{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Making Healthcare Sustainable","title":"How to Advertise Your Benefits Like a Retailer, with Kaitlin Quinn","html":"","width":"100%","height":180,"duration":1447,"description":"Is promoting a healthcare benefit the same as advertising jeans? Not really—and at the same time,  yes. It all comes down to reaching people at the exact moment they need something. And not once they’ve already gotten a procedure done or finished up their shopping for the season. \nKaitlin Quinn, Head of Enterprise Data and Analytics at Lantern, shares how her team uses marketing testing, targeted outreach, and data-driven experimentation to improve benefits engagement, build trust, and connect members with care when it matters most.\nIn this episode, you'll learn:How targeted benefits communications can significantly increase employee engagement by reaching people when they are most likely to need careStrategies for using simple marketing experiments to improve benefits awareness without requiring a large analytics teamWhy balancing broad awareness campaigns with personalized outreach builds trust and encourages greater benefits utilization\nHighlights:\n(00:00) Why \"just send another benefits email\" doesn't work anymore(00:46) The test Lantern ran to prove targeted marketing works(02:03) What it costs to build a real marketing test(03:56) Lantern's targeted marketing test drove a 20% lift in engagement(05:55) The jeans example that explains healthcare marketing(06:49) Why word of mouth beats every other marketing channel(07:46) The exclusion logic behind every message Lantern sends(10:08) How sacrificing revenue for one test won over skeptical clients(10:51) Envelope colors, subject lines, and other tests any team can run(11:27) Awareness marketing vs conversion marketing, explained(13:21) Why one coworker's story outperforms a company-wide email(14:20) Testing subject lines to see what actually gets opened(15:56) How to tell if your test worked or you just got lucky timing(16:55) A one click poll that tells you if people are engaged(18:05) How Lantern tracks whether word of mouth is actually working(18:30) Why Kaitlin says marketing Lantern is \"good for...","thumbnail_url":"https://img.transistorcdn.com/XeUgAV2fzBPWT4MjtEQpkyFaci1edzNCDm2bN3v-nvw/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS81YmQ3/NTEyMzg0YWI2YjEw/NzUwOTFiNjRkNDJl/NWJmMy5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}