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

1. Focus on brand awareness efforts for paid media, some acquisition (don’t go dark!)


2. Now is a great time to do website updates/redo


3. Ensure measurement plans and dashboards are in a good place (including patient privacy clean-up work)


4. Integrate new tools, like CRM, email marketing, etc.


5. Put some time toward persona development and user journey optimization


6. Roll out and test content marketing strategies

Open Enrollment & AEP

During your busiest season

1. Ramp up your conversion-oriented media programs


2. Limit website changes, testing and tracking programs only


3. 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