In-line solution delivers highly relevant, data-driven messaging with audience-appropriate words and images
In a rapidly changing healthcare environment, a leading health plan needed certainty wherever possible. In this case, the provider was looking to optimize its “age-in” direct marketing program for prospective new members.
They had been relying on a conventional lettershop direct mail piece, but production problems were ongoing. They faced an aggressive semi-monthly production schedule, multiple version management, accelerating postal costs, lengthy cycle times, and unwieldy inventory.
The provider also wanted to update their communications to reflect more relevant imagery and copy to stand out in the marketplace.
When it comes to bringing simplicity to process complexity, the best place to start is often the most obvious. RRD Healthcare Solutions conducted a review of the organization’s order processing steps and assessed the quarterly inventory of pre-printed letter shells, envelopes, and brochures.
Estimates for advanced printing often led to inaccurate counts. The client was either throwing out material or scrambling to create additional printed pieces (at a premium) each quarter. There were also several plate and format change set-up issues identified in their lettershop process. Postal string sizes were decreasing, preventing full optimization of the postage savings.
RRD recommended an in-line solution utilizing an industry leading and proprietary variable inkjet imaging technology. With it, the client could produce key components of the direct mail program in-line with 100% variable 4-color print.
The program could also produce the client’s three different formats all in combination — and all in a single press run. Each format featured multiple versions. This change reduced the number of postal strings, delivered better postal optimization, and resulted in significant postal savings.
Enhanced efficiencies include:
- Production costs reduced by 35% from using RRD’s variable inkjet imaging
- Cycle production times decreased by 14 days due to improved efficiencies
In addition, RRD’s in-line concept created six-figure postal savings annually by combining mail strings to maximize postal optimization.
Strategically, the client is now well-positioned to deliver highly relevant, data-driven messaging with audience-appropriate words and images. New message testing helps to continually improve campaign results.