Conduct research to refine our understanding of the selling process of healthcare solutions to companies with 1000+ employees.Create and deliver a compelling and powerful message through direct mail to the busy, inaccessible decision makers—Human Resources Managers—and finding a way to get past their gatekeepers.Engage them in an interactive, ongoing conversation with their assigned Sales Executive and Anthem; delivering personalised content that answers their pain points and reasons to buy.Get measurable response in terms of calls/emails to Sales Executives and opening pitches.

Research gave us the message to deliver “Simplicity.”We conducted an outbound telemarketing action, refining the prospectives list and reasons to buy, and aligned the gatekeepers with us using a “thank you” note and present.We launched a high-impact, dimensional direct mail campaign to convey “Simplicity” using the Ecosphere, a self-contained aquatic system containing live shrimp, algae, and bacteria.

The mail asked them to call/email their assigned Sales Executive directly or visit a microsite with details on the Ecosphere, Anthem’s proposal, and interactive ways to stay in the conversation with the brand and the Sales Executive.

The campaign generated a whopping 28% response in terms of calls/emails to the Sales Executives and/or visits to the microsite. (Average for dimensional in the category is 5%. We got 580% over average).To date, 6 negotiations are open and more are coming. A single pitch closed would generate an extraordinary ROI, greatly offsetting the marketing expenditure.Industry buzz and word of mouth, evidenced by requests for Ecospheres by Human Resources Managers not on the contact list, and emails of congratulations from Anthem’s top Marketing and Sales Executives were a surprising and gratifying bonus.