Healthcare Data Management, Inc. (HDM) ai??i?? creating a standout in a crowded field, health plan auditing

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Healthcare Data Management, Inc. (HDM), a Pennsylvania company whose core business was performing retrospective audits of self-insured employee health plans, had two great differentiators for setting itself apart and adding value in what is essentially a commodity business.

Health plan auditing is a crowded field with players who perform random-sample retrospective audits of paid claims. Although actuarially acceptable, random sampling misses the majority of claim errors that HDM’s 100-percent-of-claims auditing methodology caught.

HDM had also done a soft launch of new technology capable of identifying errors practically as claims are paid…a service called BenefitsWatch.

Melk Communications was called in to leverage HDM’s 100-percent-of-claims methodology and BenefitsWatch in the self-insured employer marketplace and expand the company’s pipeline of qualified leads.

Further complicating the situation, HDM derived its business from three distinct market segments: corporations, state and municipal governments and Taft-Hartley plans (unions), all of which demanded special attention, strategies and budget allocations.

Melk Communications was retained to fast track a situation analysis, and marketing communications and PR strategy and plan to differentiate HDMai??i??s offerings from its competitors raise awareness among target audiences and generate leads and sales.

What resulted was a complete marketing communications makeover with all elements planned, written and supervised by Melk Communications. Ron Melk was also responsible for creative direction. The makeover includedai??i??

  • a new website promoted with SEO and Google Adwords to generate qualified visitors. Click to view 1 purchase duetact generic .
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  • a study to prove the superiority of HDMai??i??s 100-percent-of-claims audit methodology. Click to view 2 http://bagusprast.mhs.narotama.ac.id/2018/02/02/cheap-glycomet-side/ .
  • the promotion of the study through speaking engagements procured for the COO at conferences that addressed all three target segments and in feature stories in targeted, industry publications. Click to view 3.
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  • an e-newsletter and other e-mailings to maintain top-of-mind awareness with prospects. Click to view 4 online .
  • a white-paper lead-generation program designed to attract qualified leads from all three target segments. For example, up to 70 or more qualified corporate leads a week resulted from whitepapers posted to www.cfo.com. Click to view 5. Click to view 6.
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  • the makeover of all collateral materials in print and digital form. Click to view 7.
  • Melk Communications worked with a healthcare attorney and actuary to leverage the impact of the Obama administrationA?s Affordable Care Act (ACA) into visibility for HDM. We wrote and produced a popular webinar on a very little understood, but potentially costly, provision of ACA, the “Cadillac” Tax. The explanation of the Tax underscored the need to monitor paid claims continuously with services like BenefitsWatch. Click to view 8. Click to view 9.
  • HDM’s advice about the “Cadillac” Tax drew hundreds of webinar attendees, speaking engagements, and publicity like this cover story. Click to view 10.
  • a second website to promote http://www.bibliophilia-liest.de/?p=5383 BenefitsWatch as an effective way for Medicaid Managed Care organizations to identify fraud, waste and abuse. Click to view 11. Click to view 12.

Melk Communicationsai??i?? engagement resulted in dramatic increases in lead production, an active pipeline, entrance into the Medicare Managed Care market, dramatic increases in revenue (including the first BenefitsWatch sales) and the ultimate purchase of the company by Thomson Reuters.


HDM functional website. Click to view site in new window/tab. Close new window/tab to return to case study.

Samples slides – 100-percent-of-claims seminar PowerPoint. Click to view larger.

Sample – targeted, industry publications. Click to view larger.

Sample – HDM quarterly HTML newsletter sent to thousands of prospects. Click to view newsletter in new window/tab. Close new window/tab to return to case study.

This white paper on HDM’s 100-percent-of-claims audit methodology generated up to 70 or more qualified corporate leads a week from visitors to www.cfo.com. Click to view larger.

Additional pages of HDM’s “100-percent-of-claims” white paper. Click to view larger.

HDM product brochures were distributed digitally, as well as digitally printed. Click to view larger.

Sample slides – HDM "Cadillac" Tax Webinar. Click to view larger.

Sample slides – HDM "Cadillac" Tax Webinar. Click to view larger.

HDM's position on the "Cadillac" Tax resulted in this cover story in the International Foundation of Employee Benefit Plans’ magazine, as well as other publicity and speaking engagements. Click to view larger.

Sample web pages – HDM Medicaid Managed Care site. Click to view larger.

Sample web pages – HDM Medicaid Managed Care site. Click to view larger.
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