Health Insurance Marketers Ready to Get Social
You’re connected socially online with your college friends, your cousins, your coworkers, maybe even your hairstylist. But are you ready to friend your health insurance provider?
Chances are pretty good that they’ll want to be your friend very soon. When I recently talked with Lindsay Resnick, CMO of KBM Group: Health Services about B2B healthcare marketing for Chief Business Marketer, he noted that because the uninsured population skews young (often in the 25-30 range), being connected with them in the social sphere is vital.
“These people are young, so they feel invincible and might not think insurance is important,” he says. “Plus, they shop completely differently from an early retiree in their fifties.”
Still, this doesn’t mean that seniors and boomers aren’t being considered. Resnick notes that he’s seeing companies look at sing video on Facebook for consumer engagement and loyalty with young and old prospects.
“Seniors are on the web, particularly those just aging into Medicare,” says Resnick.
Getting some positive insurance chatter going socially isn’t a bad idea, especially since Resnick says over 70% of social media opinions about insurers are negative. Yikes.
So, are you ready to get chummy with your insurer?
