Affordable Care Act Ruling Makes Marketing a Must for Insurance and Health Care Providers

Yesterday’s ruling by the Supreme Court to upheld the Affordable Care Act may make marketing a priority for insurance companies and health care providers.  Advertising Age predicts that health care marketing will grow, especially as organizations try to reach a new consumer base – uninsured individuals.

KBM Group CMO Lindsay Resnick believes that health insurance companies will engage in “hyper-local targeting” in an attempt to target B2B and B2C consumers.  On the B2B side, businesses with more than 50 employees will remain a key target for group coverage.  Uninsured individuals will emerge as a viable B2C target.  Additionally, insurance companies will continue to foster loyalty among individual and employee group insurance customers.

Online video is a cost-effective way to improve benefits communications.  The June 2012 Employee Benefits Intelligence Report white paper authored by Flimp Media contains valuable insights into benefits video communications, especially campaigns utilizing video postcards.

Video postcards combine video with branding and trackable media content and can be distributed via email or embedded into intranet sites and websites.  Detailed viewer engagement, response and sharing activity is tracked, providing instant feedback on the campaign’s effectiveness.  This new report offers six compelling large employer case studies, detailing how organizations used online video to enhance the benefits enrollment process.

To simplify the creation of benefits communications video campaign, FlimpBenefits now offers a video library.  The benefits video library is available to insurance carriers, health care providers, brokers, and employers.  The videos were designed to improve consumer education and decision making related to health benefits choices during open enrollment periods.