6 Proven Health Insurance Marketing Strategies to Boost Sales
The health insurance industry is projected to surpass $3 trillion by 2035, creating significant opportunities for health insurance marketers; however, it also increases competition, making it more challenging than ever to break through the noise.
So, let’s break down the top health insurance marketing ideas to make your company stand out and achieve results.
1. Know Your Target Consumers
An effective and successful health insurance marketing campaign starts with identifying and creating campaigns that speak directly to the target audience.
Young Professionals
Young professionals aged 20-30 are a crucial demographic for health insurance providers, as they are often starting new careers and transitioning from their parents’ insurance plans to employer or individual plans.
Earning their trust early can lead to significant returns, as they are likely to become long-term customers.
Families
Private health insurance can be particularly appealing to families seeking extensive coverage, such as maternity and pediatric care that may not be fully covered by workplace or government plans.
Targeting families can offer a sizable return on investment as their needs continue to grow and change. Your health insurance advertising should emphasize comprehensive, family plans to spark interest.
Self-Employed
Self-employed consumers, including freelancers, contractors, and small business owners, don’t receive employer-sponsored health benefits and often seek out private insurance options.
When marketing to this group, it’s important to highlight how your insurance plan provides flexibility, affordability, and access to a wide network of healthcare providers. All these features resonate with self-employed individuals who value the flexibility and freedom that comes with their career choices.
2. Understand Their Pain Points
Health insurance marketers must convey in their messaging that they understand the challenges consumers face when looking for healthcare coverage, including:
- Inability to find good coverage at an affordable price
- Confusing and unclear explanations of what is covered and what is not
- Lack of flexibility
Acknowledging these concerns in your messaging helps position your brand as a supportive provider that offers solutions to meet their needs, building trust with potential clients.
3. Create Content That Resonates
By understanding consumer pain points, you can center your marketing messaging around how your plan solves them. You’ll want to use clear and concise ad copy that quickly communicates to potential clients what sets your insurance apart from other plans.
Effective marketing is all about selling transformation, so including visuals of healthy individuals or families along with strategic messaging is essential.
Creating convincing content is important, but delivering your ad through the right channel to ensure it reaches your target audience is just as crucial.
4. Get Noticed with Wellness Boards
One of the most effective insurance advertising strategies for reaching target audiences is to connect with them when they are out of the home and actively engaging with their surroundings. In-store wellness billboards at supermarkets, pharmacies, and gyms offer health insurance marketers the opportunity to connect with consumers at the right place, at the right time.
Terraboost Media’s wellness kiosks (with free sanitizing wipes), located at the entrance and within leading retailers, encourage customers to stop for a moment, take a wipe, and view the wellness billboard, creating a positive connection with the sponsor.
As a leader in wellness billboard marketing, Terraboost reports that 80% of shoppers take a sanitizing wipe from their billboards, and 75% serve as the primary decision-makers when selecting a healthcare provider for their household, making them an ideal platform for health insurance marketers.
5. Grow Client Referrals
Both in-store and online advertising have their place in health insurance marketing campaigns, but don’t underestimate the ability of word-of-mouth marketing to drive business.
Many health insurance companies have found success in partnering with doctors to be their brand ambassadors, as patients are more likely to trust insurers recommended by healthcare professionals. Team up with doctors to develop referral programs and foster brand trust organically. You can generate even higher conversion rates by offering patients exclusive perks, such as a discounted membership if they sign up via their doctor.
6. Increase Visibility Online
Google Map Pack Ads
It’s immensely important for local health insurance companies to fully utilize Google Maps to boost their online presence since 85% of Internet users use Google Maps to find local products and services.
When a user searches for services in their area, the Google Map Pack displays the top three local results. To appear in these coveted spots, it’s important to maintain a healthy profile on Google My Business, consistently earning 4 and 5-star reviews, and focus on citation building, ensuring your business profile appears on numerous online platforms such as social media pages and review sites.
When all else fails, you can take a shortcut and pay to have your business appear as a sponsored brand in the top search results. While this will give you immediate visibility, organic results tend to generate better click-through rates.
Social Media Video Ads
On average, people spend 28% of their online time on social media platforms. As such, social media advertising, specifically video ads, is a powerful way to reach targeted audiences while they are relaxed and more receptive to promotional material.
Testimonial videos work exceptionally well for healthcare brands as real stories from real clients build trust and credibility. Focus on how your plan improved access, reduced costs, or simplified coverage when creating this content to resonate with your target audience.
Consider creating different testimonial videos geared towards different demographic groups. By creating ads that feature families, young professionals, and self-employed workers, you’ll have ad content that each of your key consumer groups relates to.
Organic SEO
You can pay to rank your business on the Google Map Pack or through Google Pay-Per-Click Ads, but if you don’t want to pay for ads, you can utilize the search engine algorithm to organically promote your company online through search engine optimization.
Search engine optimization (SEO) involves conducting keyword research on the relevant terms that consumers use searching for health insurance online. For example, “affordable family health insurance” or “self-employed health plans.” Once you’ve identified a list of key terms and phrases, you should strategically incorporate them throughout your website content. Search engine algorithms will rank companies higher in the search results depending on how many relevant key terms and phrases they utilize.
You can drive even more organic traffic by producing high-quality articles and blog posts that answer common health insurance questions. By incorporating key terms and phrases into your content, search engines will recognize your company as a trusted authority and educator, boosting your brand’s visibility in search results.
At Terraboost, we take health insurance marketing to the next level. We partner with leading drugstores and supermarket pharmacies, like CVS, Albertsons, and Kroger, showcasing your brand on wellness billboards placed right where health-conscious consumers shop every day.
Stand out in a crowded health insurance market with in-store advertising solutions proven to increase brand engagement. Request more information today to learn how Terraboost’s in-store wellness billboard network can help you reach potential policyholders where it matters most.
