Post on 16-Aug-2015
The Changing Landscape of the Health Insurance MarketPresented to the AARP Agent Advisory Council
By Rey Villar, Online Marketing Manager
San Antonio, TX, November 8, 2010
The Changing Landscape of the Health Insurance Market
Rey VillarNorvax Search/Online Marketing Manager
The New LandscapeThe New Landscape
TurbulenceTurbulenceFearFearPressurePressurePowerlessnessPowerlessness
The Real Problem to FearThe Real Problem to Fear
What Happened to…What Happened to…Travel agents?Travel agents?Real estate agents?Real estate agents?Mortgage brokers?Mortgage brokers?
The Internet happened!The Internet happened!
The Internet DominationThe Internet Domination
Nine out of every 10 individual health Nine out of every 10 individual health insurance plans sold in 2011 will be insurance plans sold in 2011 will be initiated or completed online.initiated or completed online.
- Celent Research, 2008 - Celent Research, 2008
Google U.S. Searches (Monthly)
Medicare 1,830,000
Medicare Advantage, Medigap 74,000
Health Insurance Exchange 3,600
Health Insurance 3,350,000
Health Insurance Quotes 201,000
Affordable Health Insurance 135,000
17,000,000in health insurance market
30,000,000NEW once Guaranteed Issue hits
15,000,000Will Qualify for Subsidies
17,000,000in health insurance market
30,000,000NEW once Guaranteed Issue hits
15,000,000Will Qualify for Subsidies
15,000,000Will Now Be Looking
4 Keys to Survival
1. Greater Efficiency
2. Higher Productivity
3. Diversified Offering
4. Online Marketing
Success-Oriented Toolbox
1. Greater Efficiency- Quoting tool- Eapplications
2. Higher Productivity- Email autoresponders- Desktop sharing
3. Diversified Offering- Ancillary products- Presentation framework
Presentation FrameworkWhat are you going to help them with?
Health insurance
Life insuranceCritical illnessAccidentAnnuitiesProperty and casualty
DON’T
HERE!
1st Pillar of Online Marketing
Generating Generating Traffic: Traffic: Search Engine Search Engine OptimizationOptimization
Google U.S. Searches (Monthly)
Medicare 1,830,000
Medicare Advantage, Medigap 74,000
Health Insurance Exchange 3,600
Health Insurance 3,350,000
Health Insurance Quotes 201,000
Affordable Health Insurance 135,000
Design for Conversion
What if your website generated enough leads — so you never have to buy leads again?
Design for Conversion
1. Beware of artistes
2. Prioritize your products
3. Build trust
4. Understand online shoppers