pamc Message Board - Msg: 8699905

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Non-Tech : pamc

PAMC 46.54

+1.8%

Nov 5 4:00 PM EST

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To: RON BL who wrote (192)	4/4/1999 9:33:00 PM
From: Steven M. Kaplan	of 570

THE AOL CONNECTION: >>Direct Marketing: HealthAxis plans to use direct marketing techniques to target new and existing customers with promotions. HealthAxis plans to send e-mail letters to potential customers highlighting HealthAxis products and the advantages of Internet based insurance product purchases. The Company's agreement with AOL gives HealthAxis the right to send a mailing to AOL's customer base. The Internet allows rapid and effective experimentation and analysis, instant user feedback and efficient personalization of insurance products for each customer, all of which the Company seeks to incorporate in its marketing activities. Direct e-mail to HealthAxis customers also will be an important driver of the Company's cross-selling efforts. HealthAxis' customer relationship will allow the Company to target existing customers with offers for related, ancillary health care insurance products. For example, following the customer's initial purchase of an individual health insurance policy, the Company might send that Customer an e-mail introducing a long-term disability product.<<

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