KBM Group Social Media Research Points to Seven Ways to Improve Medicare Marketing

Social Media Plays Role in Understanding Prospect and Member Concerns

Richardson, Texas, November 15, 2011 – KBM Group’s health services practice commissioned the company’s Marketing Intelligence team to conduct social media research on consumer attitudes, thinking and concerns regarding private Medicare plans.

As the leader in data-driven, knowledge based marketing services for the health care insurance industry, the company wanted to learn about Medicare consumers’ social media participation as well as what they were thinking and saying – in their own words and in unguided conversation – about Medicare-related issues.   Social media, an important new area to research, gives data-based marketers not only access to high-volumes of consumer conversations but also insight into consumer preferences regarding media, messaging and marketing segments.

The company wanted to know:

• Do consumers understand Medicare rules and products?
• What is their reaction to private Medicare marketing efforts?
• How insurers can use online listening technologies to gather actionable insights?

Based on the results of its research, KBM Group published a white paper entitled, “Online Listening about Medicare:  Process, Insights and Strategies…Seven Ways to Improve Medicare Marketing with Listening Insights.”   The paper:

• Discusses how seniors are using social media
• Explains the social media listening process and shares results of the company’s research
• Provides seven strategies to improve Medicare marketing based on research insights

“The top-line findings from our Medicare research shed much light on how health care insurers can win new members and keep the members they have,” notes Dennis Barnes, Jr., president of KBM Group Health Services.  “Knowing not only what consumers think but also knowing how they feel gives insurers powerful insights into how to approach the marketplace, from product design to marketing campaign strategies, including tone and messages.  In addition, it indicates to insurers where the conversations are taking place and what specific issues drive those conversations.”

Barnes emphasizes, “ Perhaps most important, it allows for a feedback loop so that messages and channels can be continuously refined and adjusted for continuous improvement in engaging consumers.

To obtain a copy of the white paper, call (800) 769-0483; email info@kbmg.com, or go to the company’s website, www.kbmg.com.

About KBM Group
KBM Group is the global leader in knowledge-based marketing solutions. Expert in both digital and traditional direct marketing, KBM Group helps companies manage, analyze and optimize marketing data to engage more effectively with their customers and prospects. KBM Group’s integrated, world-class solutions include strategic consulting, digital services, database services, analytics, marketing management, response services and data. The company has 35 offices in 21 countries serving global, enterprise and B2B2C-focused companies. KBM Group’s parent company, Wunderman is part of Young & Rubicam Group and a member of WPP (NASDAQ: WPPGY). www.kbmg.com.