Envolve Targeted Marketing Campaign


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Envolve Targeted Marketing Campaign When eight healthcare companies came together as one brand and company, our marketing team faced the challenge of building brand awareness of the new name while ensuring the decades of experiences the companies possess was still showcased. Our main objectives: • Introduce prime prospects to Envolve and the suite of solutions the brand provides • Educate prime prospects on the unique points of differentiation Our key audiences are business executives/decision makers at health insurance plans, large provider organizations and employers with 10k+ employees. Envolve unifies medical management, care management and coordination, specialty pharmacy, PBM, vision, dental, behavioral health, wellness, health education, 24/7 nurse advice services, and back-office services such as data, analytics and IT solutions. Because unifying so many services is a relatively new concept in our industry, in addition to the brand awareness challenge, we also needed to ensure that audiences understood that we offered a variety of healthcare services. In 2017, Envolve launched its first-ever paid media campaign. With a small budget and a limited prospect audience, we focused on targeted tactics rather than mass media: FORTUNE MAGAZINE COVER WRAP: Leveraging the credibility of a respected editorial partner to educate prospects about Envolve and the breadth of its services, we launched a six-month sponsorship of FORTUNE magazine that had a four-page Envolve-branded cover wrap. The magazine was sent to 3,200 prospects chosen from Fortune’s data partner’s custom lists. We had three separate creative executions with messaging tailored to each of our three audiences. Prospects received eight issues (two months had bonus issues) over the course a six-month gifted subscription. As part of the tactic, we created specific landing pages tailored to each audience and interactive “journey” videos that were housed on those pages. As part of the FORTUNE partnership, the publication sent a postsubscription survey to those who received the magazine. RESULTS: Metric

Result

FORTUNE Benchmark

Read the wrap

82%

63%

Graded as Excellent or Above Average

59%

33%

Agreed taught something new about Envolve

66%

40%

Favorable impression

72%

62%

Survey results show cover wraps were successful at driving awareness, education and brand perception beating industry benchmarks. RESULTS FROM WEBSITE: • Website Sessions = 603 • Website Duration = :15 sec. Results show we were able to consistently draw new users from the print tactic to the website (envolve4healthplans.com) to view the video, which can be difficult when it is more of a brand awareness/education tactic and not an instantaneous “purchase.”

TARGETED ONLINE DISPLAY: Focused on serving our ads to only our prime prospects by leveraging data and technology. Working with third-party data partners (who use a mix of offline and online behaviors to qualify and categorize people) to identify our targets (through browser-based cookies, IP addresses and device IDs), we then leveraged programmatic technology (an automated buying approach that allows us to bid on, buy and serve impressions in real time). Using data in this way allowed us to increase scale, drive efficiencies and eliminate waste by not relying on the old model of buying an audience on a demo across a handful of endemic websites and hope that we reach X% of our desired audience. During the four-month run, we used: retargeting tactics; mix of desktop and mobile placements; keyword searches and phrases associated with benefits, healthcare, Envolve and competitors; real-time, in-page keyword matching aligned with relevant healthcare, content and editorial; and targeting by industry and by title. RESULTS: • Total Impressions = 26,766,952 (goal was 16 million) • Overall Frequency = 2.0 (met goal of serving to each target an average of 2 times)

MODERN HEALTHCARE E-NEWSLETTER: To reach the health plan and provider organization, we partnered with a top industry publication, Modern Healthcare, to have our digital ads appear in two e-newsletters to maximize scale and increase reach. During the four-month run, our ads appeared MondayFriday 1x/day in the AM Daily edition with 86,736 e-circulation and 2x/week in the Daily Finance edition with 51,828 e-circulation. RESULTS: • Total Impressions = 2,412,003 • Clicks = 1,474 • Click Through Rate = .06% PAID SEARCH Using Google Ads, we were able to achieve performance well above industry averages in click-through-rates during our campaign that ran 10 months: • Total Visits = 55,352 • Click-Through Rate= 4.66% (3.17% industry average for healthcare and medical; 1.91% average for all industries)

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The journey to improving the health of your organization is complex. Choose Envolve® and we’ll work with you to create a whole-health solution specific to your needs with our comprehensive suite of supplemental health benefits, wellness solutions and back-office support. Choose a simpler way.

Through special arrangements with the publisher, this Envolve® informational cover wrap has been

Take your interactive tour at Envolve4HealthPlans.com

placed on a limited number of copies of FORTUNE® magazine. It does not constitute an endorsement by FORTUNE and no endorsement is implied.

SEE MORE ON THE INSIDE FRONT COVER. © 2017 Envolve, Inc. All rights reserved.

FORTUNE is a trademark of Time Inc., registered in the U.S. and other countries.

