Progressive Medical, Inc. – Award-winning, targeted retention campaign
Client
Progressive Medical, Inc. – Award-winning, targeted retention campaign
Services provided:
Client: Progressive Medical
Project: Direct Mail Campaign – Frazzled Fran
Situation
Progressive Medical is an industry leader in cost management, specializing in efficient, cost-effective and service-oriented workers compensation and auto no-fault solutions. Looking to maintain and increase referrals from existing clients, Progressive Medical sought to target workers’ comp claim adjustors with specific messaging. First, they wished to thank the adjustors that were currently using Progressive Medical services. Second, Progressive Medical wanted to position themselves as a go-to resource for adjustors, making their days less hectic and more productive. And finally, Progressive Medical wanted to educate clients on Progressive Medical service offerings.
Strategy
Marketing Works completed extensive marketing research, focusing on “a day in the life of an adjustor.” Using the market findings, Marketing Works planned and implemented a direct-marketing campaign, focusing around a newly created character, Frazzled Fran. The character was created with specific relatable appeal for the majority of adjustors. Each season, direct mail was sent, highlighting a different Progressive Medical service. These service highlights were accompanied by games, gifts and fun ways to remind the adjustors that Progressive Medical is looking out for them.
Results
Results of the campaign designed by Marketing Works have been both notable and measurable. Overall average response rate was six percent per quarter, with one quarter peaking at 24 percent. Referrals increased by as much as 14 percent. Distribution and analysis of a year-end survey showed that the campaign’s messages resonated with 90 percent of participants. This campaign also won the 2010 Achievement in Marketing Award.http://marketing-works.net/wp-content/uploads/2011/09/pmi_retention2_no_gift_final-22.jpg