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. Connect with Jenny: https://www.linkedin.com/in/jennybristow/ https://calendly.com/jennybristow