The launch of the MCDM (“Member-Centric Decision Management”) campaign in 2013 was seemingly driven by many technical restrictions, primarily with the way member data could be integrated with our design. Recent upgrades to the XMPie platform allowed us to think bigger and redesign the campaign to be more engaging and more effective (campaign to launch Summer 2015).
We worked closely with teams from Medical Informatics and Digital Marketing to create a highly personalized direct mail piece and email, targeting the needs of the individual member with the goal of directing them to take action to improve their heath.
Writing: Jan Powell
Development: Christie Hensley