MIGA

MIGA came to The Digital Embassy with the following key business objectives of which the new website would need to align with and support. These were to:

• Achieve growth and upkeep high retention rates from their existing client base, in order to strengthen their position by covering a greater share of the national medical indemnity insurance market.
• Diversify their client base through extending their PI/Med Indemnity insurance products to other health care professionals and offering other insurance products and services to members and clients via partnership arrangements.
• Retain and attract well qualified staff through a commitment to their personal and professional development, conditions of work, work-life balance and training.
• Invest in technology – With a focus on the smart use of technology, improved processes and innovation.

The Digital Embassy team used behavourial analytics supported by stakeholder feedback to develop streamlined user journeys, tailored to the needs of specific audience types. This culminated well placed Calls to Action to drive strong lead generation.

A rich content strategy supporting a multichannel content structure was enabled to increase brand awareness and familiarity, while presenting user groups with the most relevant content. The new MIGA website would deliver targeted content via the adoption of a series of landing pages. This approach would provide visitors with the most meaning and relevant information about products and services which best met their needs.

Users could also view more detailed information, read case studies, apply online or contact MIGA directly through simple Calls to Action. In addition to improving audience engagement, the landing pages would also serve as a key part of any search engine strategy (SEO / SEM) MIGA planned to undertake.

As an extension of the content strategy, elements would be designed to facilitate the acquisition of qualified staff to the business. These elements include the creation of content features and interactions that would harnesses the core tonality elements that are associated with MIGA, like caring and sincerity, and reiterate their values and brand identity to potential staff. New online functionality would also allow MIGA to easily present and manage job opportunities on their website.

Other revenue generating features of the new MIGA website include product and service promotions and cross channel promotions, which direct users towards follow up interactions.

The Digital Embassy identified Kentico EMS as the CMS platform of choice for the MIGA website. Kentico EMS is an enterprise grade CMS that provides powerful features around content personalisation that set it apart.

The platform is able to monitor user behaviour on the site and present relevant content that will dynamically reflect their demographic. In the event that they provide details through completing a CTA, Kentico can profile that user automatically for future communications. An example is the ability to segment this user type automatically for email campaigns, which are a Kentico feature. Another is the ability for a MIGA representative to understand the user’s interests before a phone call is made to discuss membership.

Kentico also has a powerful workflow engine that can be used to trigger automation and notifications. This workflow engine also automates the approval process for creation and update of all digital content (web, social, print media).

The most important key points in selecting the Kentico EMS platform were:

• Kentico’s Online Marketing solution, which offers Email Marketing, Lead Scoring, Marketing Automation, and more, helps nurture leads, analyse and optimise campaigns to turn prospects into customers and increase brand advocacy. By leveraging its Personalization and A/B Testing capabilities throughout the customer journey, conversion rates increase from lead generation activities to deliver high-quality leads.
• The built-in Integration Bus module, which comes with the Kentico platform, allows easy integration with third-party systems. It allows any number of connectors to be set up, which work with any number of external systems and manage the integration from a single point.
• Users can be authenticated using systems such as .NET Forms or Windows Authentication, Facebook, LinkedIn, Live ID, and OpenID account, or integrated with a customised user database or authentication service.