Optum, a national leader in population health and wellness services, had a problem: too much information in too many hard-to-find places. Our solution: a simple, one-stop online experience featuring the most popular resources. And an integrated marketing campaign to promote it. Now employers can find exactly what they need to educate their employees on the benefits of Optum health savings accounts (HSAs) in 2 minutes or less. And they love it.
Open Enrollment 1-2-3. With more than 150 resources available on the site, navigation and organization were key. Yet beyond getting in and getting out quickly, Optum wanted the opportunity to deepen their relationship with their brokers and employers by offering additional solutions to key challenges that employers face. Relevant, easily updatable topic banners became a central feature of the site. View Site
2 Minutes is all it takes. While learning about HSAs is not as fun as Angry Birds, at least it can be short. The concept is based on simplifying complex financial issues into shorter, more digestible elements. To support this, Spyglass developed the 2-Minute Answer library of short videos that address the most common health account questions. The 2-Minute Answers quickly became the most successful tool in Optum’s arsenal. Watch Videos
Beyond the site.
2 Minute Tuesdays. Expanding on the 2 minute theme, Spyglass developed a weekly series of email messages that focus on a different topic, delivered every Tuesday and able to be read in 2 minutes, naturally.
Rock enRoll Internal Campaign. Gaining support from Optum employees was crucial to the success of the campaign.
By developing a website featuring Optum’s most popular education tools and producing new 2 minute videos and a 2 Minute Tuesdays email campaign, site visits, webinar attendance and resource downloads have steadily increased over the last 3 years, as much as 250% in some cases.