0 Case Study: Golden Rule Health Insurance

Increasing Sales Conversion 88% by Integrating Media Per Customer’s Opt-In Preferences

2 Golden Rule Insurance Background Key Facts Founded in 1940 A UnitedHealthcare Company Emphasis – individual health insurance Launched Direct Sales Unit in 1998

3 Golden Rule Insurance Background Distribution Channels Brokerage Sponsored Web Sites General Agents Direct Sales

4 Strategy Per VOC research, began by building a top flight call center versus a website, as originally planned Ultimate goal was to drive people to our call center Viewed the internet as a way to attract potential customers Focus on the customer, not the medium

5  Per VOC, a live contact with each potential customer is a key sales leverage opportunity –Health insurance is complex –Health insurance plans vary greatly –Health insurance is expensive –Choosing the right company and plan is critical –Testing a “Self-serve” model  First priority is conversion then volume Strategy

6 Direct Sales – Customer Channels Advertising Referrals PR Web Direct Mail Direct Associations Direct Sales

7 QUALIFIEDLEADSQUALIFIEDLEADS Lead Processing  100% Opt-in –Prospects contact us –Prospects request that we contact them GROSSNAMESGROSSNAMES

8 QUALIFIEDLEADSQUALIFIEDLEADS  Opt-in Options –Call us – us –Tour our website GROSSNAMESGROSSNAMES Lead Processing

9  All names are pre-filtered –Qualified names pass –Non-qualified names do not pass QUALIFIEDLEADSQUALIFIEDLEADS GROSSNAMESGROSSNAMES Lead Processing

10  All leads are scored and sorted –Each lead receives a numeric score per propensity to buy –“A” leads receive priority treatment QUALIFIEDLEADSQUALIFIEDLEADS GROSSNAMESGROSSNAMES Lead Processing

11 Health Insurance Consultation  “Best in Class” agents –Fully licensed –Health Insurance experts FULFILLMENTFULFILLMENT QUALIFIEDLEADSQUALIFIEDLEADS

12  Needs analysis –Truly understand the client’s situation –Determine and clarify their goals FULFILLMENTFULFILLMENT QUALIFIEDLEADSQUALIFIEDLEADS Health Insurance Consultation

13  Product recommendation –Based upon what is best for the client –Integrity – we admit when our products are not a good fit FULFILLMENTFULFILLMENT QUALIFIEDLEADSQUALIFIEDLEADS Health Insurance Consultation

14  Q & A –We encourage questions –All questions answered on the spot FULFILLMENTFULFILLMENT QUALIFIEDLEADSQUALIFIEDLEADS Health Insurance Consultation

15  Next steps –Establish specific action items –Set follow-up appointment with “A” leads –Send sales materials via client’s preference: mail, fax, or FULFILLMENTFULFILLMENT QUALIFIEDLEADSQUALIFIEDLEADS Health Insurance Consultation

16 Follow-Up  Proactive “value add” appointment –Health insurance comparison –Answer questions  Application walk through SALESSALES FULFILLMENTFULFILLMENT

17 Sales Conversion Increases % Increase

18 Biggest Contributors to Conversion 100% Opt-In Marketing Prospects qualify by initiating contact This drives higher quality leads

19 Biggest Contributors to Conversion Providing customers with options Call us us Tour our website

20 Biggest Contributors to Conversion Filtering and scoring 100% of names / leads Only high quality leads enter our sales process Only high quality leads remain in our sales process

21 The Power of Opt-in Marketing  Lead quality is substantially higher  Prospects are very receptive  Sales reps are highly motivated to make contacts

22 Integrated Direct Marketing Learnings  Internet – Great prospecting tool. 60% of customers report using the internet as part of their search. Testing the use of a self-serve website to convert leads into sales.  – Great for on-going communications. Cannot cost justify it for prospecting.

23  Fax – Decreasing in relative importance but still an important part of the mix  Mail – Powerful fulfillment medium. Questionable as a viable prospecting tool  Inbound and Outbound Phone – Continue to be the cornerstones of our media mix Integrated Direct Marketing Learnings