With all of the changes in the health insurance industry brought on by the Health Care Reform, many agencies and brokers are unsure how to market and represent themselves. In Part 1 of this series, we highlighted a few main messages about your agency and the health care reform that are important to communicate to customers and prospects. In Part 2, we will discuss more specific innovative marketing strategies that your agency can utilize in order to effectively get these messages across.

Keeping these main branding messages in mind, now it’s time to consider what type of marketing strategies your agency can utilize in order to help spread the word. Here are a few strategy ideas on how to market your agency in light of the Health Care Reform.

How To Market Your Agency In The Midst Of Health Care Reform

• Add a Health Care Reform Landing Page: In order to explain health care changes and your agency’s role in helping customers, you can create a new page on your website. If you want an example, check out Excell Benefit Group’s Healthcare Reform page which explains how the agency can still help clients secure the right health insurance, and provides links to helpful resources about the Health Care Reform.
• Add an Open Enrollment Landing Page: Use this page to highlight the group benefits your agency can provide to businesses in light of open enrollment. Consider including information on open enrollment, important deadlines, and policy options on this page.
• Start a Blog Series: Blogs are a great way to provide individuals and businesses with up-to-date information on Health Care Reform. One great marketing strategy to consider would be a blog series answering frequently asked questions about the health care reform, various health insurance options available, open enrollment questions, etc.
• Create an Email Marketing Campaign: Emails are another great way to spread your marketing messages to customers or prospects. In addition to focusing on useful information in these emails, it’s crucial to focus on their timing. For example, if you are trying to target open enrollment clients through an email marketing campaign, it may be a good idea to send an educational email in October informing recipients that open enrollment will be taking place soon. Another email can then be sent in November reminding them about approaching deadlines, and then again in December as a “last chance” message.
• Promote on Social Media: Use your agency’s social media pages to further establish yourself as a trustworthy resource for health care industry changes by sharing links to helpful information, or by explaining that customers can still purchase their insurance through your agency despite the Health Care Reform. It’s also a great idea to share your blogs and new landing pages via social media in order to attract more visitors to your website.

Keep in mind that all of these strategies work best when used together to market your agency. For example, drive more people to your website by providing a link in your emails to relevant landing pages or blogs on your website.

Don’t let the industry changes cause your agency to lose clients! By being proactive and utilizing innovative marketing strategies such as these to position the agency in the right way, you can not only retain clients, but attract new ones.