How We’ve Mastered the Merchandise Incentives Process
Beginning in 2012, Vimarc branched out into a new category of healthcare marketing: member engagement. To achieve success, we implemented incentive programs, which began rewarding members with gift cards for healthy behaviors. Then we started offering branded merchandise as an alternative. Here’s why.
While branded merchandise is impactful for a variety of industries, we saw strong growth within the healthcare space. Not only does a branded merchandise campaign benefit members, it can also help healthcare companies achieve the following goals:
Retain members
Increase STAR ratings*
Provide a positive and premium brand experience
Incentivize members to close screening gaps
*STAR ratings assess how well Medicare Advantage and Part D plans perform. These ratings are calculated based on member experience, medical care, and plan administration.
With these strategies in mind, let’s dive into how we’ve helped healthcare clients reach their campaign goals.
Since 2021, Vimarc has worked with several healthcare clients to develop healthy living kits. These kits provide a different type of incentive for members—branded merchandise. When we begin planning a branded merchandise project, we work with the client to establish the project parameters. This is where we outline the goals, target audience, timing, and types of items our client would like to include.
Since we could be dealing with thousands of consumers and items, these projects can feel overwhelming. So to guide us with developing a plan, we like to break out each task into the following digestible steps:
Step 1: Select items
Step 2: Finalize estimate
Step 3: Develop artwork and provide it to merchandise partner
Step 4: Receive distribution list
Step 5: Confirm shipping details
Step 6: Begin kitting and fulfillment process
Step 7: Ship care kits
Let’s touch on a few of these steps.
ITEM SELECTION
It’s crucial to have a strategy behind choosing the items. Why? The type of product, its design, and the way it feels can make or break the consumer’s brand experience.
With every project, Vimarc works closely with our merchandise partner to narrow down the product selection. In addition, items can be tailored to the lifestyles of your consumers and are chosen to help meet campaign goals.
After reviewing multiple items and curated kit options, our recommendations are shared with the client. Outlined below are some of our favorite items that have been sent to healthcare members since 2021.
DISTRIBUTION LIST & SHIPPING
Two more significant pieces of the branded merchandise puzzle are the distribution list and shipping details. Within this part of the planning phase, it’s essential for us to ask the following questions upfront:
Are the items shipping to one location or multiple locations?
Which states are the items shipping to?
What is the quantity by state?
The answers help us determine accurate estimates for shipping costs and sales tax, as well as assist us with planning the fulfillment schedule. At this stage, we also specify how postage will be paid. Some clients use our partner’s USPS account, while others have their own account.
KITTING & FULFILLMENT
The experience of opening a package can be just as important as the quality of the items themselves. So we take this into consideration during the kitting and fulfillment stage, which involves printing materials, assembling envelopes or boxes, and staging branded merchandise. These processes move like clockwork to ensure thousands of kits are produced each day.
Once kitting is completed, the fulfillment center can ship directly to our clients for use at trade shows or with in-person member outreach. Another option is for the kits to be sent directly to identified consumers.
THE ALL-IMPORTANT RESULTS
Results can vary depending upon the project and whether the goal is to retain members, provide a positive brand experience, or increase STAR ratings. We’ve also seen results measured by membership surveys or by positive communication back to the health plan.
MORE EVIDENCE IN FAVOR OF BRANDED MERCHANDISE
There are many reasons to incorporate branded merchandise into your marketing plan. Just consider the stats below, which speak for themselves:
More than 94% of consumers like receiving branded merchandise
75% of consumers keep branded merchandise when it is useful
At least 85% would rather receive a branded product than an email
80% of consumers say branded merchandise makes an experience more enjoyable
While these numbers are certainly eye-catching, choosing branded items based on a well-thought-out plan will truly make the experience even better for your consumers or members. So whether you’re thinking about providing one item or a curated box with several items, Vimarc can help you tailor your program to meet your goals while providing the greatest benefit to those you serve.
