When Blue Cross Blue Shield of New Hampshire revised their communication strategy they had already done interviews with several of the important stakeholders, including the subscribers. To understand the results of the change in communications they will need to re-interview many of the same demographics to see the change.
Additional measurements should be taken to see how comprehensive the reach was. By doing interviews or surveys of prospective insurance purchasers they can see if they have moved above any of the competition as target providers.
The communications with local offices can be done with satisfaction surveys. They could also review locations to see if the local offices are compliant with broadcasting the new messages.
No comments:
Post a Comment