Acxiom® (Nasdaq: ACXM), an enterprise data, analytics and software-as-a-service company signed a full-scale direct-to-consumer marketing program with Wellmark, Inc., doing business in Iowa and South Dakota as an independent licensee of the Blue Cross and Blue Shield Association.
Acxiom will help Wellmark assess, understand and execute within the consumer marketplace as it relates to their focus and innovation surrounding consumer engagement by providing data and campaign management expertise and collaborating on analytics and performance reporting into 2016. The solution will include a wellness engagement strategy and acquisition and renewal campaign efforts.
“Wellmark is collaborating with Acxiom to take advantage of their deep expertise in massive data enrichment, which will help us perform more targeted, direct-to-consumer marketing for both current customers and prospects,” said Jason Cooper, vice president of business analytics at Wellmark. “We look forward to providing effective, relevant and timely communications to help further engage in and improve the health of our members and the communities that we serve.”
“More than 50 percent of Americans receive health insurance coverage through their employers so communicating directly with consumers is new for most insurance companies,” said Rose Cahill, Acxiom’s vice president of the healthcare industry. “In the new retail business environment, interpersonal communication with members will be essential and Acxiom has the solutions and expertise to help Wellmark succeed.”Wellmark is a mutual insurance company owned by its policyholders. Its subsidiaries provide health coverage to more than two million members in Iowa and South Dakota. Through the Blue Cross Blue Shield Association, an association of independent Blue Cross and Blue Shield plans, Wellmark is part of a trusted national network that covers more than 100 million people, nearly one-third of all Americans. About Wellmark Wellmark, Inc. ( www.wellmark.com ) does business as Wellmark Blue Cross and Blue Shield of Iowa. Wellmark and its subsidiaries and affiliated companies, including: Wellmark Blue Cross and Blue Shield of South Dakota and Wellmark Health Plan of Iowa, Inc., insure or pay health benefit claims for more than 2 million members in Iowa and South Dakota. Wellmark Blue Cross and Blue Shield of Iowa, Wellmark Blue Cross and Blue Shield of South Dakota, and Wellmark Health Plan of Iowa, Inc. are independent licensees of the Blue Cross and Blue Shield Association.