The Brief: Anthem is one of the nation’s
largest providers of health insurance, including several Anthem Blue Cross and
Blue Shield plans. Magnet was hired by their NextRx Pharmacy By Mail Division,
to increase the number of prescriptions plan members fill by mail—instead of
going to a retail pharmacy. The client provides an ongoing database of over 2
million customer transactions for the agency to utilize in marketing the division.
The Work: Through its in-house data mining capabilities,
Magnet has developed a series of segmented target audiences based on key demographic
data and appended lifestyle information. With each segmentation strategy,
corresponding creative work has also been created by the agency that speaks directly
to the potential customer audience. This dual data/creative agency approach is a much
more targeted effort than had been employed previously by the client. Our work also
resulted in developing key consumer loyalty between Anthem and their members. The
result consisted of more prescription sales being purchased directly through Anthem,
by its members, than through traditional neighborhood retailers.
The Success: After extensive segmentation and planning,
the creative campaigns launched and experienced that predicted lift in consumer
response. This was instrumental in helping our client reach their optimistic goals
for incremental prescription sales, in a year when many competitors were dramatically
affected by the economy.
Big Data Little Data