Humana has partnered with TrueVoice Growth Marketing on a new growth marketing approach that uses real-time behavioral metadata from agents, brokers and third-party administrators to guide acquisition and retention campaigns.

According to Humana, digital initiatives nearly doubled lead numbers and improved email conversion rates.

Carmyn Wethington, Commercial Integrated Marketing Lead for Employer Group Marketing at Humana, said the pilot program with TrueVoice has brought awareness about the factors driving agent acquisition and retention efforts. increase.

“It’s hard to talk about how our digital program has changed because it’s almost complete,” says Wethington. “The most important driver for that transformation starts with understanding the audience. …So all of this, the entire pilot and the program we built to scale the pilot, was founded out of narrative analysis and content modeling. “This is the target audience we want to understand, and they went out and listened,” he told TrueVoice.

According to Kurt Genden, co-founder and managing partner of TrueVoice, an audience-first approach requires agents and brokers to integrate multi-touch, integrated campaign journeys designed to improve agent engagement and conversion. It states that it includes understanding how information can be provided.

Genden uses TrueVoice’s AI and ML stack to generate nearly 1.2 million views from agents, brokers, and third-party admins hosted on over 350 million outlets, social media stories and other sources. He stated that he was able to analyze live behavioral metadata from Agents engage with content online.

“This great metadata gave us a deep understanding of what our agents and brokers wanted and needed,” says Genden. “Forget Humana for a second. Beyond Humana, what did they want, what did they need, what did they need to achieve? After seeing it in action, I see… where we can add the most value?? We were able to see how to reach them. How would that change the way we develop content to really speak to and respond to their needs? Coordinating our operations and departments. So instead of trying to fit in with what they’re already doing, and trying to engage them in exactly what we want them to do, we’re really giving them an experience that’s along their journey.”

Strategy is about understanding your audience and what they need and want on a whole different level. Then design a program to respond to it in a responsible way that delivers value at every point in the journey. Consider the insurers they can sell to and the clients they obviously need to serve and what they’re trying to achieve, he adds Genden. .

Wethington says he saw this as a roadmap to understanding who the best targets for Humana are.

“The purpose of this campaign was really to re-engage under-selling agents, which means they’re not selling well, or they’re not selling anything,” Wethington added. increase. “The aim was to re-engage them … and what we saw was that our approach proved effective. generated 5.5x more re-engagement than we originally predicted.”

Having more relevant communications and content based on agent needs has increased engagement 10x over previous levels, Wethington says.

“I think the broker has always been recognized as a really core element of our sales relationship and our relationship with the business,” she says. It’s actually the sort of operational adjustment that this pilot has brought to digital marketing and sales that supports the purpose of serving brokers.”