07Apr

How To Manage A Client’s Expectations With Health Insurance

For several years health insurance advisors have been struggling with figuring out ways to get new
clients in and keep them happy despite the rising costs in health care coverage. The industry continues
to grow and get more expensive, and services and products might not be available for some time. As the
providers you work with want you to increase the number of customers they are carrying, you need to
know how to keep those customers well managed so that they continue to renew their coverage.

Most people get their health insurance through their main employer or through Medicare. However,
that still leaves millions of people who have to get independent coverage which requires the help of a
health insurance advisor. The roll an advisor plays is to help find the most affordable plan that offers the
coverage the person wants while coaching them on the benefits and options available to them. While
you may not have a lot of contact with them throughout the year, the stronger you build that
relationship, the easier it will be to get them to renew.

Why People Get Frustrated With Coverage
The most common reasons why people get upset with their coverage is because of the costs and
limitations of their plan. A simple consultation might cost hundreds of dollars, or they might have to use
different doctors or facilities because of who is available within their network. It is also at the discretion
of the insurance company if they want to offer coverage on a certain treatment or medication to an
extent. Knowing all of that it's easy to understand why people would get frustrated with their insurance
provider.

Part of the real issue here has to do with communication and education. Were people actually told what
their plan covers and how it will impact them, as well as any changes that have been made to their
plans? Or have they simply been told a lot of confusing information and then their standing there
surprised when the cost for their health care is far higher than they expected?

How Can You Help
Imagine a patient who goes to a specialist once every three months for a very quick and simple
procedure. The patient is not put under or given any sedatives of any kind. At one point, the insurance
company covered that procedure. At another point the insurance company stopped covering that
procedure and forced the patient to cover the costs without giving them a notification of the change of
coverage. Even if the company did make an attempt to notify the patient about the change in coverage,
more than likely the information was not understood by the patient.

This is an example of how a lack of understanding can create a very frustrating situation. While you
cannot alert every single client of changes with their health care providers policies, you need to try to be
more open in your communication with your clients and allow them to contact you if they have
questions. This may give you the opportunity to help them understand the situation which while it will
not be less frustrating to take on those costs, they will be less frustrated with you.

How Can You Reinforce Your Help
You should not be waiting around for people to contact you with questions about changes to their
coverage. Send out monthly emails or write a monthly blog and let your clients know about these
changes and how it might impact their costs or coverages. If they are routinely hearing from you, even
with the monthly newsletter, they are more likely to rely on you for updated information including what
their options are for getting new coverage.

People tend to spend more money with suppliers and vendors that they can trust rather than ones that
offer the cheapest deal. We know this because we still go to the same person to cut our hair or change
our oil in our car because we appreciate how trustworthy they are, and they appreciate how loyal we
are. Be that person for your clients and they will show appreciation and loyalty for years.

Building On Your Efforts
If you are really doing a great job of building your relationship with your clients and keeping
communication open throughout the year, then you can expect additional benefits from these
relationships. Consider developing a stronger online presence where people can learn about the services
you offer and especially since the quality of the services you are giving them. Health insurance is a major
expense for everyone, and it cannot be overlooked.

If people feel that they can communicate with you and ask questions, especially if there are sudden
changes to their coverage, it builds a confidence and trust in you that will lead to a stronger presence
among those looking for new coverage. When you are seeing new business come in by way of referrals
from current clients, you know that the extra effort is working. And networking and referrals are much
more affordable and easier than any other form of marketing.

Take some time to make notes about your last communication with each client. Was it just to get the
deal done? Was it a random message about some new update they probably will not care about or
something they probably wouldn’t understand? Or did you take the time to really put together some
informative content that will help them get the information they need to make the best decisions for
themselves moving forward? Your experience allows them to be confident in their selection and being
there throughout the year is the easiest way to get a renewal for another year.

Focus on communication rather than just trying to get new clients. Great communicators are able to find
clients and work quickly because people want to assist them because of the great service they received.
Learn how to communicate with your clients whether it’s with email, text, directly calling them or
something else. Dedicate some time each day to contacting one to ten clients and letting them know
that you appreciate their loyalty.

