It’s no secret that the changes brought on by the Health Care Reform caused a lot of confusion for many Americans regarding health care. One main cause of this uncertainty was, and continues to be, the fact that people are unsure of their insurance options, or how an independent broker can still help them. In order to stay competitive, retain clients, and attract new customers, your agency must be adapting to industry changes and the new health care needs of Americans.

In the first part of this two-part series, we’ll talk about how to position your agency in the health care industry and what kinds of messages your agency should be sending to clients and prospects.

Before we get into specific marketing strategies that your agency can execute, it’s important to first think about the overall messages you want to portray to clients. In order to effectively position your agency in the health care market, here are some main goals you may want to focus on accomplishing through your marketing efforts:

• Educate Customers: Teaching your clients should be a crucial part of the agency’s marketing messages. Explain to individuals and businesses that they can still utilize independent brokers to secure their health insurance, and can therefore avoid the hassle of finding their own policy via the online exchanges.
• Differentiate Your Agency: Use these marketing efforts to set your agency apart from others. With all the uncertainty surrounding health care, one way to differentiate could be to establish the agency as a reliable, “go-to” resource for information on the health care reform. In order to establish this position or image for your agency, consider providing updates on the ACA, answers to frequently asked questions, and more!
• Establish Your Agency: If your agency is registered on the online Exchange in order to purchase health insurance on behalf of your clients, make this process a part of your marketing message and use it to further set your agency apart. By focusing on the level of convenience you can offer customers, you will be more likely to attract individuals and companies who are hesitant to go online, choose a policy, and register themselves. If your agency hasn’t registered with the Exchange yet, learn more about the role of agents and brokers in the online Marketplace.

When it comes to the Health Care Reform, focusing your marketing strategies on main points such as these is a great way to ensure you are consistently marketing your agency in a successful way. Effective marketing can help you keep and find new customers, despite the health care industry changes caused by the Health Care Reform.

Stay tuned for Part 2 of this series, which focuses on specific marketing strategies your agency can develop in order to effectively communicate these messages to customers and prospects.