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Financial advisors help women feel more secure. According to a recent survey by Securian Financial
Group and Opinion Research Corporation, women
who work with financial advisors are more informed
about their finances and more likely to participate
in all financial decisions. Women receiving
professional financial advice also were more likely
to feel “very financially secure” than those without
an advisor.
Low health literacy is a pain for patients and providers. As many as
90 million Americans, about half the adult population, suffer from low health literacy,
which means they either can’t obtain or understand the health information that
is necessary to make appropriate health care decisions. According to American
College of Physicians Foundation (ACPF), poor readers and non-English speakers
are most at risk.
Health plans address problems in disease management recruiting. Enrolling members with chronic illnesses in Disease Management (DM) is difficult
for most MCOs. Fears about identity theft and reluctance to discuss health and
lifestyle issues with strangers contribute to enrollment resistance. The DM
programs that have had the most recruiting success used advance publicity
about the program and introductory mailings that explain the program followed by
telephone contact.
Tech providers say ¡hola! to Hispanic market. With a population
of 43 million, Hispanics are the fastest-growing ethnic group
in America, and they have the second highest rate of cell
phone usage. So, it’s no surprise that technology companies
are targeting the young, tech-savvy Hispanic population with
bilingual store signs, brochures and customer service as well
as Latino community events and concert promotion.
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Play with me! Millennials prefer customizable, interactive media
After growing up with computers,
video games and cell phones,
the next generation of customers
expects marketing messages that are
personalized and engaging. According
to the latest Forrester Research
North American Consumer Technology
Adoption report, the “millennials,” ages
22 to 26, are the first generation to
spend more time online than they do
watching television. They also adopt
new technology faster than any other
generation, which means they are
more open to marketing messages
delivered by blogs, podcasts, mobile
and Web ads. The good news for
marketers is that the online media
they prefer is customizable and
interactive which leads to stronger
customer engagement.
Multichannel customization takes off
“Me marketing” seems to be replacing
“mass marketing,” as more and
more companies utilize customization
across an increasing number of
marketing channels. The 2006 Custom
Communications Report, a study
conducted by 1to1 Magazine and
Xerox Corp., found that 80 percent
of marketers surveyed reported
using customized communications.
Customization was reported across
direct mail, e-mail and Web sales
channels with most marketers
incorporating their highest levels of
customization in e-mails. Respondents
using heavy customization reported
sales gains of 25 percent or better
for personalized direct mail and
e-mail messages. In addition, more
than 43 percent plan to increase
the level of customization in marketing
messages over the next year. |
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