During this powerful panel discussion, two award-winning marketers will present case studies and insights from successful campaigns where they took audience-centric approaches to engage targeted industries. This session will share how creative new approaches to content and messaging are driving acquisition, as well as lead nurturing campaigns.

1. #B2BMX
New Campaign Models
Leslie Cozatt | Optum
Sr. Campaign Director, OptumIQ
Email: leslie.cozatt@optum.com
Twitter: @lesliecozatt
Stacy Gardner | Bottomline
Director of Marketing Programs
Email: sgardner@bottomline.com
Twitter: @sgardner10

2. #B2BMX
NEW CAMPAIGN MODEL the evolution of
Data in Focus Interim Campaign OptumIQ Campaign

3. #B2BMX
OptumIQ™ powers intelligence across the health care system and is
infused into all our products and services. It represents our unique
combination of data, analytics and applied expertise that measurably
improve health and better manage cost.
Data covering 230M+ consumers,
180M lives of claims data
98M lives of electronic health record (EHR) data
26K+ analytics experts,
spanning clinical, financial, actuarial
and technology domains
20 of the top 25
US health plans
leverage Optum analytics
30 research partners
collaboratively researching and innovating
with OptumLabs

4. #B2BMX
Data in Focus ‘Moment’
4
13.6 Million+ impressions
Day of viewing
• 4,109 live stream feeds
• 64% registration to attendee conversion
rate (industry benchmark of 46%)
• 78% attendees continued watching over
an hour into the session and 69% stayed
through a full 90 minutes. Industry
average completed view time for live
webinars is 55 minutes.
• 61 social mentions during the event
• 5,630 unique visitors to
optum.com/datainfocus following the
livestream; driven by a combination of brand
ads, social and follow-up email promotions (as
of 8/20)

5. 5
Event reach
13.6 million+ impressions
Pre: 9,111, 300 I Post: 4,518,554
25,230 unique site visits
Pre: 19,600 I Post: 5,630
7,742 next step engagements
Registrations: 5,022 I Post-event video visits: 2,720
4,818 views
4,109 livestream I 709 video plays
886 new
contacts
added to Eloqua
since 6/17

6. #B2BMX
October 11
EMAIL #2
SUBJECT: Data and
analytics key to STARS
CTA: Listen to Webinar
OFFER: Consulting
Assessment *Payer only
GATED ASSET:
https://www.optum.com/camp
aign/pa-me/stars-improvement-
measures-
2017/confirmation.html?redirec
t=thank-you
SEGMENT: Payer
Interim Campaign: Follow Up Series of Portfolio Aligned Stories
• Bi-weekly/regular email deployments to set list from Data In Focus
• OptumIQ™ featured to push ingredient brand marketing strategy
• Goal is to drive awareness and engagement to place prospects into the
appropriate segment nurture for MQL development
(based on information from the progressive form submittals)
September 27
EMAIL #1
SUBJECT: OptumIQ™
explained and value to
customers across health
care
CTA: Download FAQ
UNGATED ASSET:
https://www.optum.com/soluti
ons/prod-nav/optumiq.html
SEGMENT: Cross
October 25
EMAIL #3
SUBJECT: How an integrated
data and analytics approach
can solve health care's
biggest challenges
CTA: IDC Write-up
GATED ASSET:
https://www.optum.com/campaig
n/co-ci/optumiq-b/idc-health-
insights-report.html
SEGMENT: Cross
November 8
EMAIL #4
November 29
EMAIL #5
December 13
EMAIL #6
SUBJECT: Predictive
analytics driving
personalized care
CTA: Learn more
GATED ASSET:
https://www.optum.com/cam
paign/co-ci/optumiq-
b/personalized-
recommendations-improve-
outcomes.html
SEGMENT: RX
SUBJECT: Leveraging
data + analytics to improve
in-network utilization
CTA: Topic Spotlight
GATED ASSET: NYUPN
Topic Spotlight In-Network
Utilization
https://www.optum.com/cam
paign/co-ci/optumiq-b/nyupn-
topic-spotlight.html
SEGMENT: Provider
SUBJECT: Patient care
improvements driven
by big data
CTA: Review our
library of studies
GATED ASSETS:
https://www.optum.com/ca
mpaign/labs/discovery-
insights.html
SEGMENT: Labs
(Provider and Payer)
Social promotion starts ……………………………………...............................................................
Campaign continues thru 2/14……………………….

