Click image above to view direct mail piece
C. Open Enrollment Direct Mail:
TARGET AUDIENCE
Benefits/HR managers at the country’s largest self-insured companies.
ABOUT ACCOLADE
Accolade’s goal is to simplify the fragmented and complex healthcare system, so that everyone can have a better healthcare experience and make the right decisions.
Today, they blend compassion, science and technology to bend the medical cost trend, reducing the billions of dollars of unproductive or unnecessary healthcare costs that employers, plans and people spend each year.
CHALLENGE
Accolade approached the entrant to come up with a creative and cost-effective way to engage Benefits and HR managers during the craziest time of year—Open Enrollment. It was a unique challenge. How do we reach this audience during a period of time when, they are likely to be least receptive, given their workload?
SOLUTION
We devised a solution that introduced Accolade and effectively communicated their value proposition, but did so using more of a soft-sell. Less “Act now!” and more “We’re here to help you.”
Our approach revolved around a single idea – Accolade can help make their lives easier all year, but how do we show it right now? Given that Open Enrollment typically means early mornings and late nights, we came up with an offer to make life easier at home: one week of free meals delivered from Blue Apron. So, while they’re busy thinking of everyone else, we showed how Accolade is thinking of them.
In addition, we included a secondary offer. If they got in touch, Accolade would provide a free catered lunch for their entire team.
We knew our targets were busy, so we kept the copy light and limited the number of elements inside.
Finally, our approach allowed our client to make the most of their budget. Rather than include an expensive premium item that was paid for up-front, our clients only incurred costs when the targets responded to the offers. This allowed them to produce a larger quantity of pieces and extend their reach even further.
RESULTS
The results exceeded our expectations, and our client’s. Of the 211 pieces mailed out, our client received 48 responses total, a response rate of 23%. Of those responses, 30 turned into in-person meetings, producing an overwhelmingly positive response and generating enormous new opportunities for Accolade.
