5 Key Considerations for Marketing Health Insurance Today

BALTIMORE - Sept. 10, 2013 - PRLog -- Insurance agents and brokers have to market products more effectively in response to the growing pressure and changes caused by the Patient Protection and Affordable Care Act (PPACA).

Insurance agents and brokers must approach their marketing efforts more strategically. The PPACA makes the margins tighter and the need for brokers to be more efficient much greater.

“Health insurance agents are being squeezed with federal and state health care reform,” said Rodger A. Bayne, an insurance agent, entrepreneur and president of Benefit Indemnity Corporation, a Maryland-based insurance and marketing company. “Every minute and dollar spent on marketing has to count more than ever.”

Bayne offered five tips for agents seeking to improve their health insurance marketing:

Remind your former and current buyers. Too often, organizations of all sorts, including insurance agents, only interact with their clients at renewal time. Current and former customers have changing needs, which can mean new opportunities for the agents and brokers who remain top-of-mind. A monthly email campaign can remind these people of the agent’s existence and provide them with new information that could ignite their interest in further interaction with the agent or broker.

Make the agency easy to find. A growing number of Internet searches are occurring on mobile devices, including smartphones and tablets. Most experts say the majority of searches will occur online by 2015. Agents need websites that easily adapt to these mobile devices. What was once an expensive proposition, requiring a separate mobile web site, can be accomplished more easily and affordably than ever. Agents whose websites aren’t built for mobile devices should address this concern.

Increase engagement. Health insurance agents and brokers are good at selling, but not always are they as good at marketing. Engaging clients and prospective buyers through increased attention paid to marketing efforts, including email campaigns, an updated website and other marketing tools can increase opportunities.

Call in the experts. Marketing is as specialized as selling insurance, yet most brokers assume they should be experts in marketing. Developing a partnership with a marketing organization that lives at the convergence of marketing and health insurance can dramatically improve an agent’s success. The cost of using these expertise can be low, while the return on that investment can be great.

Use analytics. Agents can’t always afford the best marketing tools so it often makes sense to partner with a marketing company that has a full complement of marketing analytic tools. These tools can generate new leads, while at the same time helping brokers determine who is engaging with them on their website, in email campaigns, on YouTube and social media.

Benefit Indemnity Corporation is a far-reaching enterprise designed to help various stakeholders in and touched by the insurance industry to access the knowledge, skills and strategies to help them succeed amidst the changing world of insurance and health care reform. Bayne and his hand-picked team of experts offer a wide range of expertise – from reform, captives, health insurance and self-funding options, to wellness, and to sales and marketing.

Learn more about Benefit Indemnity Corporation at http://benefitindemnity.co or by calling 443-275-7400.