case study
With PlanPointer, HumanaOne Brings its Online Experience to the Human Level
“Our goal is to create an online experience that builds confidence in the insurance decision making and purchasing process, and in the HumanaOne brand. With PlanPointer, we are able to not only address our customers’ rational needs, but more importantly, their
Revolutionary tool connects with customers’ needs and wants The process of buying individual health insurance is often confusing and overwhelming. It’s not easy for customers to find the right balance of coverage and cost, especially while trying to make sense of “insurance-speak” and complex data. But what if there was a way to clarify the confusion; to turn an intimidating process into a compelling online experience? To find the answer, HumanaOne engaged the Internet experts of Molecular. Molecular provides the human touch After conducting thorough research, Molecular realized that HumanaOne needed to connect with customers on both a rational and emotional level. Customers want to “feel heard” in the online purchasing process—and they want to feel confident in their decision. With this in mind, Molecular partnered with HumanaOne to create an easy-to-use, guided selling tool that eliminates the one-way, static communication of the Web and introduces dialog, empathy and trust.
emotional needs, and deliver a robust experience that empowers them to make appropriate decisions based on their healthcare preferences.” Brian Taylor Internet Marketing Manager HumanaOne
The goal: Point customers in the right direction Now instead of confusion, customers are instilled with confidence. With PlanPointer, they experience the entire insurance decision-making process on one dynamic screen. They are guided through a series of simple questions that allow them to make—and refine—choices based on their unique needs. By using plain English and engaging customers in a dialog, PlanPointer demystifies the online purchasing process, while fostering trust in HumanaOne. Empowering customers, reinforcing the brand With Molecular’s help, HumanaOne has achieved the best of both worlds. PlanPointer helps create a more compelling online experience for customers, giving them the clarity and power to choose the right healthcare plan for their needs. Just as important, it has helped differentiate and drive home Humana’s brand positioning: “Guidance when you need it most.”
With PlanPointer, customers experience the entire insurance decision making process on one dynamic screen. Customers are first asked to answer a series of simple questions that help identify their wants and needs.
Customers can easily compare and refine the list of recommended plan choices based on their needs.
Built around the theme of transparency, the plans are dynamically updated based on the choices made, enabling consumers to visually see how their individual choices affect the cost and options available.
Contextual help throughout the process provides the associated knowledge and reassurance that customers require without having to click from page to page.
A “lounge” area parallels the community features offered in the store and offers the latest health, fitness and event information
Molecular is the interactive agency that partners with results-driven companies to create highly effective Web design solutions grounded in research and tied to business results. Since 1994, Molecular has directed successful Web initiatives for the nation’s leading brands, including adidas, Fidelity Investments, HumanaOne, Nikon and Reebok. Headquartered in Boston, Molecular also has offices in New York and San Francisco. For more information, please visit www.molecular.com. Boston
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