ROCHESTER, NY: Medco and Xerox recently launched a healthcare communication delivery platform that allows Medco to tap into Xerox's communication and marketing services in order to communicate with customers in a more targeted and efficient way.
Knowing that consumers of various ages and backgrounds often prefer to receive health and benefits information in different ways, the companies worked together to develop a platform that fits Medco's strategy of communicating with customers via the channels they prefer, including direct mail, e-mail, text, and social media.
“It is vitally important for Medco to provide communications capabilities across digital channels, said Jon Hollander, VP of enterprise content and campaign management at Medco. “The growth rate of smart phones and tablet computers are game changers. It is no longer sufficient to only support direct mail, phone, and email channels.”
Customers who opt-in and provide information on the way they would like to be contacted will receive targeted information from Medco on a variety of topics, including bill payment reminders and information on more affordable medications for conditions they have.The company is also using Twitter and Facebook for additional outreach.
In addition to direct consumer-facing communications, the platform allows Medco to work with HR directors at various companies to communicate with their employees on a broader level using digital channels.
“This all fits in with the strategy of being able to take advantage of all the different channels of communication,” said Doug Helmink, SVP of communications and marketing services at Xerox.
Besides developing deeper and better relationships with customers by delivering information in the ways they prefer, the digital communications offering also benefits Medco because it is cheaper and more environmentally friendly than sending all information through the mail. Thus, Xerox is also helping promote the digital offerings to consumers and encouraging them to opt-in.
While the service currently only targets Medco customers, the company hopes that in the future it will be able to reach out to physicians through these channels as well. Currently in a five-year contract, Medco and Xerox's customer-focused platform is likely to continue to evolve and include more offerings in the future.
“We will continue to look to bring solutions to the market that will leverage digital channels, both traditional and emerging,” Hollander said.