Deft Research adds value through the analysis of existing customer data.

This research strategy identifies WHERE a client is already doing well,
similar people living in the same neighborhoods are the best prospects.
The research results give clients targets, detailed prospect profiles,
and information for developing the marketing mix.

All health plans have lists of current customers. This analysis leverages the value of that list.

• First, Deft receives an enrollment file from a client health plan.
  The file contains customer addresses. Protected health information is not required.
• Working with our partner Claritas the enrollment records are
  matched to a geo-demographic classification. The location of each existing customer is classified,
  based on block-level or census tract population density, household income,
  age of householder, and other characteristics.
• We then summarize with Game Plan and Targeted Cluster Groups analyses.
  These tell us where our client is currently strongest, and how many prospects are in these strong markets.
• Finally we use additional demographic, lifestyle, media,
  and health behaviors to describe who these priority market segments are what their health behaviors
  are and what media channels are best for reaching them.

RESULTS

Deft clients use our reports to ascertain the size of market opportunities,
and to model the reaction of senior consumers to health plan marketing activities.
Deft’s reports support management’s resource allocations.

If you would like to discuss the uses of this research and how custom research works,
please call Rich Hamer at 612/436-8318 or email him at
rhamer@deftresearch.com

www.deftresearch.com

In some parts of the country retirees are the number one growth opportunity for Medicare Advantage plans and supplemental insurance carriers.

Deft’s Senior Market Dynamics - 2007 devotes an entire chapter to the behaviors and needs of retirees. A detailed research sampler and order form is available at SENIOR MARKET DYNAMICS 2007

TOP LINE RESULT

The following is drawn from Senior Market Dynamics - 2007

• the premium retirees pay reflects their experience and influences retirees’ outlook and behavior.
• retirees with higher premiums are less likely to feel their coverage has improved in the past two years, and they are more likely to feel their employer does not care about them.
• retirees with higher premiums are more likely to consider private health plans, to shop, and to switch.

Using Research

Deft clients use our reports to ascertain the size of market opportunities, and to model the reaction of senior consumers to health plan marketing activities. Deft’s reports support management’s resource allocations.

Our clients include Wellpoint, Kaiser, Tufts Health Plan, Optima Health, The Brookings Institution, The Segal Company, HMSA, Arcadian Health Plans, Highmark, Sierra Health Systems, BCBS of NC, Priority Health, SCAN Health Plan, CIGNA, BC of Idaho, Arkansas BCBS, Sutter Health, Pfizer, UAFC, and others.

If you would like to discuss the uses of this research and how custom research works, please call 612/436-8318 or email rhamer@deftresearch.com

612/436-8318.