Need to target health insurance clients, do you have a good model?

Question

I am currently trying to drill down on the best way to target personal health insurance clients, by demographical and psychograpical data. What were the questions you asked to get you to that point. I'm in the Georgia area, so if you are out of state, I won't be competing with you. I have some ideas, but am working on some test marketing pieces and want to make sure I'm hitting the best sample. Thanks for your help.

Answer 1

I don't mean to be rude and I hope you don't take it as such... but I think your reasoning is... askew. The whole point of marketing is to find some association with the client on an EMOTIONAL level. Then use education and numbers to make sure the association reaches them. Let's look at it that way for a moment. First off, everybody needs health insurance. Then, if you want to sell private health insurance, the only people who will want to buy are the people who don't have it through some other source (work, government aid... etc.) At this point, you will probably find lots of single parents who have a job and make too much for government aid, but don't have health insurance through their work. Then, when you look at their household incomes and household expenditures, you will see why selling private health insurance is so difficult. They don't have very much left. You have several advantages actually. Everybody knows they need it. Everybody wants it and they will search out the most unlikely and far-fetched rumours they hear, trying to get it. But they can't afford it. Now we have your demographic target and your hook (technically called the "emotional recall cue") Now it's time to use the brains and the numbers. What if, instead of your psychographical data... you worked with the accounting dept. to figure out some way that LOW income people could afford your plan. Yes, I know, management wants you to recruit middle class clients. But if you change your program to accomodate lower class clients, you will actually be recruiting the people they want because government subsidy (so to speak) has thrown off your demographic net worth numbers. So, now we have our emotional hook. Amazingly simple... health care that the working single parents can honestly afford. If you can make that happen, you will dominate your industry. I promise you that they will beat a path to your door. You could have the crapiest marketing material on the continent (I wouldn't advise it, but you could) and you will still see double digit growth rates... quarter after quarter. Your problem will be this: the risk of serious illness will be hard for your management to gamble on. They will balk at the idea... I promise that too. The question is: do you want to succeed in your industry or do you want to be a great salesperson. If you just want to sell then throw all that data and all those formulas away and work with a creative marketing consultant on a fantastic viral campaign.

Answer 2

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