News and views to improve the strength and vigor of all your direct response marketing activity.

Q: I work for a regional health plan. COVID-19 dominated everything in 2020, including marketing efforts. And it’s still not over. How should we continue to effectively communicate with our members about COVID-19 to reduce the risk of scams? – Pandemic Pondering

A: Though it’s been over a year since COVID-19 started, most health experts believe it’s not going anywhere anytime soon. With mutations and vaccines constantly in the news, it’s important that your membership understands one thing — you’re connected to the most up-to-date information and that you’re going to ensure that your members get this information as soon as you do.

Don’t leave your members guessing about where they can get help. “In all communications, be sure you’re providing solutions, like calling out free benefits and services related to COVID testing, 24-hour Nurse Hotlines, or free Telehealth,” says Janine Taylor, Account Manager at DMW. “To avoid the risk of scams, ensure you provide valid contact information for members to reach you to discuss benefits or concerns around COVID-19.”

Things are ever-changing in terms of COVID-19 (where you can get a shot, who can get a shot, what to do after you are vaccinated, etc.). Email and social media campaigns are a quick way to get out a simple, time-sensitive message — from updates to communications you’ve already sent, to brand new information.

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