Scenario · Health Insurance
A health insurer had used the same content for employer purchasers and individual members. We separated the propositions, coordinated broker ownership and developed enrollment material around the approved audience and decision timetable.
8 → 12
20% → 24%
75% → 85%
Comparable reporting periods
A health insurer had used the same content for employer purchasers and individual members.
The work focused on signed employer plan accounts, employer-opportunity-to-signature conversion, member enrollment completion. Employer purchasing and member enrollment were separate cohorts. Completed enrollment did not demonstrate coverage quality, clinical outcomes or claimed savings.
Which activity helped signed employer plan accounts, and what happened at the next decision?
What we did
The priority was signed employer plan accounts. The team used employer-opportunity-to-signature conversion and member enrollment completion to assess the next stages, with a clear distinction between activity and accepted outcomes.
We separated the propositions, coordinated broker ownership and developed enrollment material around the approved audience and decision timetable.
The team compared signed employer plan accounts, employer-opportunity-to-signature conversion, member enrollment completion across the agreed reporting periods. Employer purchasing and member enrollment were separate cohorts. Completed enrollment did not demonstrate coverage quality, clinical outcomes or claimed savings.
Signed employer plan accounts moved from 8 to 12. Employer-opportunity-to-signature conversion moved from 20% to 24%. Member enrollment completion moved from 75% to 85%.
Employer purchasing and member enrollment were separate cohorts. Completed enrollment did not demonstrate coverage quality, clinical outcomes or claimed savings.
We calculated relative changes from the baseline and comparison values and reported conversion or retention changes in percentage points. We rounded displayed changes to one decimal place where needed. The figures did not establish that marketing caused the outcome.
Measurement window: Two comparable employer renewal-season opportunity cohorts.
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