HealthEast Care System is the largest health care provider in the Minneapolis-St. Paul East Metro area. HealthEast needed a vehicle to kick off a new women's membership program called Seasons of a Woman (SOAW). SOAW's mission is to provide valuable health information to women of all ages through each of their life stages while directing them to services found in the HealthEast Care System.
In 2010, Navigator was looking to deepen its relationships with members and increase retention rates.
HealthEast hired BlueSpire Strategic Marketing to design an email marketing campaign to promote SOAW. The e-publication features five health articles – one of which is always exercise-related and another which focuses on nutrition information. Design direction included soft visual elements and pastel colors, and inclusion of the SOAW logo. Visual diversity (age, ethnicity, etc.) is important. The publication is emailed exclusively to members.
HealthEast's email publication takes advantage of BlueSpire’s share-to-social email feature. This feature allows readers to quickly share content from HealthEast's publication via Twitter. BlueSpire has worked with HealthEast on three major print publications for its hospitals' communities and also designs and sends another e-publication – Clinics Compass – for the clinics in the HealthEast Care System.
The first issue of Seasons of a Woman was delivered in July 2009 and the early results are impressive with a 100% delivery rate, an open rate of 70% and a click-through rate of 46%.
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