Marketing for health insurance has changed in recent years, especially with the implementation of Obamacare.
As more people and organizations are required to find healthcare products that are affordable, competition is heating up.
Marketing is even more important now than in the past, but how do you go about it?
New Consumer
In the past, many healthcare providers have looked solely to other businesses for marketing their products. Now, individuals are looking to buy insurance with the enactment of Obamacare. That change influences who and how providers handle marketing.
The first step is trying to figure out who the new consumer is, using data that can be hard to find. The issue is that many of these potential consumers aren't insured so there is little to no information on them.
The new consumer is often younger than those in the past.
They are mobile users, always on the go rather than sitting in front of the computer. Insurance providers can capitalize on this fact by creating ads that work via text.
It's also essential for insurance providers to make use of YouTube since that is often the search engine of choice for younger users.
They can create informational videos about saving on individual health insurance and how to find the right plan. They can also use this medium to introduce people to their companies.
Become Social
Healthcare providers need to utilize social media resources to target their audience.
There are two reasons that make this a necessary marketing tool for 2014. First, it is because that is where they will find their target audience. People today aren't watching regular TV or reading print magazines; they are online.
The second reason that social media is so powerful for insurance providers is because it allows them to connect with their audiences. They can personalize their messages to reach people.
Instead of focusing on insurance terminology such as pre-existing conditions or HMO vs PPO, they can focus on how having insurance benefits people. Tell a story about how one person had to do without the proper care in an illness because he didn't have health insurance. Make it relatable and people will begin to see why they need coverage.
Don't forget to go where the people are in the community.
Market at popular community events where you know there will good attendance for your target consumer. One insurance provider even markets at bus stops in certain sections of towns because that is where a large number of uninsured people are.
Change Your Message
Insurance providers that have been marketing to businesses must change their approach when marketing to individual consumers.
They have to know what those people care about. Saving money is important to them so you have to explain how having health insurance will do that. You also have to show them why your coverage is affordable.
Marketing has changed for healthcare insurance providers, and they must change their approach to be successful.
There are still large numbers of uninsured people today, and providers must know how to capitalize on that fact.