Webinar: Learn how consumerism and direct-to-consumer models are transforming health and benefits delivery

July 27, 2016 0 Comments

Digitally enabled and connected customers are looking for choice, transparency, simplicity, and personalized experiences when it comes to the products and services they buy. To the digitally empowered customer, products and pricing matter less.  Experiences matter more. As a consequence, 89% of marketers are prioritizing the customer experience as the focal point of the branding, design, delivery and differentiation of their products and services by next year, according to Gartner.

In response, marketers across a wide range of industries are actively working to develop Direct-to-Customer (DTC) models that directly engage customers using social, mobile, and digital channels and devices. The number of manufacturers selling directly to consumers is expected to grow 71% this year to more than 40% of all manufacturers. And over a third of consumers report they bought directly from a brand manufacturer’s web site last year. DTC graphicDirect-to-Customer innovators report significant improvement across every measure of customer engagement – awareness, acquisition, satisfaction, mindshare, and profitability.  Marketing leaders like Nike  have demonstrated that the convenience, personalization and choice that direct channels deliver can improve profits by supporting price with value and improving margins.  Nike learned that customers will pay $170 for the option to customize their own gear using their online sites.

In a world where we can chose from hundreds of bottled waters and thousands of television channels, it should come as no surprise that digitally empowered and connected consumers are looking for choice when it comes to their health care and benefits as well. Enabled by mobile and social access, consumers are researching, evaluating, and personalizing their choices for services, treatments, and providers; asking questions of their doctors and insurers; and realizing they have power over these decisions.

So what does this move to more personalized and direct to consumer engagement mean for employee benefits providers?

To answer this question, Stephen Diorio of Profitable Channels provides a marketers perspective to the challenge of directly engaging consumers  and providing a wide range of individualized and simple to understand benefits choices.  In this webinar, Mr. Diorio leads a panel of experts with real  to address how market leaders are leveraging technology, data, and content to challenge conventional thinking about the paradox of choice and the status quo in benefits delivery by empowering people to make their own benefits selections. Supported by real world data and case studies, this session delves into how:

1. Consumerism is changing the way insurance carriers, consultants, and brokers customize, market, and deliver their solutions to consumers;
2. Businesses that adopt direct-to-consumer benefits models are realizing unprecedented increases in the level of consumer engagement, trust, satisfaction, and perceptions of value;
3. Employers are delivering more choice in response to the consumerism movement, and doing it in ways that are simple for employees.

Our experts will give examples of how progressive employers are configuring digital exchanges to “shop” for, configure, and customize their benefits so their employees value the dollar contribution their employer has made almost twice as much as industry norms.  You will learn how delivering customers transparency, expanded choices, and the ability to personalize benefits can effectively double the impact of your investment in your employees in terms of the metrics that matters most – employee retention and satisfaction.

To listen to a recording of this educational webinar click here.Listen to wEbinar

About the Author:

Stephen Diorio is an established authority in growth and go-to-market innovation with over 25 years of experience helping CEOs, Boards, and CMOs create new growth and enterprise value by leveraging advanced marketing practices and digital technology. He is the lead analyst in the Forbes Marketing Accountability Initiative and a Partner in Profitable Channels where he helps CEOs, Boards and CMOs create new growth and enterprise value by leveraging advanced marketing practices and digital technology. I've helped hundreds of marketing leaders take advantage of the most current marketing best practices and digital technology to grow faster, differentiate their customer experience, and reduce selling costs. He has helped over one hundred leading sales organizations drive net new growth—including Merrill Lynch, Intuit, Armstrong, American Express, CBS, DuPont, IBM, Janus Funds, Morgan Stanley, Ricoh, SunTrust Bank, Staples, UPS, and US Bank. He a Director of the Brand Publishing Institute, and Author of Beyond e: 12 Ways Technology Will Transform Sales & Marketing Strategy (McGraw-Hill). Mr. Diorio holds an MBA in Marketing from the University of Chicago and a B.S. in Engineering from Bucknell University.

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