Integrated Marketing Solutions - Sales Tools
2014 AEP
Government Markets
Bringing the campaign to life
•
•
•
•
•
•
Business situation
Key business objectives
Key implementation components
Target audience
Implementation strategy
Budget
Business situation
The goal of the Sales Marketing team is to support a number of
different style brokers by delivering tools that enable them to sell
compliantly, quickly, and effortlessly.
Types of brokers include captive agents, independent agents (brokers),
telesales representatives and electronic marketing organizations
(Exchanges).
2
Key business objectives
• Support a growing number of various types of sales agents
• Get the agents excited about the Medicare Annual Enrollment
Period
• Provide agents with tools and resources that allow them to easily
sell our plans and when appropriate generate their own sales
3
Key implementation
components and strategy
•
•
•
•
•
•
Internal “Hype” Video
– Developed to energize captive agents, telesales representatives, and customer
service representatives
– Instill a sense of best of breed with our company and plans
Exchange Educational Video
– Educate a group of agents that sells on a national level about the name
recognition and community presence of our local company
– IBC appears about 5% of the time to these brokers, make the connect from
agent to IBC as local leader
Sales Presentation
– Polished, automated sales presentation which allows brokers to hit key company
and plan messaging while also selling compliantly
Retail design
– Create a consistent look at feel for our agents participating in CVS retail program
Broker eStore
– Provide a one stop shop for independent brokers to order sales kits as well as
generate their own leads through approved marketing materials
Destination RX (DRX)
– Online enrollment tool for all sales agents
– Allows for clean, complete applications to be submitted electronically
4
Target audience
• IBC sales force
– Captive agents
– Independent brokers, general agencies and field marketing
organizations
– Telesales representatives
– Exchange sales agents
• Medicare eligible beneficiaries ages 65 and over
5
Budget
• $552,500
6
Retail
Retail
• Consistent look and feel
• Pop up banner
• Table and chairs for
meeting
• Branded table skirt
• Long sleeve, logo shirt
Broker eStore
Background
Created to support our brokers with a secure, password protected
online portal where they can order advertising materials, sales
promotion items and sales literature on demand.
Allows us to :
• Support our brokers to
meet sales goals
• Enhance overall lead
generation efforts
• Ensure Independence
Blue Cross Brand and
CMS compliance
• Support Independence
Blue Cross as a “cutting
edge” organization
• Bring in new members
Over 175 available materials
•
Sale kits and
related materials
•
Postcards
•
Ads
•
Flyers
•
Self-mailers
•
Letters
•
Posters
•
Promotional items
•
Quick Tips
Personalization
• Agent name
• Agency
name
• Phone
• Email
• Meeting
details
Speed of delivery
Orders ship within days for their use in the field!
Destination RX
Online enrollment tool
•
Allows agent
to compare
IBC plans
available in
the service
area
• Does not let agent
progress through the
application unless they
fill out all required
information on the
application
• Reduces re-work
• Faster turnaround time
16