All organizations, no matter measurement, face limitations on advertising and marketing and gross sales assets. For print service suppliers this implies specializing in high-growth alternatives. Yearly, Printing Impressions publishes a “Sizzling Markets” report that tasks the highest 25 industries that may procure billions of {dollars} price of printing. These prime 25 industries ought to seem on the gross sales prospecting lists of printing corporations in 2023. (Click on right here to obtain the 2022 Sizzling Markets report.)

Healthcare is a prime trade on the record. A subsegment of the healthcare market that purchases giant volumes of print is healthcare insurance coverage. Medical health insurance suppliers are driving will increase in print demand as a result of shoppers want clear, concise communications in a really advanced decision-making course of. Print demand contains every thing from advertising and marketing supplies to insurance coverage insurance policies, EOBs (rationalization of advantages), and ID playing cards. As well as, each month 10,000 People flip age 65, including to the necessity to aggressively market Medicare dietary supplements and benefit plans. Medical health insurance suppliers are leveraging an array of selling strategies to seize this chance, whereas working exhausting to retain their loyal base of current clients.

United Mail is a printing firm that has benefitted by focusing closely on the healthcare insurance coverage market. Based in 1980, the corporate focuses on providing data-driven communications to complement connections between corporations and their audiences. With areas in Louisville, KY, and Cincinnati, OH, United Mail serves small-to-medium companies and Fortune 500 corporations nationwide. The corporate has greater than 150,000 sq. ft. of workplace and warehouse area, 250 staff, an expansive logistics community, and gives an array of conventional and digital providers. With its concentrate on the healthcare section and safe communications, United Mail is SOC 2 Sort 2, HITRUST CSF, and ISO 9001 licensed.

Dayna Neumann

Dayna Neumann, the corporate’s chief gross sales and advertising and marketing officer, understands the worth in specializing in the medical health insurance market. She stories that almost all of medical health insurance suppliers United Mail serves are organized by groups that help pre- and post-sales. The post-sales workforce works on buyer retention throughout renewal time and all year long, whereas the pre-sales acquisition workforce is working exhausting to draw new purchasers in a really aggressive atmosphere.

A key precedence of the corporate’s medical health insurance purchasers is new buyer acquisition. “The acquisition facet focuses on postcards, self-mailers, and data-driven programmatic approaches,” Neumann says. “In parallel, the Heart for Medicare and Medicaid Services (CMS) has plenty of stringent communications necessities for potential and present insured clients — all requiring rapid-turnaround, personalised communications. Our funding in automation expertise allows us to take a number of information feeds day by day to ship these necessary communications. These data-driven functions additionally leverage our Canon inkjet expertise to make sure we meet each high quality necessities for advertising and marketing supplies in addition to turnaround occasions for regulatory communications,” she provides.

The medical health insurance market has opened new income streams for digital communications. To make purchasers’ funding in unsolicited mail work tougher, United Mail developed an omnichannel platform referred to as Sync. The platform turns a single mail piece impression into a number of impressions to the identical viewers throughout a number of platforms. United Mail begins with the medical health insurance supplier’s current mailing record and provides digital communication channel providers, making a 20% to 40% enhance in responses versus utilizing mail alone. The platform maximizes mailing record publicity by offering social media adverts; on-line follow-up, ought to a shopper go away the web site with out taking an motion; Knowledgeable Supply emails; and lead matches for prospects visiting their web sites.

Neuman explains, “This market isn’t for the feint of coronary heart. United Mail has invested closely to be a market chief. This contains manufacturing inkjet expertise; camera-verified, high-speed inserting gear; annual investments in SOC 2 Sort 2 and HITRUST compliance; software program infrastructure for data-driven communications; and the correct staffing to ship. Our gross sales and advertising and marketing groups are true college students of our clients’ companies and are trusted advisors.

“Our concentrate on this scorching market has contributed 10% year-over-year income development at United Mail,” she concludes. “Because the inhabitants ages, it is a chance that we see contributing to each near-term and long-term success.”