1. 0 Case Study: Golden Rule Health Insurance

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

3. 2 Golden Rule Insurance Background Key Facts Founded in 1940 A UnitedHealthcare Company Emphasis – individual health insurance Launched Direct Sales Unit in 1998

4. 3 Golden Rule Insurance Background Distribution Channels Brokerage Sponsored Web Sites General Agents Direct Sales

5. 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

6. 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

7. 6 Direct Sales – Customer Channels Advertising Referrals PR Web Direct Mail Direct E-mail Associations Direct Sales

8. 7 QUALIFIEDLEADSQUALIFIEDLEADS Lead Processing  100% Opt-in –Prospects contact us –Prospects request that we contact them GROSSNAMESGROSSNAMES

9. 8 QUALIFIEDLEADSQUALIFIEDLEADS  Opt-in Options –Call us –E-mail us –Tour our website GROSSNAMESGROSSNAMES Lead Processing

10. 9  All names are pre-filtered –Qualified names pass –Non-qualified names do not pass QUALIFIEDLEADSQUALIFIEDLEADS GROSSNAMESGROSSNAMES Lead Processing

11. 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

12. 11 Health Insurance Consultation  “Best in Class” agents –Fully licensed –Health Insurance experts FULFILLMENTFULFILLMENT QUALIFIEDLEADSQUALIFIEDLEADS

13. 12  Needs analysis –Truly understand the client’s situation –Determine and clarify their goals FULFILLMENTFULFILLMENT QUALIFIEDLEADSQUALIFIEDLEADS Health Insurance Consultation

14. 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

15. 14  Q & A –We encourage questions –All questions answered on the spot FULFILLMENTFULFILLMENT QUALIFIEDLEADSQUALIFIEDLEADS Health Insurance Consultation

16. 15  Next steps –Establish specific action items –Set follow-up appointment with “A” leads –Send sales materials via client’s preference: mail, fax, or e-mail FULFILLMENTFULFILLMENT QUALIFIEDLEADSQUALIFIEDLEADS Health Insurance Consultation

17. 16 Follow-Up  Proactive “value add” appointment –Health insurance comparison –Answer questions  Application walk through SALESSALES FULFILLMENTFULFILLMENT

18. 17 Sales Conversion Increases % Increase

19. 18 Biggest Contributors to Conversion 100% Opt-In Marketing Prospects qualify by initiating contact This drives higher quality leads

20. 19 Biggest Contributors to Conversion Providing customers with options Call us E-mail us Tour our website

21. 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

22. 21 The Power of Opt-in Marketing  Lead quality is substantially higher  Prospects are very receptive  Sales reps are highly motivated to make contacts

23. 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.  E-mail – Great for on-going communications. Cannot cost justify it for prospecting.

24. 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