PHYSICIANS MUTUAL relies on direct mail as one method of reaching prospects for its individual health and life insurance products. The ability to connect with potential customers has enabled the Omaha-based insurer to write more than one million policies.
In 2006, Physicians Mutual’s 73 full-time print and mail shop employees were responsible for 71 million pieces of mail, including promotional and fulfillment mailings. About 60 percent of those pieces were printed on the Mail Processing Center’s Océ Pagestreams and Xerox color and black-and-white printers, which include a new Docu
Though the operation has a print-on-demand area for producing business cards, stationery, flyers, brochures and the like, the bulk of the work produced in its 92,000-square-foot facility ends up in the mail stream. By the end of this year, the Mail Processing Center expects to mail 82 million pieces.
A Successful Program
One of the company’s most successful promotional programs is a kit that includes a personalized letter with an attached ID card printed with the recipient’s name. Recipients are pre-approved. All they have to do is call and activate their account.
“Getting the mail piece with the ID card gives credibility to the package,” says Ken Sibilia, vice president for sales support at Physicians Mutual.
Initially, though, Physicians Mutual did not have the right equipment to match the card to the letter and attach it.
“A lot of jobs had been outsourced for card attaching,” says Mike Lesley, lead print operator. To improve control and reduce costs, the company wanted to manage the whole process in-house.
In the past, Physicians Mutual had tried doing the job in its production center by using a simpler plastic clean-release card. It didn’t work well.
“There were problems with stacking, cards falling off, damaging pieces of laser equipment or falling off at the folder,” Lesley says.