THE TEMBERTON APPROACH

HealthCare Solutions

The healthcare industry is under pressure from escalating competition, consumer demands, and rising costs of health services. Healthcare organizations can maintain a competitive edge in face of these challenges by using business analytics to support their sales, marketing, and customer service efforts.

“Ben was great at partnering with the sales and IT teams – his product was a seamless fit with the overall solution. I was especially impressed with his ability
to jump into the project, quickly understand the business need, and add value
from the start.”

Health Insurance Companies

For insurance companies, retaining existing customers is clearly more cost-effective than having to counter high attrition rates with expensive acquisition efforts. To remain profitable, health insurance companies must face the mounting challenges of both acquiring policyholders and maintaining customer loyalty. Acquisition and retention strategies are best developed using powerful data management and modeling techniques that can analyze and predict customer behavior while also considering customer lifetime value (CLV) –an individual’s predicted profitability over time – as a key factor.

Healthcare Provider Organizations

In times of tightening purse strings, healthcare provider organizations are hard-pressed to limit their expenditures while maximizing the outcomes of their sales and marketing efforts. At the same time, the complexity of today’s marketing environment – the sheer volume of customers, products, and communications channels involved in campaigns – makes it impossible to succeed using outdated approaches. By careful planning and prioritization of marketing campaigns, using predictive analytics and optimization techniques, companies can gain insight into the factors that influence the outcomes of marketing campaigns. Developing insight-based strategies allows healthcare companies to get their message out to the right people more effectively and at an overall lower cost.

What We Offer

Temberton has been providing healthcare companies with sophisticated data management and predictive analytics support for over twenty years. Our long-term experience affords us insight into the challenges healthcare executives face and the complex variables that impact profitability in this industry. We know how business intelligence tools can best be put to work in healthcare organizations to dramatically improve business outcomes. Our services include:

  • Skillful data management that guarantees clean, consistent, accurate, and timely data
  • Powerful data mining and analytics that predict customer behavior
  • Customer segmentation based on demographic, geographic, and behavioral data
  • Optimization techniques that allow marketers to evaluate multiple campaigns simultaneously
  • Easy-to-use reporting tools that keep decision makers apprised of the latest information
x Healthcare Case Study 1

Boosting Sales with a Targeting Strategy

Challenge

When the sales organization for one of the nation’s largest health insurers needed to develop a well-honed targeting strategy, they turned to Temberton to provide the analytic and tactical support. The desired approach was to identify large companies (5,000+ employees) for new business sales of group insurance products, and also to find opportunities to penetrate deeper into the company’s existing client base. Since there are a limited number of “large companies” is the United States, targeting strategies for this segment had to be sophisticated, well planned, and built on a solid analytic and delivery platform in order to succeed.

Solution

Temberton began the process by developing a large, sophisticated, MSA-level database of potential target companies, drawing on external and internal data sources. The database had to account for multiple variables, including healthcare provider capabilities in regional and national networks, prospective target companies’ history of purchasing health insurance, and the insurer’s relative market strength in diverse MSAs. Targeting was refined by developing both responder and market differentiation models to rank current and potential membership in terms of likelihood to buy.

Outcomes

This technique helped the insurer optimize its sales effort by targeting those companies where sales opportunities were highest, and also by revealing opportunities for deeper penetration into current clients. With the advantage of a more refined targeting strategy, our client was able to grow its business by significantly more than expected. As an added benefit, Temberton was able to build on the core database compiled for this project by bringing in additional marketing data, extending the gains of the initial project. Over the next two years, Temberton followed up the targeting efforts with tactical support that included telemarketing overlays and the development of a customized CRM tool.

x Healthcare Case Study 2

Tracking and Monitoring Healthcare Sales

Challenge

One of the greatest challenges for sales organizations is converting the prospect to an actual customer. In the healthcare industry, this challenge is often compounded by the number of parties that may be involved in approving and onboarding a member. Prospects often get lost in the sales cycle because of lack of proper tracking and accountability in the sales process. Temberton’s client, a large regional provider of comprehensive care for the elderly (PACE programs), was setting an aggressive annual sales goal and needed a seamless sales process.

Solution

Bringing together all parties involved in the sales process – from regional sales teams to Operations and IT - Temberton was able to listen to their client’s challenges, quickly understand the sales and approval process, and set up a sales tracking process to make sure that each lead was monitored, tracked and supported throughout the sales cycle. By combining multiple data feeds into an automated sales pipeline report in easily understandable visual format, Temberton was able to accomplish the business goal: introducing a high level of control and accountability around the sales process.

Outcomes

With the healthcare provider’s new ability to identify the next step in the sales cycle and the party responsible for that step, annual sales results far exceeded the aggressive sales goals set by management.