1. Using new data to create effective
consumer-centric enrollment communications
Patrick Toner
Founder & CEO
Customer Benefits Analytics

2. Contents The Back Story Enrollment Research
Stories for Brokers and Enrollment Firms
Stories for Employers
Trustmark’s Next Steps

3. Back Story Benefits are important Communication must be better
“Alan” – Focus group 2011

4. Bridge the Knowledge Gap
Research & Insights
Data Analytics
Message Architecture

5. Research Goal: Know the Benefits Consumer
WHO… Demographics, Personalities
WHAT… Benefit Choices
HOW… Information Sources
WHY … Reasons
National survey of employees
8 benefit types: Medical, Dental, Life, LTD, STD, Accident, Critical Illness, Hospital
2,385 consumer respondents
Enrollment season: Nov

6. Stories in the Data: Brokers and Enrollment Firms
Emotions drive enrollment
Personal touchpoints have the most impact
“Medical Gap” doesn’t resonate

7. Broker Story #1 Employees enroll for emotional reasons
However…most employee marketing pieces convey features, costs, and statistics

8. Broker Story #2 Personal touchpoints have the biggest impact
However…digital and print sources are used more often

9. Broker Story #3 “Medical Gap” positioning does not connect
Primary Reason to enroll
However… “medical gap” positioning is abundant in employee communications

10. CI enrollment by ethnicity
Some attractive micro-segments exist
CI enrollment by ethnicity
African American and Hispanic customers are 33% and 17% more likely to take Critical Illness

11. Stories in the Data -- Employers
Face-to-face Promoters
Gains from Different Types of Communication
Benefits Enthusiasts

12. However…only 20% of employees report having face-to-face meetings
Employer Story #1 Employees who meet face-to-face on benefits are more likely to recommend their employers
However…only 20% of employees report having face-to-face meetings

13. Employer Story #2 More types of communication make employees more satisfied and likely to recommend
However…half of employees cite only a single source of information, or none

14. Employer Story #3 Employees like benefits…lots of them
How many employee-paid products are taken,* out of how many offered*?
A solid core take all products
Percentages are higher with face-to-face
Includes new and renewed benefits. Sequencing new benefits may be helpful
However…some brokers resist more benefits as too many.
*Note: includes only the 8 benefits included in the survey

15. INSIGHTS TO ACTION: Trustmark next steps
Reinforce importance of face-to-face meetings
Strengthen and promote value proposition for employers:
Retention
Recruiting via employee-recommendations
Align employee messages to emotional drivers
Peace of mind
Sense of responsibility
Data and analytics enables micro-targeting
Employee segment => targeted messaging => touchpoint
More of this:
• Vignettes or testimonials for positive customer experience
• Emphasize upbeat, non-judgmental support
Less of this:
• Statistics on incidence rate of illness
• Checklist of features, conditions

16. Questions?

17. About Customer Benefits Analytics
Patrick Toner, Founder & CEO
Formerly Cigna, Metlife, & LexisNexis
Headed market launch initiatives in insurance, health care, and information analytics industries.
B.A., Vassar College
MBA, Columbia University