For those without access to group health insurance, there’s a definite desire for coverage. But for those covered though their employer, there’s no need.
So how do you find those in need? In the over-65 market, it’s simple: Target by age to find people who might want a Medicare supplemental product. In the under-65 market, though, it’s more problematic. You can target small businesses with fewer than five employees, but that’s a small universe. Finding freelancers, the unemployed and others who don’t have group coverage isn’t an easy task.
That’s why direct response television is a key marketing medium for many Blue Cross Blue Shield organizations.
