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Health Insurance Organization Grows Member Enrollment | Customer Story | ON24

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Health insurance organization grows member enrollment by 50% with ON24

  • 9

    net-new pages created per day

  • 1

    month saved per year in manual process

  • 50%

    increase in member enrollment

Capabilities

Use Cases

Number of Employees

  • 10,000+

Introduction

This health insurance organization uses ON24 to deliver a variety of digital experience types that educate and engage highly-targeted audiences, from current and prospective members to large corporate accounts.

Problem

This health insurance organization’s team supports the account management team with a charter to grow member enrollment by showcasing the value of their health insurance plans to large corporate accounts and their respective employees, or prospective members.

To do this, the team must first educate employers on their various benefit package types and wellness program offerings, which include onsite employee vaccinations, biometric screenings, health education and more. By engaging directly with employees through these wellness programs, the team is able to build meaningful relationships and help members choose the most appropriate health plan for them.

With so many benefits to offer and audiences to address, the team needed a way to quickly create and deliver highly educational and personalized experiences to their members. And, most importantly, those experiences needed to capture all the interactions members had with the content, and integrate those insights with their CRM system to maintain a 360-degree view of their members’ journey.

With just a week and a half until open enrollment season, they needed to get up and running, fast.

Solution

The enterprise health insurance organization chose ON24 for its ability to efficiently scale the execution of their membership programs while increasing member engagement and conversion rate to enrollment.

With ON24, they are able to build thousands of uniquely customized experiences all from one platform. With consistent branding and interactivity tools, the team can design each experience to promote specific healthcare plans and benefits to different target segments. Then, through the analytics provided by ON24, they can capture, measure and report on members’ relative interest levels in different healthcare plans being promoted, use those details to personalize follow-up and increase the enrollment conversion rate of their prospective members. Because every experience uses the same integration to capture and pass data to their MAP and CRM systems, the team was able to save weeks of manual work while enriching their membership insights.

The team also gains efficiency by being able to consolidate multiple program and content types into one platform, including: personalized landing pages showcasing customized benefit packages; large-scale virtual events to support corporate wellness days; engaging webinars focused on a variety of workspace topics; content hubs for access to additional resources; and interactive forum-style events for small group and even 1:1 discussions.

“ON24 gives us the ability to create experiences for each of our unique audiences and business goals, at scale,” said the team’s Virtual Platform Manager. “By building templates of our experiences, we are able to quickly duplicate, customize and deliver thousands of experiences, with no additional staff or resources.”

For example, by creating one master template, the team is able to stand up 125 highly-targeted landing pages in just a week and a half. These pages linked to virtual conference centers which link to webinars which linked to content hubs “and so on and so forth, all with one single link.”

This keeps audiences on continuous journeys with their content, ultimately enabling prospects to self-educate their way to an enrollment decision.

Every experience, whether live or on demand, includes built-in audience engagement tools and customized CTAs that enable audiences to ask questions, access additional resources, respond to surveys and polls, and chat with session presenters. “ON24 engagement tools make it possible for us to interact directly with our audiences, in real time, without actually needing to staff the event,” said the team’s Virtual Platform Manager.

With ON24, insights are captured, stored and unified all in a single platform, making it easy for the team to better understand their audiences, identify top-performing content and customize benefit packages.

To get the most out of data collected, they leverage an integration between ON24 and Salesforce. This integration auto-populates data directly into the department’s CRM workflow, triggering follow up and empowering sales teams with the insights they needto make warmer introductions and more effectively convert prospects into members.

“ON24 gives us the ability to create experiences for each of our unique audiences and business goals at scale. By having templates across all of our experiences — from webinars to targeted landing pages — we are able to quickly deliver hundreds of custom experiences and engage thousands of our members.”

Virtual Platform Manager

Results

With ON24, the team was able to draw over 500 registrants per webinar increasing member enrollment by 50%, create 125 personalized target pages in just a week and a half, and scale to much larger audiences while saving valuable time and resources.

“ON24 made it possible for us to truly scale our member enrollment programs.”

“With ON24, we are able to leverage data to better understand our audiences, so we can strategically identify our top-performing content and double down on our success.”

Virtual Platform Manager

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