Optima Health Plan has launched an 80,0000-piece lead-generation campaign targeting small businesses in Virginia.
The health maintenance organization’s mailing, which runs through September, is aimed at benefit managers in companies employing between two and 500 people, said Spyros Kourtis, president of the Hacker Group, Optima’s Bellevue, WA agency.
Kourtis added that this drop’s cost per lead is about $30, vs. the more than $100-per-lead price tag for the one-step direct mail process Optima used previously.
The Hampton Roads, VA company is looking for a 2% to 3% response rate. Of this number, Optima hopes that 35% will ask for an insurance quote.
After each mailing, Optima’s telemarketing representatives further qualify the leads. The initial lists for this campaign came from compiled sources such as D&B as well as industry publications and seminars.
Next, Optima surveys benefit managers at area companies using a system developed by Hacker. This effort, which offers a free calculator or a glow-in-the-dark pen as a premium, has resulted in response rates of 4% to 8%, Kourtis said.
After the campaign is completed, Optima may establish a lead-nurturing program, as many prospects will only be interested when their firms’ insurance policies expire. At press time, no movement had been made in this direction.
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