Approximately 70 percent of consumers claim they prefer receiving healthcare messages through direct mail, second only to television. The chief reason cited? Healthcare and insurance decisions are complex, and require physically holding and reading a tangible letter or self-mailer to digest all the information.
In an industry that spends more than $9.7 billion on marketing per year, it’s important such funds are allocated wisely. Because direct mail has proven to be a trusted source of insurance rates and offers, it’s also imperative your insurance company integrates this into your marketing strategy. Plus, insurance information is often state specific, so it’s easier to target customers with a more detailed offer by state.
Insurance marketing is generally saved for open enrollment and annual election periods. During open enrollment, typically November 1 through December 15, people can purchase individual healthcare plans. However, these dates may change, depending on the state. For example, New York’s time frame runs from November 1 through January 31. The annual election period, during which individuals can apply for Medicare, spans October 15 through December 7 each year.
This means your marketing efforts should be increased leading up to these periods. You’ll want to send multiple efforts. Start off with a letter package, outlining your rates and the benefits your company can offer. Follow this up with a self-mailer, outlining key points of the first touchpoint. Finally, send a postcard, reminding potential customers about your previous efforts.
Americans can also purchase new insurance if they find themselves in a special situation, which can include a marriage, the addition of a child, moving, becoming a U.S. citizen, losing coverage due to job loss or divorce, losing eligibility for Medicaid or Children’s Health Insurance Program, and more.
When marketing for an insurance company, send highly targeted direct mail pieces addressing the phase of life consumers are going through.
In trying times such as a job loss, consumers will sometimes look to pick up new insurance. Insurance companies should send a direct mail campaign listing benefits and rates to these citizens, plus empathetic messaging such as, “We’re here for you.”
Alternatively, if a couple just gave birth to a baby, you may want to send out a direct mail piece or two, detailing the coverage offered for the new child.
You’ll also want to adjust the rates for each recipient, depending on age, gender, occupation, education, and other determining characteristics. This is where variable data printing comes in.
Personalize every direct mail piece that goes out to potential or current customers. Change the name on each card, calculate a customized rate, and alter the image and text to reflect the receiver’s current lifestyle.
In addition to tailoring campaigns, you’ll need to ensure all mail pieces are Health Insurance Portability and Accountability Act (HIPAA) compliant. Design Distributors is a HIPAA-compliant direct mail partner capable of handling Protected Health Information (PHI), which includes patient information securely.
If your company is trying to sell insurance to someone with a specific illness or condition, you’ll want to use a direct mail piece that offers privacy, such as a letter package. This will conceal the sensitive information inside. The envelope should not mention, nor reference any medical issue.
To ensure you’re reaching all your customers on all the platforms they use, it’s essential to utilize a multichannel approach when marketing your insurance company. To persuade consumers your insurance is right for them, it’s necessary to reach them through eight touchpoints. Use television, phone, email, social media, and online ads in conjunction with direct mail to constantly be in contact with customers and remain top of mind.