Unique challenges in Benefit Administrators Marketing:
- Participant engagement is a challenge that those outside the space may not fully understand.
Most of the time marketing campaigns are given the green light based on generalized sales and marketing goals, it’s almost becomes a standard checklist and is used regardless of the product or engagement type. The problem is, with benefit administrators marketing is; reaching defined “sales” goals isn’t nearly as direct as selling a physical product. What further complicates the campaign are the variables the participants choose, and compliance allows for- does the plan qualify as high deductible, can the participant fund an FSA, LFSA, etc. Without knowing each participant and exactly what they could benefit from as well as eligible for, how do you effectively “connect” with your customers?
Marketing Quantifier Questions
Not sure there is a simple answer, but it may be a good start to make sure they know about you and your business. Try asking some questions like to make sure you know where your marketing efforts will be most effective in creating engagement between your TPA and the participants (potential as well).
- Do employees know you exist or think you are just part of their health insurance?
- A real understanding of what you offer, do they understand their benefits?
- Previous negative and persistent impressions of benefits (e.g. use or lose)?
- The positive impressions of their TPA &/or benefit offerings?
- Pre existing administrator adversity? (previous negative experiences)
- Participants understand the different “administrators”, roles, and procedures?
There is really is so much more to benefit administrators marketing, it’s a unique space, is often misunderstood, and we hope this gets everyone thinking about different ways to connect with participants.
Check out this post by Digital Marketer, about creating Customer Avatars. We pulled out the 4 main “profiling” concepts to consider in the boxes below.
Goals & Value:
- What are the Participant
- What is the Participant’s
Challenges & Pain Points
- What are this Group’s
- What are the Group’s
- PAIN POINTS
Sources of Information
- Is is working?
- Benefit Materials, Enrollment Meetings
- Website, HR,etc.
Objections & Role
- Benefit/s plan or funding
- Have they communicated
We have some of the most experience TPA + Marketing people in the space, contact us for assistance.