7. #B2BMX
Results
Email Performance
- Open: 32.91% (2,100)
- CTR: 3.65% (233)
- Click-to-Open:11.10%
- Forwards: 2.07% (132)
- Unsubscribe: .24% (15)
9/27
6,382 delivered
Email Performance
Gated
- Opens: 1,968 (31.66%)
- CTR: 229 (3.68%)
- Click-to-Open:11.64%
Not Gated (111 contacts)
- Opens: 62 (55.86%)
- CTR: 14 (12.61%)
- Click-to-Open: 22.58%
Form Submission
- Completion Rate: 47%
10/25
-
6,328 delivered6,343 delivered
Email Performance
- Open: 31.94% (2,026)
- CTR: 3.26% (207)
- Click-to-Open: 10.08%
- Forwards: .79% (71)
- Unsubscribe: .24% (15)
10/11
-
Optum Comparison Data: Opens: 10%; CTR: 0.83%; Click-to-Opens: 7.8%

8. INTEGRATED data & analytics thought leadership campaign
(Launch February 28, 2018)

9. #B2BMX
Goals
2018 OptumIQ Integrated Marketing Campaign
Success Measures
Educate the Market & Build
Awareness of OptumIQ (Personas:
Organizational, Technical, Consumer)
Objectives Strategy
Upper funnel
30M Brand Impressions.
20M+ Social Media Imp.
6K+ New contacts to d/b
(subscription)
10+ Speaking engagements
Lower funnel
1000+ contacts added to lead
nurture tracks
Generate net new engaged
prospects (via form submits) to feed
our cross-segment nurture
campaigns & subscription track
• Establish in the market
that Optum is the
leader in Health Care
Data & Analytics
Educate and enable growth office
(Internal Communications)
Build and deploy ‘always-on’ integrated marketing
thought leadership-focused campaign
Develop best-in-class cross-Optum data & analytics
related thought leadership content and customer
stories to educate the market
Develop and execute social strategy with agency
support and internal collaboration
Align with brand
Identify and leverage earned media opportunities
Align to segment campaigns, generating engaged
prospects through thought leadership content
promotion
Incorporate reporting process to ensure high quantity
inquiry generation
Growth office has a baseline of knowledge of OptumIQ
campaign
Best practice communication/collaboration across the
business
CFO, CEO, COO
THOSE RESPONSIBLE
FOR ORGANIZATIONAL
STABILITY
CTO, CIO
THOSE RESPONSIBLE
TECHNOLOGY/
INFRASTRUCTURE
CMO, CHRO, BENEFITS DIR
THOSE RESPONSIBLE FOR
EMPLOYEES OR CONSUMERSPersonas:

10. #B2BMX
Campaign strategies
• Launch enterprise-wide thought leadership program that sits below the
brand campaign but outside specific segment campaigns
• Integrate key elements of campaign into segment campaigns for
congruency
• Use integrated marketing campaign approach (tactic mix) with multiple
persona tracks + subscription
• Maximize relevant content, events/sponsorships across segments
• Identify and integrate strong PR initiatives
• Integrate/align OptumIQ branding strategy and messaging

11. #B2BMX
New Campaign Models
Leslie Cozatt | Optum
Sr. Campaign Director, OptumIQ
Email: leslie.cozatt@optum.com
Twitter: @lesliecozatt
Stacy Gardner | Bottomline
Director of Marketing Programs
Email: sgardner@bottomline.com
Twitter: @sgardner10