The Two Stages of Payor Marketing: Planning Your Year
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.
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