Effective Communication In Health Insurance: Building Trust With Consumers

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 in the United States lacking health insurance, 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. 

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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 can connect with consumers who are looking to switch plans by partnering with marketing companies that drive traffic to their landing pages and lead to increased conversions. Partnering with Digital Media Solutions can help health insurance companies effectively showcase their successes and build consumer trust through targeted performance marketing.

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, encouraging clicks and calls that can help drive new policies. 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 offer 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.

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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.

About the author

Digital Media Solutions

Digital Media Solutions, Inc. (DMS) drives better business results by connecting high-intent consumers with advertisers across our core verticals; Insurance (auto, home, health), Education and Consumer/Ecommerce. Our innovative solutions help consumers shop and save, while helping our advertisers achieve above average return on ad spend. Learn more at https://digitalmediasolutions.com.