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Insurer Meets the Communication Needs of Expanding Broker Network | Insurance

Young nurse in scrubs with her arm around an elderly patient

Improved scalability helps health insurer go from minor player to major force in just seven years

CHALLENGE

A leading national health insurer committed to helping Medicare and Medicaid members live healthier, more active lives. They were offering personalized, affordable, and easy-to-use health care solutions.

The insurer began with just under 50,000 members. It now serves millions of customers across the U.S. through Medicare Advantage, Medicare Prescription Drug Coverage, and Medicaid plans. The company was seeking help to support their rapidly expanding network of nearly 11,000 brokers. They were faced with the challenge of automating its manual materials ordering process for brokers.

They needed a partner with deep experience in health care. This partner needed to be capable of scaling to size and feel unconstrained by the limitations of specific facilities. An aging demographic and mounting competition meant there was no time to lose, and no time for company growing pains.

SOLUTION

A core tenet of RRD’s support strategy is to scale capabilities as rapidly and accurately as clients require. Originally supported by one RRD Healthcare Solutions facility, the program gained the support of six facilities. RRD continually optimized data, workflows, time-to-market, and logistics costs.

Fortunately, a known and successful legacy solution was already in place — RRD Healthcare Solutions CustomPoint®.

CustomPoint encompasses mission-critical capabilities that lower costs, increase efficiency, and continually refine program structure including:

  • Order limits so that brokers could only access items that each is licensed to sell
  • Routing and approval rules to prevent over-ordering
  • Cost center- or credit card-based ordering to help provide accurate billing
  • Detailed report generation to track order details, shipping, inventory levels, broker performance metrics, and content effectiveness

CustomPoint helped manage 800+ pre-enrollment items, from personalized all-in-one sales kits to bulk-ordered items.

RESULTS

In the first year of this project, RRD shipped 700,000+ items through 3,400 orders.

Program expansion allows room for more than 100 additional documents. They include self-directed mail campaigns, personalized letters for potential customers, and bulk-ordered printed or digital marketing collateral.

The new expansion would also include an e-create feature in CustomPoint that would allow users to populate specific document fields with variable data for truly customized branded messaging.

The insurer has kept pace with opportunities by adding new content and expanding sales enablement efforts. As a result, they have been able to support their ever-expanding broker channel, control costs, and maintain brand standards.