The insurance giant is confident that through the use of email they will be able to reach a substantial number of current and potential customers and help them to improve their lives.
In a recent keynote at IBM Amplify 2015, Neil Pierce, Humana’s head of e-communication, described the goal of the new initiative:
“We're using email to help transform Humana into a well-being company—not just insurance. We want to help customers maintain their heath. And our goal is to improve health by 20% by 2020—through email.”
The reason they are choosing to use email for this marketing campaign is no accident. Pierce and his team understand that email, combined with mobile platforms, is one of, if not the best way to reach a mass audience.
“Email is the number one activity in digital, outpacing mobile and SMS,” says Pierce. “Although, mobile has fed the boom of email. So if you haven't incorporated mobile tech into your email strategy, you will fall behind.”
The coupling of email and mobile capabilities is a major point of emphasis for the marketing team. Content contained within the emails is meant to encourage consumers to download Humana’s mobile app, HumanaVitality.
The purpose of the app reflects that of the email marketing campaign- help people live a healthier lifestyle. People can earn rewards for anything ranging from logging daily step counts to setting up doctor’s appointments.
Pierce and his team believe that email marketing that is complimented by mobile technology is the most effective way to engage their members. If this system works like it is supposed to, then the message being conveyed within the email will be reinforced through the use of the mobile app.
In order for this to occur people first have to be interested in what they are reading. Delivering the message is one thing, getting someone to pay attention and care about the information enough to read it and use it is another.
Their plan to address this issue is to deliver strong, personalized content that will not overload consumers with insurance information, but rather provide them with the right tools at the right time that will allow them to make informed health decisions.
This structure is designed so that the email will not be dismissed as spam and people will actually want to see what they have to say.
The question remains, however, as to why Humana is so concerned with improving the health of their customers. Reason would lead us to believe that they would stand to benefit more if people were unhealthy.
While there objective with this campaign may seem to be noble, like any other marketing strategy, their ultimate objective is attracting new customers.
Rebranding themselves from just an insurance company to a health organization that prioritizes member’s health above all else is a tactic to make them more attractive to healthy consumers. They want their brand to be trusted, so that even people who aren’t sick will want to use their products and services.