A New Marketing Plan for a New Market
We are all about to experience an advertising, marketing and word-of-mouth Tsunami like we have never seen before. Health insurance is currently center stage and will continue to be in the forefront for many months to come.
The open enrollment period for Exchanges is rapidly approaching. Individuals and small groups will be paying more attention which will result in new opportunities for you to grow your business.
The key to our new era of growth is centered around, in part, how you have developed and implemented your marketing strategies to reach out to the anticipated expansion of the marketplace.
To help you hit the ground running, I offer you the following:
- Contact every existing and former client, and emphasize that YOU are the source of knowledge when it comes to HCR…period.
- Plan for there to be chaos and embody a mind-set that is both flexible and proactive so you can quickly respond.
- Make it a point to return every email and missed call on the same day. Even if you don’t think an issue is pressing, your prospective client may think it’s a major crisis…and remember they will have alternative resources they can contact.
- There is way too much to Healthcare Reform to know everything yourself. Identify a reliable resource you can consult for the things you’re not 100% on.
- Save the most commonly asked HCR questions you hear and create an FAQ document to share with your existing and new clients.
- Keep tabs on the marketing efforts of the Exchanges, so you will be prepared to talk about the subject matter when your clients ask.
- If you’re at all confused, imagine how your clients are feeling. The simpler you can make the information you provide to them the better.
- Keep tabs on what your clients are experiencing. Survey them. Keep your finger on their “pulse.”
- Diversify your product offerings. People will be shopping. On average each household in your client base owns seven policies. How many have you written?
- Clearly define what makes you of value vs. your competition. What do you do that others do not? YOUR point of difference should be creatively marketed to your targeted audience.
- Update how you communicate. Our industry is changing as are consumers. In addition there are four generations in the workplace today and they require unique approaches to be effectively marketed to. The old map of how we have done things is definitely out the door.
- Expand your Internet presence. Just having a website is old school. Use social media and blogs to push out new information and pull them back in to your website.
The benefits of a defined marketing strategy are numerous. You can no longer rely on intuition to make business decisions…there is too much at stake today.
As always, we thank you for your business. Know that we will be here to support you every step of the way.