Empowering the Healthcare Consumer Begins with Producers


Along with innovative products to suit the diverse needs of consumers, empowering the consumer is essential for business prosperity in the healthcare insurance industry. With ever increasing numbers of insurers and insurance products on the market, consumers need adequate information to make the important and personal choice of healthcare coverage. Insurers need to be proactive in providing a high level of service to both attract new consumers and retain membership.

Most carriers utilize some form of marketing activity to get in touch with customers, whether it’s local TV, radio ads, or national commercial spots. Regardless of the medium, these efforts can be for naught if carriers do not also leverage a customer relationship management (CRM) strategy. Leveraging an effective approach to CRM ensures that carriers are proactively managing their interactions with potential members to give them the right information at the right time, empowering them to make the right choice of coverage.

How can a carrier effectively interact with each and every consumer? The key lies in leveraging your most important asset: the agent. Whether you work with in-house agents or independent brokers, your representatives are on the front-lines of customer interaction. Therefore, the best strategy for empowering the consumer begins with empowering the producer.  This strategy can be tough because of the complexity of managing a large distribution channel or multiple channels, and this is why it’s critical for health plans to look for new tools to streamline the processes.

A comprehensive CRM technology solution allows inside sales managers and producers to seamlessly share information. A fully-integrated approach – connecting CRM to other systems such as billing, enrollment, and compensation management – automates every step in the sales cycle.  With such a system in place, carriers can be proactive with sales, organizing prospect information, the producers’ interaction with them, and the details of where the consumer is in the buying cycle.

For example, a new prospect may receive a certain pamphlet, then a comparison chart, then a quote, before they become a member.  After that point, they’ll receive the premium bills, other communication from the carrier to inform their healthcare choices, and renewal communication before the end of the year.  With the right system in place, carriers themselves become empowered with inside knowledge to the sales process, measuring effectiveness through analytics and reports and adjusting strategies on an as-needed basis.


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