A Prescription for Successful Healthcare Marketplace Print Marketing

The Industry: Healthcare Marketplace Organizations

State-based, competitive healthcare marketplaces provide millions of Americans and small businesses with “one-stop shopping” for affordable healthcare coverage that complies with the Patient Protection and Affordable Care Act (ACA). Managed care organizations operating in these marketplaces offer access to comprehensive, high-quality healthcare plans for individuals and families who may not qualify for Medicaid or other government health coverage. These organizations allow healthcare customers to compare plans and prices within their state based on the medical services they require and the quality of care they desire.

Managed care organizations operating in the healthcare marketplace rely on print marketing solutions to inform and educate members and subscribers about state-managed health plan services and regulations, and to print and send enrollment materials and health insurance cards quickly and with accuracy.

The Situation

In 2015, Marketing.com was approached by one of the leading providers of health plans through healthcare marketplaces in the U.S. They needed membership enrollment, welcome booklets and member ID cards designed, printed, and sent to their health plan members in 11 states. The booklet was to be saddle stitched and be part of a package that included plan guideline inserts and swag items like magnets. Depending on the U.S. state in which their members lived, the welcome packets could also include personalized letters and explanation of benefits (EOC) books to give present members information about how the health plan is administered by the state.

One challenge the organization faced was the inability to accurately predict how many people would sign up from year to year. They needed an agile print marketing partner who could provide automated strategies and give them print and mailing services to control costs as volumes fluctuated and increased.

They also needed a responsive HIPAA compliant print company that could build a software program to handle the complexities of managing raw customer data and matching it fluidly to customer-facing communications. It was vital that personalized and variable information about healthcare plans remained accurate and protected with evolving state managed care regulations. They also wanted to expedite payment notices and provide replacement ID cards quickly to stay in compliance with State-specific requirements.

The Solution

To help the organization save print and mailing costs, and to have a firmer grasp on costs as member volume and the number of states in which the organization operated grew, Marketing.com worked with the managed care organization to redesign the patient-centric enrollment and membership packets for each state.

In addition, Marketing.com developed customized variable print solutions to keep member and state healthcare plan benefits up to date. It saved the organization money with a strategy that offered a combination of inventoried static plan content with variable print, and reduced costs with its member packet fulfillment and mailing services. 

The Result

• Adaptability to adjust to high volume periods with increased printer capability and the ability to allocate paper and other resources quickly to complete time-sensitive material production and distribution.
• Agility and responsiveness by a dedicated sales team to make changes needed by the organization to quickly revise materials according to state business rule changes and to add new states without disruption to production and mailing schedules.
• Continued variable print, inventory, and fulfillment innovations that help the organization scale operations for future growth and deliver exceptional customer experiences for their members.
• Support throughout growth from 11 to 21 states with exceptional customer service and an understanding of the unique marketing challenges faced by healthcare marketplace organizations.

Marketing.com provides innovative print, inventory, and fulfillment services to organizations in healthcare marketplaces. We work closely with them to streamline member communication and help keep the information they share with their members relevant and in compliance with state health insurance regulations.

If you want to find out how Marketing.com can make marketing your managed care organization more efficient and help you manage costs, get in touch with us today.