In the health insurance industry, the key to sustainable growth is balancing effective communication to attract new clients, while maintaining trust with existing customers. With over 27 million eligible individuals uninsured in the United States, there is a clear need for consumers to be connected with health insurance providers who can offer reliable, high-quality solutions to meet this demand.
Understanding Trust In Health Insurance
Consumers tend to gravitate towards businesses they perceive as reliable, particularly when it comes to their healthcare insurance needs. It is crucial for health insurance companies to highlight their success connecting consumers with coverage that fully meets their needs in order to effectively attract consumers searching for better coverage. Showcasing reliability also increases customer retention, as individuals are less inclined to switch insurance providers when they trust in the dependability of their current plan. Establishing a reputation as a reliable healthcare insurance company can also help with legal/regulatory risks.
Health insurers are securing meaningful growth by strategically partnering with performance marketing companies to capture consumers actively looking to switch plans. Partners like Digital Media Solutions (DMS) deploy precision-targeted campaigns that drive high-intent traffic directly to landing pages, effectively boosting conversions and building consumer trust.
Barriers To Trust In The Industry
According to KFF, 58% of insured adults say they have experienced a problem using their health insurance in the past 12 months. These problems can stem from the use of complex terminology, leading to misunderstandings and a subsequent lack of trust among consumers.
This problem can worsen with limited transparency, leaving consumers in the dark about how the specifics of their policies align with their individual needs. “A strong marketing campaign can help clarify terminology and answer questions the ‘unhappily insured’ may be searching for. With a personalized approach, advertisers can match the right customer with the right coverage, which can drive loyalty and retention and can set you apart from advertisers who aren’t making qualitative assessments of their potential customers,” explained Scott Vogel, Vice President Of Health Insurance at Digital Media Solutions.
Strategies For Effective Communication
Health insurance companies can effectively draw in more consumers with several communication strategies that maintain credibility:
- Transparency In Communication: Providers should offer clear and concise information on coverage details and limitations, and provide upfront pricing information.
- Consistent And Accurate Information: When providing coverage details, data should be checked and verified, to make sure consumers always get the most up to date information.
- Highlight Expertise: Insurance providers should work with the most knowledgeable customer service representatives to align their businesses as credible and qualified.
- Empathetic Communication: Insurance companies should be engaged in consumer concerns and actively listen and respond to customer feedback in a timely manner.
- A Strong Solutions Partner: Partnerships provide a way to generate quality leads and connect with high-intent prospects using advanced internal data and inquiry strategies that foster effective communication.
By prioritizing transparency, accuracy, expertise and empathy in their communication strategies, health insurance companies can not only attract more consumers but also build trust and credibility.
What Can Your Agency Do To Attract Today's Shoppers?
With persistent consumer concerns about the rising cost of insurance premiums for 2026, many are shopping around for more affordable insurance options and even considering going without coverage at all. With these circumstances, it’s essential for agencies to communicate both the importance of maintaining health insurance coverage and the value of working with a trusted advisor. Your messaging should emphasize how your agency helps consumers navigate these changes, identify the most cost-effective plans and secure coverage that aligns with their health and financial needs. By openly acknowledging the reasons behind premium increases and positioning your agency as a reliable and knowledgeable resource, you can demonstrate empathy for consumer concerns and build trust, helping to maintain current customers and bring in new prospects.
Maximize Health Insurance Advertising Results With DMS
DMS Insurance connects many of the nation's leading health insurance providers and agents with high-intent consumers. Our health insurance campaigns are designed to maximize results by matching high-intent health insurance shoppers with the health insurance providers and agents that meet their needs. We leverage our vertical expertise across a variety of channels to generate inquiries, including consumer-initiated click-to-call. Contact DMS today to learn more about how we drive better business results for our clients.
Want To Learn More And Optimize Your Health Insurance Campaigns?
Check out our Q&A with Scott Vogel, DMS VP of Health Insurance, for insights on how our owned and operated site HealthMarketAdvisor.com helps connect advertisers with consumers actively shopping for health insurance plans. With the support of DMS, agencies can scale their campaigns, reach high-intent, quality health insurance leads and drive growth.