Background
The Health Insurance Group is one of the largest healthcare specialist intermediaries in the UK. It has over 30,000 clients and manages £85m annual premium.
The Group finds exclusive and preferential cover for businesses and individuals by developing strong relationships with household names like AVIVA, AXA PPP Healthcare and BUPA as well as smaller, specialist healthcare insurers. This requires not only accurate data but also careful customer profiling.
Objectives
The challenge was two-fold: Firstly, to access high quality, reliable data on an ongoing basis to identify and generate business leads from 1 million records. Secondly, to improve the ‘hit rate’ by cleansing contacts in their existing CRM system. This system included data from dozens of different sources.
What we did
To access accurate data on potential healthcare insurers, Marketscan introduced an online package called Telephone Generator. This enables users to select and download relevant data, when required, without duplicating contacts in their existing CRM system.
While Telephone Generator helped The Health Insurance Group identify and target new business leads, there was no way of knowing if the records on the Group’s existing CRM system were accurate. To overcome this potential problem, Marketscan introduced DataPro, a sophisticated package designed to cleanse and analyse existing records. DataPro enabled the Group to profile the best prospects in its top 20 market sectors. With the records fully cleansed and the best prospects identified, Marketscan introduced a second Telephone Generator to provide even higher quality leads.
Using DataPro, Marketscan:
- Loaded data on to Marketscan secure servers
- Corrected inaccurate and missing records in accordance with the Postcode Address File (PAF)
- Flagged duplicate data and records which didn’t match Marketscan’s database, Megabase™
- Checked email formats and appended employee size, turnover, industry description and phone numbers where available
- Created an exclusion file to remove existing data from any new data supply
- Produced a Market Penetration Report and identified sizes of untapped markets
Client benefits
The Health Insurance Group now has a real view of who its clients are rather than a perceived view. The database upgrade was far cheaper than telecanvassing and provides a better understanding of key clients in key sectors. Dave Spurr, the Group’s Data/Dialler Manager, said they had worked with Marketscan for many years because of price, performance, and above all, the “ease of access” to the Marketscan database. He added: “Marketscan’s account handler speaks to me once or twice a month. Basically, he has an understanding of our needs. Since we have increased the accuracy of our database and become more focused, in the last 12 months we have seen a 100% growth in our year on year results.”
Solutions used
Telephone Generator for online data delivery
DataPro for data cleansing and analysis
