health insurance selling – Medicare AdvantageIndividual MedicalMedigap,
Short Term MedicalPart D – is
challenging even the best sales organizations. On the consumer side there’s a
long list of pain points: economic woesincreasing premiumspre-existing
conditionsand healthcare complexities (admit iton a good day it’s a
bureaucratic nightmare tied together with red tape). From a sales perspectivea
commoditized set of individual products and multiple distribution outlets―layered
networks of field agentscall centersWeb enrollment and retail outlets―translates
into fierce competitive rivalry.
market dynamics mean that health plans looking for organic growth must start
with an ability to generate qualifiedactionable leads…and then close the sale. Successful lead generation starts by efficiently
segmenting and qualifying potential
prospects. Only then can a tailored blend of lead producing tactics be effectively
deployed. Lastlypowerful customer relationship
building is critical to closing the sale.
Following are ingredients of high performance lead generation programs.
Qualify – Gatheringanalyzing and interpreting consumer data allows health
plans to understand variations in each customer segment they are pursuing. The
more you know about prospectsthe more prospects you can turn into qualified
leads. Capturing core demographics,
purchasing habits and lifestyle attributes provides important competitive intelligence.
The result is highly qualified leads tied to actual consumer buying patterns
and “most likely” purchaser indicators. Narrowing the view of your market will create
productive leads—those you want to continue to spend valuable direct response
marketing dollars on.
Connect – Influencing consumers takes an ability to articulate
the most compelling features of the products you’re sellingand then link those
features to how they benefit your
target audience. Separate yourself from
the health insurance sea of sameness.
most common lead generation mistake is overemphasis on product detailsrules
or instructions. Focus on strong value-based
messages around elements such as premium savingsenhanced benefitsprovider
choiceor drug coverage. Be persuasive and
actionablealways driving a prospect into a sales relationship.
It takes multiple prospect
touchesusing a combination of
tacticsto obtain an actionable lead. The key is to figure-out which
combination allows you to achieve your growth goals (and manage your budget).
Whether onlinedirect maillocal TVor
community grassrootsdirect response lead generation should generate immediate
consumer response. Anddon’t view lead generation tactics in a vacuumeach has a
specific role in achieving results.
Close – A qualified lead means a prospect has “raised
their hand” and is requesting help as they navigate their purchasing decision.
Don’t let it go to waste. Health plansregardless of the distribution channel
they’re usingneed to establish themselves as a “go-to” resource ready to
answer tough questions and provide trustedconsultative guidance as prospects
weigh their choices. Closer are facilitators. This
means helping prospects compare value-based tradeoffs in the context of their
personal situation. Deliver answers to their problems and watch your close
direct-to-consumer health insurance marketscharacterized by cutthroat
competition and abundant product choicenew member acquisition is directly
tied to lead generation. As group insurance markets continue to fragment and
consumer wants and needs shiftmore individual
consumers will be shopping for health insurance. Shoppers equal leads―potential
customers looking for a resource to help direct their purchasing decision. High performance lead generation converts shoppers
into leads. There is no greater selling opportunity than a qualified lead
looking for help.