J&C CASE STUDY | HUMANA Direct Mail Testing Helps Humana Establish Two New Controls Testing demonstrated that a humanized offer and an “official” approach can lift response by more than 13% The Challenge Seniors are inundated with complicated information on Medicare Part A and Part B coverage. The last thing they want to see in their mailbox is information about another insurance plan. Humana turned to J&C to address this challenge and beat their long-standing Discount Savings Plan control. The Challenge • B e a t th e lo n g - s t an di n g Humana Discount Savings Plan control The Solution • Conduct an A/B/C test to validate creative approaches The Result • B o o s t e d r e s p o n s e b y more than 13%The Solution The first step was to take pages of industry insuran

Join for free to read