Northwestern Benefit Corporation of Georgia

Weekly Multimedia eNewsletter

An SPR Client Case Study

How We Helped

Northwestern Benefit Corporation of Georgia approached SPR with the task of educating businesses on the emerging private exchange platform amid the turbulent healthcare industry. No longer was a “one-size-fits-all” model the only choice for businesses and Northwestern Benefit wanted to get the word out. Northwestern Benefit needed to educate its consultants, current clients and potential future clients about the complicated private exchange space and empower clients to start a conversation with a Northwestern Benefit consultant to see if the private exchange platform is a right fit for a company.

SPR came up with the idea to create a weekly, multimedia eNewsletter disseminating one main idea per week through video and copy that educates consultants and clients, while encouraging readers to begin a conversation with their Northwestern Benefit consultant about the new platform.

At the end of two months, 25 percent of eNewsletter recipients will have viewed the educational eNewsletter and watched the accompanying videos, making them better equipped and more confident to discuss the marketplace with their clients.

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Strategy:

In order to better educate current Northwestern Benefit clients and employees, we created a weekly eNewsletter series, Clear Choices in Healthcare. We decided an eNewsletter campaign would be the best way to directly reach consultants, through their inboxes, and we would have the ability to track results, such as opens, plays and click-throughs. The private exchange platform is a complex concept for many employers so we created a six-part series in order to tackle a different aspect each week. We crafted our strategy around the top five things we wanted businesses to know about private exchanges and Northwestern Benefit. For those that weren’t already connected to Northwestern Benefit, we created a new website tab complete with an eNewsletter sign-up form, on Northwestern Benefit’s current website that reflected the eNewsletter information.

Tactics:

For Clear Choices in Healthcare, and the subsequent website tab, we produced six videos, and wrote accompanying articles, on comprehensive aspects of private exchanges, the major players in the industry, the components of the platform, insight on why a private exchange was a good fit for one client and why it wasn’t a good cultural fit for another, as well as a series summary. We interviewed the president and CEO of Northwestern Benefit, the director of sales and consulting, a client that successfully implemented the platform and a Northwestern Benefit consultant that had a client who decided against the private exchange platform for a extensive look into the private exchange culture.

Results:

While the average industry open rate is 13 percent for opens and 12 percent for video plays, the Clear Choices in Healthcare series reached a 41 percent open rate and 31 percent plays of the 1,396 recipients that received the eNewsletter. Our newsletters were viewed more than 11,000 times. Our hard work was recognized when the eNewsletter campaign won a PRSA of Georgia Phoenix Award.

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