The new year, 2024, is fast approaching. This means that in the coming period, consumers will be assessing whether their health insurance still meets their needs. For you as a health insurance provider, it is crucial to focus on reaching potential new customers during this time and, at the same time, ensuring that current customers do not switch.
Currently, the annual rate of health insurance switchers is approximately 6.5% (source: zorgwijzer.nl), which translates to nearly 1 million Dutch individuals (aged 18 and older, with their own health insurance). These switch-sensitive consumers have various reasons for changing their health insurance. EDM analysts have analyzed the profiles of these switchers based on more than 150 segmentation characteristics, such as age, family status, income, and internet usage. This analysis has led to the identification of a target audience known as "health insurance switchers" which can be easily utilized for campaigns. If you're looking for consumers who resemble the profile of your current customers, there's no problem – our analysts can create a custom look-alike model for you.
Attracting health insurance switchers requires focused marketing and recruitment campaigns. We recommend the following approaches to effectively reach this target audience:
Direct Mail (DM): This remains a powerful channel to approach potential switchers. Through DM, you can send personalised offers to the right audience, whether they are health insurance switchers or look-alikes of your current customers. The high level of attention, combined with the right message at the right time, leads to successful health insurance campaigns year after year.
Custom Audiences as a Booster for DM Campaigns: To make the DM campaign even more impactful, we can activate the DM selection one-on-one within online platforms like Marktplaats and DPG. They have obtained consumer consent for retargeting in this manner, which boosts the results of your DM campaign. This approach is entirely cookieless and GDPR compliant. In general, it is possible to reach up to 80% of a DM audience through these platforms.
In addition to attracting new customers, retaining existing customers is just as important. Consider campaigns targeted at your current customer database to increase customer loyalty and prevent them from switching. Alternatively, you can use these campaigns to win back former customers. We can assist by improving outdated data, adding new addresses for consumers who are no longer reachable at the provided address, or identifying individuals who have passed away to avoid uncomfortable situations in your campaign. You can then use this up-to-date data selection for both DM and/or online campaigns, all within the Google platform. As a customer match partner, EDM helps you include or exclude existing customers in display, search, and video campaigns. Excluding your customers saves a significant amount of waste – and thus costs – and ensures that consumer irritation is minimized. After all, nobody wants an offer to become a customer when they are already your customer.
In short, with the right insights and tactics, you can establish a strong position in the competitive world of health insurance and activate campaigns targeting the right audience in no time. If you would like to have a non-obligated conversation about this, please feel free to contact us.
Are you responsible for acquiring new customers? Do you use data in your campaigns? Then use the SMART Audience Builder and convert up to 600% better than before in just a few clicks.
The SMART Audience Builder is an easy-to-use cloud tool that provides organizations with the ability to apply knowledge and insights to their own marketing data in order to increase conversions. Load any form of your own CRM data (Postal Code, House Number, Addition, Email, Phone) into the tool and gain additional insights from your own data. Through automatic integration with various knowledge and intelligence sources, you can apply attribute selections and predictive models to set up the most effective target audiences for activation. Throughout the entire process, you remain in control of your own data.
Approaching new relevant consumers who are genuinely interested in your proposition or product? EDM helps organizations create insights into existing customer groups, which can then be used to find potential new customers within the Netherlands.
With Audiences, we analyze the target audience based on historical data and data from current customer segments. This results in a target audience profile and channel preferences. We then set goals for all desired channels (Direct Mail, DPG media, Marktplaats, phone, and inserting). With access to extensive consumer databases, the best audiences are created based on various socio-demographic data, lifestyle characteristics, or advanced look-alike models. This enables the creation and activation of the best possible audiences, resulting in an average doubling of conversions.
The Automotivebase 2.0 has been developed through 10 years of research on all vehicle transactions in the Netherlands, with a focus on the driver. As a result, we not only have insights into which households are currently or will be in the market for a new car in the near future, but also the profile of these households. Apply this knowledge to your existing audiences, improve your return on investment (ROI) on first-party data. Activate these segments in new channels, activate look-alike profiles or automotive types to maximize your ROI.
An integrated customer acquisition solution. The proven method for effective data-driven marketing.
For every organization, acquiring new customers is crucial. To achieve this, recruitment campaigns need to be set up as effectively as possible. This means approaching the right target audience through the right channels in a data-driven manner. EDM has a proven method for data-driven marketing, which involves an iterative process consisting of 6 steps:
EDM analyzes the existing customer database and ensures its accuracy and currency. It improves the quality of incoming leads and analyzes them to gain insights into "who is the customer?". Then, an assessment is made of the channels already being used, which additional channels can be added, and how to optimize them as effectively as possible. This results in improved conversion rates and effectiveness, which serves as input for reworking non-conversions and continuously optimizing recruitment campaigns.
Are you responsible for acquiring new customers? Do you use data in your campaigns? Then use the SMART Audience Builder and convert up to 600% better than before in just a few clicks.
The SMART Audience Builder is an easy-to-use cloud tool that provides organizations with the ability to apply knowledge and insights to their own marketing data in order to increase conversions. Load any form of your own CRM data (Postal Code, House Number, Addition, Email, Phone) into the tool and gain additional insights from your own data. Through automatic integration with various knowledge and intelligence sources, you can apply attribute selections and predictive models to set up the most effective target audiences for activation. Throughout the entire process, you remain in control of your own data.
Approaching new relevant consumers who are genuinely interested in your proposition or product? EDM helps organizations create insights into existing customer groups, which can then be used to find potential new customers within the Netherlands.
With Audiences, we analyze the target audience based on historical data and data from current customer segments. This results in a target audience profile and channel preferences. We then set goals for all desired channels (Direct Mail, DPG media, Marktplaats, phone, and inserting). With access to extensive consumer databases, the best audiences are created based on various socio-demographic data, lifestyle characteristics, or advanced look-alike models. This enables the creation and activation of the best possible audiences, resulting in an average doubling of conversions.
The Automotivebase 2.0 has been developed through 10 years of research on all vehicle transactions in the Netherlands, with a focus on the driver. As a result, we not only have insights into which households are currently or will be in the market for a new car in the near future, but also the profile of these households. Apply this knowledge to your existing audiences, improve your return on investment (ROI) on first-party data. Activate these segments in new channels, activate look-alike profiles or automotive types to maximize your ROI.
An integrated customer acquisition solution. The proven method for effective data-driven marketing.
For every organization, acquiring new customers is crucial. To achieve this, recruitment campaigns need to be set up as effectively as possible. This means approaching the right target audience through the right channels in a data-driven manner. EDM has a proven method for data-driven marketing, which involves an iterative process consisting of 6 steps:
EDM analyzes the existing customer database and ensures its accuracy and currency. It improves the quality of incoming leads and analyzes them to gain insights into "who is the customer?". Then, an assessment is made of the channels already being used, which additional channels can be added, and how to optimize them as effectively as possible. This results in improved conversion rates and effectiveness, which serves as input for reworking non-conversions and continuously optimizing recruitment campaigns.