Case Study:
Email Append is Saving Health Care Companies Hundreds of
Thousands of Dollars
Overview
Like many companies in the health care industry, two specific Health
Care Companies (HCC A and HCC B) were seeking ways to communicate
with health care providers effectively and at a lower cost than the direct
mail channel. Today, printed mailings can cost between $0.50 and $2.50
per piece. Depending on size, format and volume, HCCs may be losing
more than they’re gaining through the use of traditional physician directmail campaigns.
The greatest
opportunity to
improve low-cost
communications
with busy and
distracted
providers is the
increased usage
of emails.
HCC A and B suspected that the use of email was potentially a
valuable opportunity to establish and maintain low-cost, high-impact
communications with busy and distracted providers.
The Challenge
While HCC A and B recognized the advantages of replacing expensive and
slow direct mail with email, they also had to overcome some key challenges
to make the transition, including:
•The procurement of good email addresses—after all, if the email addresses
are inaccurate, the email campaign will not be successful
•The manpower and time to manage the email campaigns
•The technology to deploy the emails and track the results
The Solution
HCC A and B both looked to Enclarity®, a LexisNexis® Company, for
guidance for their email communications strategy. Both companies were
recommended Email Append, an email service designed to offer reliable,
verified physician business email addresses. Email Append deployment
also enabled HCC A and B to track the rates at which providers opened,
clicked-through and responded to the emails. The detailed metrics provided
insight into the success of the individual emails, which informed the changes
necessary to improve the response of future communications.
Risk Solutions
Health Care
Email Append also offered HCC A and B the flexibility to choose from
multiple licensing options, including: by campaign, unlimited annually or
perpetual use.
HCC A is saving about
HCC A chose to purchase a perpetual use license of email addresses,
converting a bi-monthly provider postcard mailing to an email newsletter.
on their physician
HCC B chose to purchase an annual license of email addresses and
outsource their email generation and deployment.
campaigns, while HCC B
The Results
•HCC A now has an email fill rate of 82% for their critical providers. They are
saving an estimated $400K per year on print and postage costs.
$400,000 per year
communication
has seen their campaign
costs drop by $200,000.
•HCC B has email data on close to 80% of par providers, cutting print and
postage costs in half—a savings of over $200K annually.
Other clients using Email Append are enthusiastic about the ability to
creatively customize information, improve their reach and track results.
Some client users are reporting a 3-to-1 ROI.
For more information:
Call 800.869.0751
About Enclarity
Enclarity, a LexisNexis Company, solves health care’s provider information problem by compiling the largest,
most accurate and current medical provider database. Nine of the 15 largest health insurance plans, four of the
10 largest preferred provider organizations, five of the 15 top pharmaceutical companies and the two largest
medical device manufacturers count on Enclarity. Our solutions improve claims processing, provider directories,
regulatory compliance and marketing optimization, management contact ratios, improving operational
processes, and proactively combating fraud, waste and abuse across the continuum.
About LexisNexis Risk Solutions
LexisNexis Risk Solutions (www.lexisnexis.com/risk) is a leader in providing essential information that helps
customers across all industries and government predict, assess and manage risk. Combining cutting-edge
technology, unique data and advanced scoring analytics, we provide products and services that address evolving
client needs in the risk sector while upholding the highest standards of security and privacy. LexisNexis Risk
Solutions is part of Reed Elsevier, a leading publisher and information provider that serves customers in more
than 100 countries with more than 30,000 employees worldwide.
LexisNexis Risk Solutions serves commercial organizations and government agencies and is comprised of several
affiliated corporations, each offering premier customer-focused solutions. For more information,
visit lexisnexis.com/risk.
The Email Append service is not provided by “consumer reporting agencies,” as that term is defined in the Fair Credit Reporting Act (15 U.S.C.§ 1681, et seq.) (“FCRA”) and do
not constitute “consumer reports,” as that term is defined in the FCRA. Accordingly, the Email Append service may not be used in whole or in part as a factor in determining
eligibility for credit, insurance, employment or another purpose in connection with which a consumer report may be used under the FCRA. Due to the nature of the origin of
public record information, the public records and commercially available data sources used in reports may contain errors. Source data is sometimes reported or entered
inaccurately, processed poorly or incorrectly, and is generally not free from defect. This product or service aggregates and reports data, as provided by the public records
and commercially available data sources, and is not the source of the data, nor is it a comprehensive compilation of the data. Before relying on any data, it should be
independently verified. LexisNexis and the Knowledge Burst logo are registered trademarks of Reed Elsevier Properties Inc., used under license. Other products and services
may be trademarks or registered trademarks of their respective companies. Copyright © 2014 LexisNexis. All rights reserved. NXR10782-00-0114-EN-US