A Marketing Malady
As a healthcare provider serving over 3.3 million people worldwide, WellCare has thousands of agents in the field. The company is committed to supporting those agents with marketing and sales materials that help them to promote and grow their individual businesses.
To that end, the company wanted to give each agent the ability to create a personalized website for online promotions and lead generation, but they were concerned about three things:
- How to maintain brand consistency across thousands of agent websites.
- How to easily manage content for thousands of agents, with different contact information, areas of expertise, events, etc.
- How to track lead data, so each agent receives the proper credit for new business opportunities.
To answer these questions and find a solution, the company turned to Roger West.
A Personalized Remedy
To help the company maintain brand consistency across all devices on the web, Roger West designed and developed a responsive microsite template within a content management solution. Agents are then able to use the template to create a personalized web page, and the content management system makes it easy for them to add or edit content on their own website. Roger West even created a custom event management tool in the CMS, which allows agents to easily add and promote their own events.
To solve the problem with data tracking, Roger West assigned a unique permanent URL, or PURL, to each agent microsite and integrated a variety of robust analytics and redirect tracking methods. This allows the company to track visitor interactions on each individual agent microsite, even if the visitor leaves the agent site and completes an action on the main WellCare website. Therefore, when a lead is generated or when a sale takes place, the referring agent receives proper credit.
The Healthy Results
This microsite solution now gives WellCare the ability to provide a powerful marketing tool to every single one of their agents across the nation, without having to worry about interrupting brand consistency, managing tons of content, or losing lead source data. Instead, WellCare agents now have the freedom and confidence to build a strong web presence across all devices, so they can generate leads wherever their prospects might be: on a desktop, tablet or mobile device.
WellCare Health Plans, Inc. provides managed care services targeted to government-sponsored health care programs, focusing on Medicaid and Medicare. Headquartered in Tampa, FL, WellCare offers a variety of health plans for families, children, and the aged, blind, and disabled, as well as prescription drug plans. The company served approximately 4.1 million members nationwide as of March 31, 2017.
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