Insurance Marketing with Video in Six Easy Steps

I’ll be the first to admit that when it comes to the finer points of insurance and employee benefits, yours truly is somewhat in the dark. Term, life, whole life, health, dental, critical care, workman’s comp… you name it, I don’t know much about it. 
The thing is, I’m not alone. Most employees — especially at the lower end of the pay scale — are too focused on their jobs and their lives to really delve into the what-ifs. What if my kids get sick? What if I need to see a dentist? What if I get hurt and can’t work? (Until recently, my belief was that in this event a little white duck would come and buy me Chinese food. Apparently I was mistaken.)
If you’re marketing insurance, you need to answer these what-ifs. You also need to help Average Joe (or, in this case, Matt) figure out a policy and coverage schedule that is right for him (me). And you’ll also need to tell him (me — us) what the costs of this policy will be, what it does and does not cover, what kinds of people benefit most from it, and so on.
But if Average Joe and I are so entrenched in our work that we can’t stop to think about insurance benefits, much less read a sheaf of paperwork that describes every available policy, how are you going to ensure that you’re getting your message across?
The answer is simple: video.
No, I’m not talking about the kind of video an HR manager pops into a VCR in the break room. I’m talking about Web-powered video that is consumable at the leisure of the employee. Here’s how it works:

  1. Your company or department creates a short Flash video, or a series of short videos, describing the available plans in simple terms.
  2. You then embed these videos in a microsite. 
  3. You enable some sort of analytics system — either through your email service provider or third-party software — to track viewer behavior on this microsite.
  4. Links to the microsite are then sent to employees via email.
  5. As employees interact with the video content, collect and analyze the data coming in from your tracking software.
  6. Follow up with individual employees according to their behavior.

This process has several benefits. Firstly, you’re not interrupting your employees’ work schedule, allowing them to be more productive. Second, video is a much more effective way of communicating benefits and costs, as information presented with video is easier to comprehend and recall. And third, not only does video make a benefits presentation more intimate and therefore more effective, but individualized follow-ups also allow for consistant and intimate nurturing toward enrollment.

This process is simple, relatively inexpensive, and incredibly effective. It’s exactly the process that the School District of Philadelphia used to overshoot their target enrollment rate by 120%. You can read about their video campaign by clicking the image on the left.

If you would like to get started using video for your insurance marketing and/or benefits communications, you owe it to yourself to check out the Flimp trackable video email marketing platform.

Leave a Reply

Past Blog Posts