Simplified Communications Architecture – Senior Markets

With no rational system in place for developing marketing communications company-wide, Universal American’s in-house creative staff was forced to reinvent the wheel with each new communications initiative or product launch. The result: Materials that were redundant, voluminous and costly. The company had created some 550 versions of 70 distinct pieces just to promote four products for the senior market.

After interviewing marketing managers, production and facilities personnel, compliance and underwriting experts – and conducting a concurrent design and content review of the in-scope documents – we created a new, simplified structure organized around customer needs rather than product features. The new system better reflected UAFC’s status as a provider, addressed compliance needs and facilitated clearer communications and cross-selling – all while better allocating production dollars across the system.