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During the open enrollment period (OEP), health insurance advertisers need marketing campaigns that are memorable, offering differentiation, clear messaging and an easily understood and executed call to action. Many brands choose humor to set them apart, tickling funny bones to share messages that encourage enrollment and which work across channels.
Many Health Insurance Marketing Campaigns Go Funny To Highlight Benefits, Tout Perks And Reach Consumers Across Generations
By leveraging humor, health insurance advertisers can engage consumers with messaging that resonates, encourages action and drives enrollments.
Humor Helps Health Insurance Marketing Highlight Differentiating Factors
Differentiation is crucial for health insurance brands, particularly during the OEP when consumers are trying to understand their options. Humor, like bumbling parents that find themselves needing a virtual doctor’s visit at midnight, can be an effective way to illuminate differentiating factors. When explained with funny stories, the benefits of specific health insurance providers and plans can become more memorable.
Perks Can Be The Centerpiece Of Health Insurance Campaigns And Help Close The Deal
Cost, coverage and location are among the most integral factors when consumers make decisions about health insurance. However, when an insurance brand can tout their perks, like wellness programs, in humorous or sweet ways, consumers may feel they are getting more for their money and that the insurer cares about them having a good experience.
Messages That Resonate With Consumers Across Generations Are Popular In Health Insurance Marketing Campaigns
Generally, different generations of insurance buyers seek out different types of coverage and services from their providers. For example, Millennials typically want easy, online, mobile friendly enrollment. Campaigns that can tap into the humorous differences across generations, while sharing information about features that mean the most to different prospects, are likely to drive interest. Understanding the unique needs of groups of high-intent buyers is critical to scaling enrollments.
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