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Stop Driving Customers From Your Health Plan Website! | Steel Advertising
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Stop Driving Customers From Your Health Plan Website!

By Kirsten Cutshall and Sawyer Stull

Getting coverage for health insurance can be a tedious task. Many consumers’ biggest gripes start at the website. These tips can help you avoid some common potholes.

Consumers Need a Map to Find a Plan

Navigation on your plan’s site should be very clear and concise. Cut through the over-selling and cute invented benefits or promise statements and tell them what they want to hear. Improving website usability can start with a clear call-to-action to help guide the user through the necessary buying steps. Large, simple buttons like “Get Quote” or “Shop Plans” keep them from struggling with navigating your site.

The Bar is on the Floor

Throw out the review of competitor websites. JD Powers ranked health insurance as the second worst industry for customer satisfaction. Offering a smooth, customer-first service is key but looking to your competition may not help. Prioritize user research and current best practices for web usability to guide you.

Test on Mobile First

Technology is continuing to shift to a more mobile-centered focus for all industries, and should be taken into consideration when reviewing your health plan website. According to McKinsey & Company, 61% of users are unlikely to return to a mobile site they had trouble accessing and 40% visit a competitor’s site instead. With the help of smartphones, customers are able to reach your site at any moment’s notice, so a crisp mobile site with a user-friendly interface is incredibly important. Test your entire site on two types of mobile devices – phone and tablet. Make sure you view each page of the website and any applications or critical processes on the site on each device. In the future, make that the first round for your site’s beta testing, not the last.

Customer Service Closes the Deal

Many customers will reach out for assistance when researching and applying. Instead of looking at this as a negative, embrace this chance to sell. Give customers easy access to customer service contact numbers or chat functions. Better yet, create a protocol for follow-up calls to users to make sure they were satisfied and signed up. When it comes to making a purchase, 64% of people find customer experience more important than price, according to Gartner.

Raw Appeal

While it should be obvious, you must have a site that is easy on the eyes. If a customer lands on your page and sees a subpar interface, they assume that they will receive subpar service. It makes the company look like they are barely able to get to all the needs of the operation, much less treat you well. Just think, if you went to what you believed was a nice restaurant for a $20 steak and it’s brought out to you on a paper plate with plastic utensils – you’re going to most likely change your opinion. Two-thirds of consumers would rather read something beautifully designed than something plain, according to Adobe.

How will you know if your site is pretty? Ask users. Simple design feedback is not expensive to gather.

Is This Plan Your Customer’s Best Option?

Not all of your consumers are the same, they have different health concerns and needs from a health plan. Build a Buyer Persona for each type of consumer and have content on the site that addresses each. For example, a patient that lives in a rural area without easy access to a hospital would want to hear more about telehealth. If a consumer is unable to clearly tell if your plan is the best fit for them, then they will be more likely to continue to shop for a plan that looks like a custom fit for their situation. Hyper-targeting different plans to different demographics will provide more relevant content to your market. According to Accenture, 63% of consumers said they’d think more positively of a brand if it gave them content that was more valuable, interesting or relevant to them and their needs.

Multiple languages

America is an incredibly diverse country made up of different ethnicities and while culturally they may be different, they all deserve the opportunity of coverage for their health. That starts with being able to read what your site has to offer! If a customer can not understand what your company has to offer and their is no option to translate, they aren’t likely to stick around.

Steel brings together data, technology, creative and influence to deliver spectacular growth for brands that are marketing to the American family. Working side-by-side with client marketing teams and in-house agencies, Steel extends your leverage by contributing strategy, creativity, bandwidth and best practices. For healthcare, education, government and CPG clients especially, Steel’s full service, integrated agency capabilities and knowledge of marketing automation makes ideas possible and execution practical. Call Steel with your marketing challenges, and if we are not the right fit, we will point you in the right direction.
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