Healthcare Marketing Case Study – IWCO Direct The Challenge Our client, a nonprofit health plan who handles individual policies, Medicare Advantage, and Medicaid plans, advertised their services through a variety of media channels, but relied on direct mail as their main channel for acquiring new customers. In recent years, however, they had experienced a decline in response rates and viable leads—that’s when they turned to IWCO Direct to reinvigorate their approach to direct mail. Strategy Our solution began with data. We built a profile of their current member base and created a responder model to pinpoint those most likely to reply. We also built a larger universe of targets using multi-source data sets and increased the target audience by 20%. With a deeper prospect audience and multip

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