HANDRAISER TOUCH 4: MEMBER: CONSUMER (Self-Mailer)
Offer plan comparison.
• Compare recipient’s current/discontinued plan to 2–3 of the most similar new
plans for easier option evaluation.
Test an envelope package.
• Envelope packages are more official in nature and give a more personal
impression. Members are likely to open, as the communication is from their
current provider.
Test emphasis on price vs. level of care.
• Communications focus on savings. Test package with emphasis on health vs.
savings; current communications may sensitize to price too early.
WATCH NOW: Bob talks a little more about testing.
Revisit dated material for future mailings.
• “New Rules = New Opportunities” will be
replaced with message focused on changes to
health plans and healthcare laws.
Protect the integrity of the piece.
• “Choosing healthcare has never been easier”
may be frustrating to readers, as healthcare
is more complex than ever before. Emphasize
that Excellus is here to help members
understand their options and make the best
decision.
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ROchESTER, NY
PERmiT NO. 201
P.O. Box 22999, Rochester, NY 14692
Don’t miss out on your opportunity to SAVE.
Get help paying for health insurance.
,
B-4470
NEW RULES = NEW OppORtUNitiES
DON’t Wait.
Let us help you choose a new plan
to protect yourself from costly medical bills.
Get help choosing a plan and enroll today: 1-888-579-8926
A nonprofit independent licensee of the Blue Cross Blue Shield Association