The situation
Client: ONVZ B2B, the Netherlands
Industry: Health Insurance
“We have a yearly contest amongst companies: to crown the most vital company of the Netherlands. We screen companies based upon a questionnaire containing 60 questions, called the Vitality Scan. All is done manual, on paper, a lot of man hours of sales & service, no digital storage. Now that we have marketing automation how can we digitalize?”
Best practice Marketing automation
We helped the Marketing team of ONVZ B2B with the implementation of their marketing automation tool Eloqua. Now it is time to do campaigning and exploit the full potential of the tool.
Digitalizing the Vitality scan was the perfect showcase for marketing automation. The Vitality scan turned out to be a real lead generation tool.
Expertise: Email Markering Automation, Behavioural Design
Persona mapping
Persona: HR Manager (LE) & Director (SME)
First we dove into the world of their customers: Hr Managers and Directors. We wanted to understand their world and what benefits they can have from performing the Vitality Scan.
Those who really care about (the health of) their employees, will not only have to spend less on insurance and other health related expenses but also improve employee satisfaction and make a better and more attractive workplace.
Jobs: well being of the employees
Pains: a lot of things to consider
Gains: put the employees at their power
Approach
We did not want to just digitalize the questionnaire, but build a digital experience, a tool that feels like a service.
The goal or the desired behaviour is that their personas fully complete the questionnaire. We dove into behavioral science to apply techniques to make it easy on the user, to make the experience easy.
As outcome of the scan, people get inmediatley a scoring, a total score and a score on each theme.
We designed a full engagement strategy:
- flow: how to get people to the questionnaire
- inflow: how to get people to complete
- outflow: how to get people to act on the results
The Vitality Scan is an online questionnaire containing a set of questions divided into 6 themes designed to provide companies with an analysis of their health situation while also giving ONVZ valuable insights on their customers. It does not only serves the competition ‘Vitaalst bedrijf” but also sales for new opportunities and service to improve the service. This questionnaire is a form that is build in Eloqua.
The questionnaire was fully integrated into Eloqua with extra usability features like reminder email, start/pause and chat. People get email with the result, but also lead nurturing email depending on the result. All invitation were personal.
Deliverables
What we delivered during the project.
Online questionnaire
Engagement strategy
flow, inflow and outflow email campaigns
Personalized emails
Reporting
Remarkable results
0%
manual work
speed of completion
behaviour based design
boost in customer satisfaction & leads
