Summary
This case study outlines the application of Quad's Accelerated Marketing Insights™ (AMI) methodology by a leading national health insurer to enhance their direct mail marketing efforts. The health insurer faced challenges with their existing control package, which had been underperforming despite extensive testing. To address this, Quad implemented AMI to test various creative elements, messaging, and package designs. The study involved a three-part testing sequence: Message Audition Testing, Concept Audition Testing, and a Reveal Study, which collectively aimed to identify the most effective marketing strategies. The results demonstrated significant improvements, with a 22% response lift in Q1 2023 and a 21% lift in Q2 2023, indicating that the new creative successfully outperformed the previous control package. The findings suggest that pre-market testing using AMI can yield faster and more cost-effective results compared to traditional in-market testing methods.
