n this episode, Kathryn talks with Lindsay Hanson, Chief Marketing Officer at John Hancock and Global Head of Behavioral Insurance at Manulife. They discuss how data can dispel business-damaging myths about the customer and the ways that John Hancock is better able to understand their customers through their data. Lindsay also dives into their use of data and behavioral science to engage customers and impact their health for the better.
Guest Quote:
- “ We went ahead on this myth busting, myth busting trail. One, was that this was really going to be, our program was gonna be impacted by age. Older people may not want to engage over certain age groups. They're not digital, they're not gonna go onto your mobile app. And we said, okay, let's actually test that. And so we put our customers into different cohorts and we said, okay, let's separate them by decades. Every 10 years, let's take a look at it. And one of our highest engaged populations is between 70 and 80 of actually getting into our app. Four times a day, they're in our mobile app. And if I think of, as a consumer, how many apps am I going to four times a day? You don't think of life insurance or insurance in general.”
Episode Breakdown:
[02:06] Alchemy Unveiled
Busting myths with data: Stories that are told about groups of consumers or different demographics may be false. Look to the data to determine how to best serve your customers, you may be surprised by what you learn.
[16:57] From Nuggets to Campaign Gold
Customer stories as a catalyst for change: Strong stories campaigns will have a balance between head and heart, and for John Hancock, they also empower the consumer to take control of their health.
[29:54] Gold Rush!
Data and marketing is limitless: The opportunity is limitless. There are so many ways to leverage data in marketing, and the challenge is pulling the data together in a way that reaches your goals.
Links & Resources:
Marketer's Alchemy Website: https://www.deluxe.com/resources/marketers-alchemy/
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