Kaiser Permanente

Broker Microsite and Tax Calculator

Challenge

Kaiser Permanente, a Pacific Northwest based healthcare provider, offers coverage to individuals and small & medium businesses. The Small Business Group at Kaiser Permanente, which operates through an extensive network of Brokers, wished to target businesses with 50 of fewer employees. Brokers typically sold plans from various providers so the objective of the campaign was to build affinity and create synergy and deliver "face-to-face" appointment-ready leads to the Brokers.

Solution

Digital Wavefront worked with Kaiser Permanente’s Direct Response Consultant in designing and developing an integrated campaign that included Direct Mail and a microsite targeted to C-level decision-makers. We developed an online version of their Excel-based Tax Credit Calculator and used it as a soft offer on the microsite to further drive conversions. Multiple call-to-actions allowed responses to be captured via a targeted 800 # on the microsite. The landing page qualified the leads based on the opportunity size and appropriately directed them to a member of the Inside Sales team to setup face-to-face appointments with a designated Broker.

Results

Case Study Results

2.2x Increase in Appointments

The integrated multi-channel Broker lead-gen campaign delivered 2.2x the number of appointments.

Case Study Results

Tax Credit Calculator

A tax-credit calculator offered C-level decision-makers real-time insights into potential tax savings.

Better than Expected ROI

An integrated broker lead-gen microsite that beat all ROI benchmarks.

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