Quad/Graphics has developed a specialized attitudinal model that helps health insurers drive deeper connections with consumers while reducing the costs to acquire and serve members. The model is based on nationally representative, primary research about what consumers value most from their health insurance. “Marketers know segmentation is critical, but relying solely on traditional inputs like demographics, response or conversion just isn’t enough in today’s oversaturated marketplace,” said Jennifer Hickman, Head of Strategy for Health at Quad.
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