On the other side of the spectrum, the lowest spending half of the U.S. population accounts for just 3% of total health spending.

Envolve cares for the largest special needs population in the country. Learn how accurately diagnosing and anticipating member needs can significantly reduce healthcare costs and improve your performance. Whether you’re leading a Medicaid, Medicare, or commercial health plan, the Envolve® family of companies partners with you to engage and educate your members while also identifying opportunities for intervention to ensure access to the appropriate level of care.

We’re helping make healthcare more effective, affordable and flexible for everyone.

Envolve4HealthPlans.com

Claxton, Kamal, Cox, and Sroczynski, “How health spending patterns vary by demographics in the U.S.”. Peterson-Kaiser Health System Tracker, 8/18/16. http://www.healthsystemtracker.org/brief/how-healthspending-patterns-vary-by-demographics-in-the-u-s/?_sft_category=spending

Through the Envolve® family of companies, we offer supplemental benefits, wellness and back-office solutions under one roof.

Medical Management

Supplemental Health Benefits & Wellness Coverage

• Utilization Management • Disease Management • Integrated Care Management • Targeted Case Management • Superutilizer Program

• Vision & Dental • Specialty Pharmacy • Pharmacy Benefit Management (PBM) • Health & Wellness • Lifestyle & Condition Management Coaching • Nurse Advice Line • Behavorial Health

Provider & Administrative Services • Quality Program Management • Member Services • Claims • Encounters/Processing • Provider Network Management • Management Services

Prevention Outreach & Care Gap Closure • HEDIS & STARS Support • Maternal Health • Emergency Department Education • Medication Adherence

IT, Digital & Analytics Solutions • Care Management Software • Digital Health • Health & Wellness Portal • Informatics, Data Aggregation & Analytics • Telemonitoring

Learn how we’re working to make healthcare simpler, more effective and more affordable at Envolve4HealthPlans.com

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Get your complimentary assessment, tailored to your needs.

Through special arrangements with the publisher, this Envolve® informational cover wrap has been placed on a limited number of copies of FORTUNE® magazine. It does not constitute an endorsement by FORTUNE and no endorsement is implied. FORTUNE is a trademark of Time Inc., registered in the U.S. and other countries.

Whether you need support services to fill gaps in your current system, or a comprehensive suite of solutions built from the ground up, we’ll work with you to understand your organization and help you achieve your goals. Together, we can help make healthcare more effective, affordable and flexible for everyone. Request your complimentary, tailored assessment at Envolve4HealthPlans.com

ACHIEVE QUALITY OUTCOMES TARGETED GAP CLOSURE PROACTIVELY REDUCE COSTS

Whether you’re leading a Medicaid, Medicare, or commercial health plan, the Envolve® family of companies will provide a suite of flexible programs that will engage your members and analyze their needs so you can provide access to care that’s right for them.

Supplemental Health Benefits & Wellness

Medical Management • Utilization Management • Disease Management • Integrated Care Management • Targeted Case Management • Superutilizer Program

• Vision & Dental • Specialty Pharmacy • Pharmacy Benefit Management (PBM) • Health & Wellness • Lifestyle & Condition Management Coaching • Nurse Advice Line • Behavioral Health

Provider & Administrative Services • Quality Program Management • Member Services • Claims • Encounters/Processing • Provider Network Management • Management Services

Prevention Outreach & Care Gap Closure • HEDIS & STARS Support • Maternal Health • Emergency Department Education • Medication Adherence

IT, Digital & Analytics Solutions • Care Management Software • Digital Health • Health & Wellness Portal • Informatics, Data Aggregation & Analytics • Telemonitoring/Connected Health

Learn how we’re working to make healthcare simpler, more effective and more affordable at Envolve4HealthPlans.com

The journey to improving the health of your organization is complex. Choose Envolve® and we’ll work with you to create a whole-health solution specific to your needs with our comprehensive suite of supplemental health benefits, wellness solutions and back-office support. Choose a simpler way.

Request your complimentary, tailored assessment at Envolve4HealthPlans.com

© 2017 Envolve, Inc. All rights reserved.

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ADDITIONAL COPY OPTIONS Campaign Headline Simplify your path to comprehensive healthcare management. Benefits Messages OVERALL We’re helping make healthcare more effective, affordable and flexible for everyone. Start your journey today! FLEXIBLE Get easy access to our flexible, powerful suite of health benefit management solutions. Start your journey today! VALUE/EASE Deliver high-quality healthcare services while reducing costs & administrative burden. Start your journey today! RESOURCES Flexible, complete healthcare services that grow with your need—all under one roof. Start your journey today! INNOVATION Improve your organization’s health with trusted services from our leading companies. Start your journey today!