Industries / Health Insurers

Marketing Optimization

Plan and prioritize marketing campaigns to get the best possible results

Health care organizations are under increasing pressure to do more with less and health care marketers must now justify expenditures by showing how they contribute to profitability, growth and long-term competitive advantage. While it is well-known that integrated marketing messages yield the best results, it's hard to know which channels – or combination of channels – will get the message across more effectively. With the multitude of marketing media and channels coupled with unlimited combinations of campaigns, products and offers, cross-channel campaign planning is a big challenge.

" We are able to increase our value vis-à-vis the business segments because we utilize data more efficiently and optimize the campaign process."

— Jens Green

Lead Generation, Topdanmark Group Marketing


How SAS® Can Help 

Only through true optimization can health care companies gain critical knowledge about factors that influence the success – or failure – of marketing campaigns, such as adding a new channel, reducing a budget or altering a member contact policy. With SAS, you can:

  • Evaluate multiple campaigns simultaneously using mathematical optimization and predictive analytics to determine which products should be marketed to individual customers for maximum return.
  • Define objectives, change constraints and rerun scenarios with different parameters quickly with an easy-to-use interface that makes even the more complex optimization processes intuitive and logical.
  • Create, view and share optimization reports and optimization objective summary reports, then feed the results into your campaign management solution.

How SAS® Is Different 

Only SAS combines mathematical optimization and user-defined constraint modeling with industry-leading predictive analytics and marketing automation, enabling you to reach the next level of effectiveness and profitability in campaign management. SAS provides:

  • Effectiveness. SAS looks at all possible solutions to provide the best possible outcome. The difference is measureable, and the ROI can be enormous.
  • Patented algorithm. Tapping into more than 30 years of experience with optimization, SAS has developed a custom algorithm for marketing that includes innovative new approaches born from that experience.
  • Speed. SAS has taken existing optimization approaches and reduced them from days to minutes by using the SAS algorithm.
  • Integration. Based on the same robust, flexible platform as other SAS solutions, our marketing optimization solution enables you to take advantage of existing technology investments and decreases the total cost of ownership.

Related Products and Solutions

SAS® Marketing Optimization

SAS Marketing Optimization applies mathematical techniques to maximize campaign returns by revealing how to make the most of each customer contact and enabling you to assess the impact of changing business constraints, such as budget, channel capacity and contact policies. Available as an option, SAS High-Performance Marketing Optimization applies analytical optimization algorithms to tens of millions of rows of customer data to solve complex business issues at unprecedented speeds.

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