increasing online enrollments for medicare advantage providers

Presented by

Increase Your Online Enrollments

Pamela Lockard Founder/CEO, DMN3

Scott Cone Digital Strategy and Development, DMN3

House Keeping

House Keeping

Get Your Complimentary Online Marketing Assessment Report

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Ask questions as we go or save for the end

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Webinar slides and recording

Today

Current relevant internet trends

Process for Improvement & Best Practices

Practical things you can do right now

Begin with the End in Mind

Visitors Leads Enrollments

Questions

How many new members do we want to acquire online?

What’s the current online user experience?

What needs to change to increase conversions?

What are competitors doing?

The Value of Increasing Online Enrollments

Site Visitors Leads Conversion 1% 30%

57,500 575 173 Current Oct -Dec

The Value of Increasing Online Enrollments

Site Visitors Leads Conversion 2% 30%

57,500 1,150 345 Oct -Dec

2013 AEP Goal

Additional Enrollments - 172 Annualized Gross Revenue Increase - 172 X $1,674 = $287,928

$11,160 annual revenue/member X 15% gross profit = $1,674 gross profit per new enrollee

$288k in incremental value delivered by boosting leads & conversion from 1% to 2%

Medicare Advantage Enrollments will Increase 50% in 10 Years*

$145 Billion 2013

* Bloomberg, June 5, 2013

$250 Billion 2023

Future Success Depends on Engaging Digitally Savvy Boomers

Are Current Seniors Online?

The Answer is “Yes!”

40.2M Population

20.9M Online

14.5M Digital Video

Viewers

14.5M Social Network

Users

Source: eMarketer “Seniors Online Venturing Further Into Digital” March 2013

52% of 65+ adults are online

Use of Search Engines

of Seniors online use a search engine to gather information on a topic of interest

Top Search Subjects

Key Search Value Drivers

Online Video Generates Action

Content Is Exploding

Content Evolution

Social Channels Used Daily by Most

Facebook is Leading Social Channel

Tablets Rule

Tablet Adoption Among Boomers/Seniors

Source: Pew Research, Tablet Ownership June 2013

Mobile Use Growing

Today




Where Do You Start?

Audit Your Current Online Presence and Performance

Source: Search Engine Watch report August 2012

Note the descriptions of both the paid ads and the

organic results.

Paid Search: 6% of the clicks

Organic Search:94% of all clicks

% of Clicks by Position for Insurance Industry:

#1 = 64%

#2 = 12%

#3 = 5%

# 4+ = 19%

Source: Search Engine Watch report August 2012

Your online competitors could be dramatically different

Who Currently Visits Your Site?

Source: Quantcast, February 2013

What Brought Them There?

What Actions Do They Take?

Oct 1, 2012 – Oct 31, 2012

Register for a Seminar (Goal 17 Completions): 25 Call Me | Form Submission (Goal 18 Completions): 3 Contact Us | Non-Member (Goal 12 Completions): 19 Form Completion | PDF Download (Goal 5 Completions):56

What Do They Do When There?

Evaluate Usability Challenges

Selective Attention Experiment

Watch This Video

Usability Best Practices

  Consistent Interaction Features

  Scanability and Readability

  Persuasive Design

  Simple Navigation/Structure

Consistent Interactions

Scanability and Readability


Users scan in an F pattern and do this in under 5 seconds. Think “billboard” instead of “brochure”.

Study’s show we read only 28% of a web page


Clear visual and messaging hierarchy

Improve Scanability and Readability

  Keep content concise (use this readability test tool to see how you’re doing)

  Use headings to break up long articles

  Help readers scan quickly (inverted pyramid writing style)

  Use bulleted lists and text formatting (bold, italics)

  Use easy-to-read fonts

  Give text blocks sufficient spacing and white space

  Use strategic visuals to guide your readers

Persuasive Design

Simple Navigation and Structure

9 Most Common Usability Mistakes

  Not clear where to click/what’s clickable

  Content difficult to scan

  No visual cues to information hierarchy

  Not following usability/accessibility guidelines

  Visual noise

  Opening extra windows/PDFs

  Users get lost

  Poor navigation/link titles

  Registration required to view content with no warning

Key Take Aways: - How many site visitors turn into leads?

- How many leads convert to an enrollment?

Research Your Online Competitors

How Do They Measure Up?

Key Take Aways: - What are the gaps in what we’re doing

vs. competitors? - What is the low-hanging fruit?

Develop Your Plan

Consider the Entire Digital Marketing Ecosystem

Today




Five Ideas for Immediate Enrollment Results

MIDDLE

Contact Me

Seminars

Live Chat

Contact Sales

ENROLL

Create Content and Offers for Buying Stages

1

On Demand Videos

EARLY

White Papers

Testimonials

Blog

Seminars eBook/ Guides

FAQs

Kits

Testimonials and Rich Content 1

Add Landing Pages on your Website

2

eBooks FAQs

Testimonials Seminar

Enrollments

7 Apps That Will Change the Way You Do Marketing

The Productivity

Handbook for

Busy Marketers

Create Amazing Content Titles 3

Conversion First Time Name Views Rate Submissions The Productivity Handbook for Busy Marketers 7,233 32.3% 310 7 Apps That Will Change the Way You Do Marketing 37,636 51.7% 2,716

White Paper Test Results

776% Increased Submissions by

Use Thank You Pages for Additional Calls to Action

4

HOME SOLUTION DEMO CONTACT

Match the Landing Page Headline to the Corresponding CTA

5

Attend a local FREE Medicare Advantage seminar.

XYZ Company

Facebook Ad

Landing Page

Where Do We Go From Here

• FREE Website and Digital Presence Evaluation

Contact Information:

Pam Lockard 1-800-625-8320, Ext. 200

Scott Cone 1-800-625-8320, Ext. 241

Get Your FREE Online Marketing Assessment Report

increasing online enrollments for medicare advantage providers

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