Apr 12 2024 10 mins
When it comes to payor marketing, or marketing for insurance companies, planning for the year falls into two primary periods of the year: your open enrollment/AEP period and the off-season.
In this week’s podcast, our CEO Jenny Bristow breaks down how to plan your marketing efforts for these two stages of the year to maximize marketing success:
Always On
During your slow time of year
- Focus on brand awareness efforts for paid media, some acquisition (don’t go dark!)
- Now is a great time to do website updates/redo
- Ensure measurement plans and dashboards are in a good place (including patient privacy clean-up work)
- Integrate new tools, like CRM, email marketing, etc.
- Put some time toward persona development and user journey optimization
- Roll out and test content marketing strategies
Open Enrollment & AEP
During your busiest season
- Ramp up your conversion-oriented media programs
- Limit website changes, testing and tracking programs only
- Test persona-based messaging and optimize, optimize, optimize!
Implement the right marketing tactics at the appropriate time of year to leverage both stages of the payor marketing year.
Connect with Jenny:
https://www.linkedin.com/in/jennybristow/
https://calendly.com/jennybristow