07Apr

How Insurance Agents Can Affordably Advertise

Advertising for any business is challenging, especially in today’s market. If you want to be aggressive you
have to be willing to pay a lot of money. Otherwise, you need to take a different strategy and focus on
making your marketing dollars work for you. It’s easier said than done and any insurance agent who has
invested in digital marketing will tell you that there are no guarantees, and you cannot be sure what will
work.

There are literally dozens of platforms and ways to market to people throughout the web. Local options
like fliers and billboards can also be effective, but digital channels are so vast that they can be more
challenging to advertise on. That’s because they require a unique combination of high-quality content
and a strong budget.

How People Get Their Insurance
One of the first things you have to do if you are building a marketing strategy is to look at where your
customers or potential customers are going in order to get health insurance. Are they going online? Are
they calling in? Do they search for a specific company, or do they search online for options? What do
they care about the most and what do they struggle with the most?

Knowing where people go to make decisions to buy from you or your competition is the key to being
successful in your marketing. For example, what if people are making the decision based on ads and you
are focused on organic, or the other way around? The lucky part is that almost all methods work
somewhat, but the best campaigns involve a variety of aggressive and passive marketing strategies.

Challenges Of Marketing
While it may sound easy, the fact is that marketing is the toughest aspect of running a business. If you
have no customers, you cannot make a business run. If you have customers but struggle in other areas,
you will not have great success, but you will have a place to start. Here are just some of the reasons why
marketing for insurance agents is so difficult:

Competition: The biggest reason why it’s so difficult for advisors to generate leads is because of
competition. When you have dozens of companies in the same area providing or selling
insurance, it’s easy to see why so people are going to be selective. They must compare options
and see what is going to be the best deal for them.

Cost: Another problem that will keep you from generating immediate traffic and leads is the
cost per lead. Companies are spending hundreds of dollars for new clients and that cost is only
going up right now. Keep in mind, even if you spend $1,000 on a campaign and it generates 10
leads, you still have to consider the cost of the content creation, the team doing the advertising
and more.

Customer journey: The value of knowing the journey each person takes to get health insurance
is important but it’s also difficult. People make this decision in so many ways and focus on how they can lower their costs more than all. That means you may get in the right area and be viewed by the right audience, but if you do not have the best deals, you may not get the call.

Employment: More people are working independently than they have in years. That’s because
that’s the area that offers more financial gain right now than regular employment. When you
are considering the different options people have, many are taking jobs because they offer
affordable benefits like health insurance. If that’s the case, it can impact your marketing efforts
as you are hitting a good audience, but they already get health insurance through their
employer.

Knowing who has health insurance and who does not come down to understanding the options you
have for marketing. If you want to be where people look for new plans, it’s going to cost a lot of money.
If you want to contact thousands of people, it will be more affordable but many of them may not need
your services. Consider making some plans and trying out different strategies as you get going.

Build A Strong Presence
A good place to start with your marketing efforts is with a strong online presence. Remember, if
someone wants to get health insurance and they need an advisor they are going to head to search
engines to find the closest and most reliable person or agency around. You can be listed organically
through a variety of options including local maps and directories. These options are great because they
not only list you as a local vendor, but they allow you to track what traffic you did get and what traffic
you came closer to getting.

If you are still not sure where else to market, consider trying to build a newsletter. The easiest way to
build one online may be through a contest on social media where you give something away in exchange
for contact information. This strategy is affordable and effective, but you have to be patient. People may
not take an action right now but seeing your business every month will get you in consideration when
they do need to purchase coverage.

Invest In Content
Whatever your budget is, a large portion of it needs to go into the content creation areas. This is
important because the fact is that it doesn’t matter how good your strategy is, if you are hitting the ideal
target audience with low-quality content, they are not going to take an action. You need to invest in the
best content you can get and focus on relative information, not just an advertisement about who you
are. Give the viewer something and inspire them to consider you.

Health insurance is one of the toughest things to sell someone on when you consider the fact that they
have so many options to find coverage. Your goal is to provide them with the best service possible and
before you can do that, you need to make sure that you are also working with them to show them why
you are the person for the job. Content is a way to build trust and advertising is a way to deliver that
message throughout the web.