To ensure we understood how each tool would impact Humana’s Agents, we pulled up a chair for some product demos. We walked away inspired to tell a story. One that focused on an Agent’s day-to-day rather than the tech behind the tools. We told that story through a day-in-the-life video and a behavioral automation email campaign to announce the 2.GO initiative.

The email campaign did more than just spread the word. We also incentivized Agents with a train-to-win sweepstakes, where every completed 2.GO training gave them an additional entry to win prizes including a laptop or smartphone. The sweepstakes became a big selling point that we highlighted in webinars, podcasts, newsletters and other content we created for the launch of 2.GO.

We got more than 30% of Agents on board with the new digital sales tools in the first year, helping them sell more efficiently. With the new processes, Agents were happier because they could save time (and a few trees).