For health insurance agencies, the younger consumer market continues to represent one of the most competitive and rewarding opportunities during the Open Enrollment Period (OEP). With millions of insurance shoppers actively searching for individual health coverage, especially those not covered by employer-sponsored plans, standing out and capturing attention is more critical than ever. With OEP fast approaching, now is the time to refine your approach and position your agency for a successful season. Here are a few tips to help you get started:
Understand What U65 Health Insurance Shoppers Expect From Agencies
Today’s U65 consumers are more educated than ever, growing accustomed to researching options, comparing quotes online and looking for clear value in their coverage. This includes young adults, early retirees, gig workers and individuals who don’t have access to employer plans. They’re also digital-first, expecting streamlined experiences, fast answers to questions on coverage and access to educational resources to help them make informed decisions. They’re not just looking for a plan, they are also looking for guidance they can trust. Agencies that understand these motivations and meet shoppers where they are will be best positioned to increase enrollment numbers and grow.
Don't Wait Until November To Build Your Funnel
Too many agencies start marketing right as OEP kicks off, but by then, they may already be behind. The most successful agencies begin building their funnel four to eight weeks before enrollment officially opens. That means now is the time to start running pre-OEP campaigns, collecting emails, retargeting past prospects and offering educational content that builds trust and encourages conversion. Your agency's early efforts should focus on educating, nurturing and preparing your target audience to take action the moment enrollment opens.
Leverage Digital Marketing For Wider Reach
An agency's website, ads and digital presence are often the first and sometimes the only opportunity to capture a U65 shopper’s attention. To compete effectively, agencies must ensure every digital touchpoint is optimized not only for visibility, but also for conversion.
Here are proven digital strategies to implement ahead of the OEP:
- Create Mobile-Friendly Landing Pages: Ensure your site and quote forms are mobile-optimized and easy to navigate. A slow-loading or cluttered page can cost your agency a lead in seconds.
- Use Clear CTAs: On pages and in forms, use direct CTAs like “Compare Plans Now” or “Get A Free Quote” to guide users toward the next step.
- Build Trust Online: Display verified testimonials, reviews and credentials across platforms to establish legitimacy and build confidence.
- Optimize Chatbots: Many U65 shoppers have questions that need to be answered in a timely manner. Offering live chat or AI chatbots can increase engagement and reduce drop-off during peak hours.
- Perfect Your Retargeting Process: Set up retargeting campaigns to re-engage visitors who clicked but didn’t convert through display ads or email follow-ups. This helps keep your agency visible and reinforces your value until prospects are ready to make a decision.
By implementing these digital strategies early, you not only improve lead capture during OEP, but also build a foundation of trust, engagement and relevance that sets your agency apart in a crowded market.
Utilize Data-Driven Insights To Understand Your Audience
Understanding the preferences, behaviors and needs of your target audience is crucial for developing effective marketing strategies. For health insurance agencies, leveraging data-driven insights enables more personalized messaging and outreach, particularly when targeting individuals under the age of 65. By analyzing data from past enrollment periods, agencies can uncover trends and patterns that can help shape future campaigns. Data-driven targeting can enhance the effectiveness of communications, especially when leads are segmented based on distinct personas.
Partnering with data-driven providers like Digital Media Solutions allows agencies to access advanced lead solutions that deliver segmented, high-intent prospects and drive agency growth. As Scott Vogel, VP, Health Insurance at DMS, explains, it is important for agencies to have partners who "Own media channels, perform paid search themselves and have the ability to cast a wide enough net so that any targeting, scale or laser focused initiatives can be successful." This approach ensures agencies can achieve both volume and precision in their customer acquisition efforts.
Educate Prospects To Drive Urgency
The Open Enrollment Period is short, and U65 shoppers need clear, timely information to make confident decisions fast. Utilize urgency-based messaging, such as countdowns and limited-time offers, in your marketing campaigns, while also providing educational content that simplifies the shopping experience. Explanation videos, FAQs and interactive learning tools can reduce hesitation and help prospects move more quickly through the decision-making process. Pair this with targeted Facebook and Google campaigns focused on coverage to attract high-intent shoppers ahead of the rush.
Partner With Digital Media Solutions
Digital Media Solutions (DMS) can help you connect with high-intent consumers, drive better business results and maximize your return on ad spend. By leveraging innovative digital strategies, you can make sure your health plans reach U65 audiences effectively. Contact DMS today to learn more about how we drive better business results for health insurance providers.