all sales agents –Allows for clean, complete applications to be submitted electronically 4

Target audience IBC sales force –Captive agents –Independent brokers, general agencies and field marketing organizations –Telesales representatives –Exchange sales agents Medicare eligible beneficiaries ages 65 and over 5

Budget $552,500 6

Retail

Consistent look and feel Pop up banner Table and chairs for meeting Branded table skirt Long sleeve, logo shirt

Broker eStore

Created to support our brokers with a secure, password protected online portal where they can order advertising materials, sales promotion items and sales literature on demand. Allows us to : Support our brokers to meet sales goals Enhance overall lead generation efforts Ensure Independence Blue Cross Brand and CMS compliance Support Independence Blue Cross as a “cutting edge” organization Bring in new members Background

Over 175 available materials Sale kits and related materials Postcards Ads Flyers Self-mailers Letters Posters Promotional items Quick Tips

Agent name Agency name Phone Meeting details Personalization

Orders ship within days for their use in the field! Speed of delivery

Destination RX Online enrollment tool

Allows agent to compare IBC plans available in the service area

Does not let agent progress through the application unless they fill out all required information on the application Reduces re-work Faster turnaround time 16