How to Sell Health Insurance in the Era of Obamacare
Posted in: UncategorizedHow do you market health insurance in the era of Obamacare? Kind of like soap, cereal and other consumer products, according to one leading health-insurance company.
“We probably have a lot to learn from the Procter & Gambles of the world, and those types of companies that have been marketing to consumers for years,” said Darren Rodgers, chief marketing officer at Health Care Service Corp., which operates Blue Cross and Blue Shield plans in Illinois, Texas, Montana, New Mexico and Oklahoma.
In other words, as uninsured residents enter the market, companies must appeal to individual buyers, vs. relying solely on tried-and-true business-to-business marketing techniques. The first hurdle, of course, has been to deal with the technical glitches that have plagued the federal health-exchange website. The site, used by 36 states, offers health plans operated by companies such as Health Care Service Corp.
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