The Purchasing Journey for Subscribing to a Mutual Insurance Company: How to Reconcile the Digital Journey and the Physical Journey
Today, consumers are looking for health insurance solutions with increased ease and accessibility. Applying for a health insurance policy, once done exclusively in person, is increasingly moving towards a hybrid purchasing journey, combining digital and physical steps. Health insurance companies must adapt to this trend to offer a seamless and satisfying experience to their prospects. This is where a web marketing agency comes in to help them transform their online presence and effectively capture prospects throughout the purchasing journey.
First step of the subscription process: Awareness - Moment of life.
The purchasing journey often begins with a new moment in life: a wedding, the arrival of a child, a change in professional situation. And this triggers an awareness. At this stage, individuals become aware of their need for health insurance coverage and begin their search for information. To capture prospects at this stage, mutual insurance companies must optimize their online presence. This includes creating informative and useful content such as blog articles, guides on the different coverages offered and educational videos explaining the advantages of mutual insurance.
The Webmarketing Agency can help mutuals improve their natural referencing (SEO) to ensure that their website appears in relevant search results. They can also leverage targeted online advertising to reach a wider audience while using social networks to generate interest and engagement from users.
Step Two: Information Search
Once prospects are aware of their need, they begin in-depth research. They compare different health insurance plans, review coverage and rates, and read reviews from other customers. Health insurance plans should ensure that their website is easy to navigate and that important information is clearly presented. Online comparison tools can also be useful to help prospects evaluate different options.
The web marketing agency can create specific landing pages for each type of mutual offered, making it easier for prospects to find information. They can also set up personalized email marketing campaigns to stay in touch with prospects and provide them with additional information according to their specific needs.
Third Step; Evaluation and Decision
At this point, prospects have narrowed down their choices and are ready to make a decision. They may seek out additional reviews, check online forums for feedback, or even ask questions directly to insurance representatives via live chat or phone. Insurance companies should be available and responsive to answer prospects’ questions and clear up any doubts.
The Web Marketing Agency can help mutuals set up live chat tools on their website, offer customer service via email and telephone, and create compelling content, such as case studies of satisfied customers, to build trust with prospects.
Step Four: Decision Making
Once prospects have made their decision, comes the subscription stage. Mutual insurance companies must make this process as simple and quick as possible. Online subscription forms must be user-friendly and the entire process must be clearly explained.
The web marketing agency can work with mutuals to improve the user experience of the online subscription process, eliminating potential friction and optimizing the process for mobile devices.
The path to purchase a health insurance policy has evolved with the advent of digital. Health insurance companies must now reconcile online and offline purchase paths to provide a seamless and satisfying experience to their prospects. A web marketing agency can play a vital role in this transformation, helping health insurance companies adapt their online presence to effectively capture prospects at each stage of the purchase journey. By leveraging digital tools and providing responsive customer service, health insurance companies can stand out in a competitive market and meet the changing needs of today’s consumers.
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