ONE-TO-ONE MARKETING - CASE STUDY Problem Situation One of the nation’s largest consumer health organizations, serving over 3 million heath plan members and 9 million specialty plan members nationwide, needed a sophisticated solution to qualify and manage leads generated from targeted, multi-media marketing campaigns. Alta Resources Solution Alta Resources developed a solution to intake and create one-to-one communications with multi-media leads that would handle large volumes, integrate data across media to promote further targeting and one-to-one messaging and utilize decision logic to route leads quickly through the most appropriate channels. Web microsite development technology was also introduced to enable marketing personnel to develop and manage targeted marketing campaigns without the need for technical web development support. People – Highly trained representatives handling an average of 5,000 calls each month using English, Spanish and Chinese languages. Representatives have full visibility over the marketing campaigns and communications through all media, allowing them to provide a unified face to the marketing efforts. Representatives also place follow-up calls to individual consumers requesting further information, making the one-to-one contact even more personalized. Process – One-to-one marketing solution is provided through the execution of the four key processes of market planning / scheduling, campaign administration, campaign execution and list management processes. Inbound leads are integrated through telephone, web and business reply card sources, qualified and, utilizing sound decision logic, routed to the most appropriate follow-up channel. Technology – Alta CRM is integrated with telephony, search engine marketing and web microsite development technology to provide a powerful platform for executing one-to-one marketing. This technology solution allows for an integrated view of each lead as they are managed through the lead process to a completed sale, creating powerful one-to-one opportunities and the measurement and analysis tools to track marketing effectiveness and sales conversion. Results Alta Resources has sourced over 106,000 leads at an average cost per contact of less than $4.00. 82% of all contacts are turned into leads. Marketing creates 90% of marketing campaign web microsites without IT intervention and can manage up to 150 campaigns at one time. Goals set to monitor call quality have consistently been exceeded. Incremental sales have been driven through the program by the addition of outbound call campaigns to generate new leads along with retention programs for existing members. Additional cost reduction has been achieved through business processing automation and integrated fulfillment services.