It was critically important for our team to help EyeMed develop a strategy that would enable regular communication while keeping content valuable for the brand’s target audiences. This meant not only finding the correct cadence, but also the correct channels and the right messaging – all by segment. We focused our overall messaging strategy on continued connection with different types of providers and support staff through a multi-channel approach. To ensure providers and staff could engage when their schedules allowed, we kept initial communications ‘bite-sized’ with access to additional learning materials on the company’s self-service portal so that they could dig deeper later.
The initial multi-channel campaign included brief custom HTML emails and postcard mailer with a reminder magnet promoting the key features of the EyeMed self-service portal site. Both directed recipients to the portal to explore motion graphics, eLearning modules, plan information and more.
It generated excitement and improved provider engagement rates with the portal. Building on the success of the communication model, we partnered with EyeMed on similar campaigns like communicating the user-driven enhancements to the remittance advices used to reconcile billing.