Stamford, Conn. – Pitney Bowes Management Services, Inc. (PBMS), a wholly owned subsidiary of Pitney Bowes Inc. has just released a white paper which advocates the use of targeted marketing strategies to more effectively market healthcare benefits plans that help drive desired behaviors and outcomes among plan members.

The white paper, "Using Targeted Marketing Strategies to Optimize Healthcare Plans: targeted benefits communications can improve member health and lower program costs," underscores the importance of audience segmentation and targeted marketing strategies in helping benefits managers effectively tailor communications to each stage of the member relationship. It points out that, "tailored messaging in a targeted marketing environment can dramatically increase the effectiveness of healthcare and wellness communications."

The white paper also highlights specific targeted marketing tools that are particularly useful in the healthcare arena, such as:
- Segmentation analytics and experience design
- Location intelligence and Geo Information Systems
- Variable composition
- Address and data hygiene

These tools help benefits managers target the right message to the right audience through the most cost effective channels.

Several case studies demonstrate how targeted marketing disciplines, tools and tactics were effectively leveraged to promote the best use of benefits, resulting in lower costs for the benefits providers and improved healthcare outcomes and cost savings for the plan members.