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Enterprise-Level Newsletter Program Delivers Relevant Content to Members | Insurance

Middle age woman in yellow sweater using smartphone standing and smiling

Turnkey solution ensures a consistent look and feel as well as effective personalization

CHALLENGE

Today's health plans are expected to deliver relevant content to their members. The content should emphasize the importance of health plan utilization and illustrate that a health plan knows its members. This level of personalization at a member level can be daunting.

One large health plan with four million members serving both Medicare and Medicaid populations was experiencing this exact challenge. Their existing creative partner lacked quality content, program management, and good customer service.

The health plan needed an enterprise-level newsletter program that ensured a consistent look and feel. They wanted a turnkey solution complete with content, automated proofing, variable imaging, and translations.

SOLUTION

Together with the client, RRD overhauled the health plan's newsletter with attention to relevant and personalized content for members.

RRD GO Creative researched, wrote, edited, and designed twenty original content articles. Topics provided by the client ranged from dental care to mental health immunizations. Then the team completed a creative refresh, giving the newsletters an updated look and feel. Each issue maintained brand consistency even if content varied.

RRD personalized the newsletters based on recipients’ demographic information. The content was tailored to Medicaid vs. Medicare audiences, state-required reading levels, and state-specific terminology. Translated versions of the newsletter included Spanish, Korean, Chinese, and Vietnamese.

On the program management front, RRD provided complete customer service and account management, including tracking which articles each member has received. RRD's print fulfillment team leveraged format efficiencies and provided unexpected savings.

Lastly, RRD's Digimag solution transformed the newsletter into a digital "magazine-like" experience.

RESULTS

By implementing an enterprise program, RRD's approach brought operational efficiencies enabling economies of scale for the client. Digital versions of the newsletter in a member-engaging format were also provided, allowing for tracking and analytics.

In the first quarter of onboarding, the work RRD delivered included:

  • 13 eight-page newsletters
  • 22 translated versions
  • 33 researched and designed original content articles
  • Copyediting for 71 supplied articles with attention to specific state and national requirements