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Changes from recent years could impact how consumers shop for health insurance this year, and insurance advertisers need to be aware, making sure they address health insurance shopper needs and wants. Delivering the right messages at the right time to the right person will be critical to engaging and converting health insurance shoppers during OEP.
Differentiation Is Key For Health Insurance Open Enrollment Marketing
In the past, many insurance shoppers simply rolled over their existing policies, spending little time shopping around. But this year, it’s likely that recent events could have an impact on how health insurance shoppers choose their plans, with consumers becoming more cost and coverage conscious. Differentiation could be essential to helping consumers choose one health insurance provider over another, and insurance advertisers should be emphasizing their perks, benefits and cost and coverage differences as part of strategic advertising strategies.
DMS can help you expand your health insurance marketing efforts across more channels and drive more high-intent health insurance shoppers to your sales representatives. Contact DMS to learn more.
Proactive, Authentic Messaging Helps Health Insurance Shoppers Get The Information They Need To Make Decisions During OEP
During uncertain times, health insurance companies should do everything they can to offer consumers the information they need to make the right health insurance decisions for themselves and their families. Robust websites with in-depth and proactive content marketing should feel authentic and build trust with consumers. Effective content marketing on health insurance websites can include:
- Mention of contactless services, like delivery options and online pharmacies
- Benefits, like wellness initiatives, that help people cope with mental and physical health issues
- Relevant and timely information related to ongoing national health issues
Focusing On Holistic Wellness Is Engaging To Many Health Insurance Shoppers, Including Consumers Over 50
Americans over 50 are increasingly interested in health and wellness, exercising regularly and finding ways to maintain healthy habits. For insurance brands interested in this demographic, marketing strategies should highlight plans and benefits specific to consumers of this older age group. Personalized health insurance plans that offer more than typical health insurance coverage (e.g. hair loss, weight loss) may resonate well with health insurance OEP shoppers over 50.
Health Insurance Open Enrollment Marketing Benefits From The Deployment Of Best Practices
Staying agile as circumstances, trends and consumer preferences shift is essential for health insurance advertisers that want to be top of mind for consumers throughout the OEP season. Deploying best practices can offer steadiness amid the uncertainty, including:
- Understanding target consumers and how/where to reach them effectively.
- Staying prepared with a robust multichannel marketing strategy that is optimized and evolves as needed.
- Following up with leads quickly by having call centers ready to go and email/SMS strategies in place for nurturing.
Are You Looking To Maximize Your AEP & OEP Campaigns?
DMS connects many of the nation's leading health insurance providers and agents with customers and near customers. Our AEP and OEP campaigns are designed to maximize results by matching high-intent health insurance shoppers with the health insurance providers and agents that meet their needs. Contact DMS today to learn how our first-party data asset, proprietary technology and expansive digital media reach can help you maximize your health insurance campaigns.
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