Background:

United Heathcare launched a new health insurance product for part-time and seasonal employees -- audiences who are typically unable to get group health insurance.   Different employers offered different benefits to their employees ... benefits that also varied greatly based on the employee's state of residence, the employer's state of "situs," and the employee's age.  

The approach:

Working with strategic marketing organization Original Thought, we developed creative and a data map to generate print-on-demand fulfillment booklets for the employees of numerous companies. 

Our data map outlined the conditional programming necessary to combine millions (literally) of data points into one personalized 8-, 12- or 16-page English or Spanish language fulfillment booklet.  Even the pictures and photo captions were personalized based on the employee's demographic data.