Omnichannel Marketing Mix Helps Payer Add 10,000+ New Members | Healthcare
4/14/2026
Iridio℠ by RRD delivers a data-driven omnichannel media campaign, helps healthcare payer recover lost customers
CHALLENGE
A regional healthcare payer lost half their members the previous year and sought to restore membership quickly while also controlling costs. Their current marketing efforts were fragmented and cost-prohibitive — direct mail was their primary channel, as digital had been tried before without significant results. Rising mail costs and a high medical loss ratio added further pressure.
The payer’s brand awareness varied widely by county, and market share continued to slip as channels operated in isolation, limiting overall effectiveness. Leadership needed a more coordinated omnichannel strategy to rebuild trust and deliver measurable growth.
SOLUTION
Iridio by RRD was chosen to power a fully integrated member engagement strategy built on data and coordinated execution. The Iridio team first analyzed the payer’s first-party data and used advanced modeling to identify their ideal audiences and the best time and channel to reach them.
Iridio then deployed a variable, omnichannel mix of Social Media Marketing, Direct Mail, and Media solutions, including Connected TV and Display ads, tailored to the unique needs of each region. Digital channels were reintroduced and integrated with direct mail to expand reach and improve performance. Iridio oversaw messaging, channels, and timing to create consistent brand experiences across print and digital.
Iridio’s coordinated omnichannel approach was designed to outperform the payer’s previous single-channel strategies. Operating as a unified engine, campaigns were engineered to move faster, with seamless handoffs across channels.
RESULTS
Iridio delivered immediate and measurable gains in membership, efficiency, and brand strength, improving performance while enabling the payer to operate more effectively within budget constraints. Key outcomes included:
- Added 10,000+ new members across targeted counties
- Recovered prior-year membership losses
- Strengthened brand visibility and market competitiveness
- Reduced operational strain while meeting targets within a lean budget