WellPoint adopts consumer-focused marketing


The health reform law is bringing about some positive changes for WellPoint's marketing program, says its chief marketing exec. For the first time, the insurer is looking at the end-to-end consumer experience, which is helping it better acquire new members, retain existing ones, and improve cross-selling.

Before the law, the role of marketing at WellPoint was "decentralized," acting primarily as a "sales function than a strategic driver for the business," Kate Quinn, WellPoint's chief marketing officer, told Forbes. "Today, we're playing a more strategic role and leading the way to help the rest of the business understand what it means to be consumer focused."

Marketing is so critical to WellPoint's future, Quinn said, that the insurer has spent the last year making "considerable progress building best-in-class talent, programs, and capabilities to support all of WellPoint's business areas."

As part of its overall goal to integrate the consumer voice into everyday business decisions, WellPoint has started looking at the end-to-end consumer experience to find room for improvements. "It's been revealing for us to see parts of the experience from their view, many of which we don't even control," Quinn said. For example, the insurer wants to ensure its members have a smooth experience at their doctor visits, so it's examining what administrative changes can be made to make it better.

To learn more:
- read the Forbes article

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