Physicians Mutual Insurance
Agency, Media & Research: PrecisionDemand
Physicians Mutual Insurance Company offers a wide variety of supplemental insurance to individuals, focusing on health, life and retirement needs. In 2011, Physicians Mutual was facing significant challenges with their traditional DRTV programs. The overall results for these campaigns were not as consistent, nor as profitable, as they needed to be.
Therefore, Physicians Mutual embraced a more scientific testing approach to media buying in 2012 in order to (a) identify the consumers who would be the best match for their insurance offers using cluster analysis and long-term value analysis, (b) target those consumers by measuring their concentration on media (c) understand cross-channel impact of their marketing programs using in-market experimental designs, and (d) coordinate their marketing programs to maximize their effects. These efforts have enabled Physicians Mutual to buy large broadcast television placements using predictive algorithms to manage call center staffing.