Health insurance is a field which has been experiencing alarming growth rates in recent years nationwide, and which continues to be one of the most lucrative areas in which insurance agents and brokers can work. With the universal need for health care, having a pitch to express to health insurance prospects isn’t especially difficult, but agents and brokers working in this field will likely readily acknowledge the fierce competition that exists as a result of the volume of health insurance policies and packages being shopped for and sold. While selling health insurance through traditional advertising strategies that incorporate emotional triggers and excellent placement are still important considerations within these fields, it is often the case that outperforming competition is a major factor in successful health insurance campaigns.
Of course, rising over competition can be a tall order, especially when it comes to the insurance world. The high degree of variability in size, scope, and potential reach of agents and over-arching agencies means that not all hopeful health insurance salespeople will be able to devote the resources necessary to out-perform others. One of the most important considerations when approaching health insurance advertising is the honest assessment of potential reach; that is, how large and varied an audience a campaign will address. One this figure has been produced, agents and groups can work towards identifying other health insurance advertising sources that present realistic competition.
Tackling competition has become something of a catch-phrase in modern business, and its essential meaning may be lost in the frequency with which it is used. While some agents may enjoy the idea of seeing a competitor completely destroyed, truly out-classing another has more to do with the strength of individual performance than with the direct effects on others. It’s a good idea to become familiar with the health insurance advertisements of others, and to get a feel for their style and message; these elements can be used to consider the mindsets and existing messages being shown o the audience you wish to reach. But beyond this point, many of the best health insurance advertising practices are based simply on doing well in an objective sense.
After making proper assessments as to the current state of local health insurance advertisements as gleaned from realistic competitors, insurance agents can obtain additional information about their audience and consider specific niches in order to target their messages more directly. Having specific attributes and ideas in mind when producing an advertisement will help pieces “speak” to potential buyers, making them feel more important and relevant -and more agreeable to purchasing a policy or package, too. Once these elements have been assembled, advertising is simply a matter of aesthetic or verbal design, which can be accomplished with the help of a dedicated professional or with one’s own skills.
Health insurance advertising may seem like a daunting field at first glance, and indeed, with the sheer amount of people selling, shopping for, and buying health insurance both on and offline, individual efforts can feel lost in a sea of similar attempts. But through taking the time to make honest assessments about competition and audience, and applying this information to advertising campaigns, health insurance agents can achieve successful advertising campaigns capable of vastly improving sales ratios, career, development, and professional satisfaction. As with most things in the insurance world, this takes diligence, patience, and a bit of personal cunning -attributes that insurance agents and brokers are likely to already possess in abundance.
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