Well being Insurance coverage Content material Advertising and marketing | Brafton

Issues at your medical insurance firm are … positive, you suppose. You have got a sizeable lineup of purchasers. You may’t please everybody, so some go away earlier than extra inevitably are available to exchange them. Your workforce designed an internet site, however you need to admit it’s not getting as many guests as you’d like.

Your workforce of leaders explains to you that medical insurance firms like yours must do extra to get seen. You want a presence on the web and on social media. You want a content material advertising company.

As you look out your workplace window, arms folded behind your again, you ever-so-slightly flip your head. 

“Get Brafton on the cellphone.”

The Significance of Content material Advertising and marketing for Right now’s Well being Insurers

If you wish to get what you are promoting recognized on-line, digital advertising is just about a should. So what’s it, and why ought to well being insurers give it the time of day?

Content material advertising is a type of digital advertising and an oblique type of promoting. As a substitute of utilizing radio jingles or TV spots, it generates curiosity in what you are promoting by benefiting from numerous kinds of selling whereas all the time holding search engine marketing (web optimization) in thoughts.

Let’s have a look at some widespread kinds of content material advertising your medical insurance firm can use:


Blogs might be referred to as the bread-and-butter of content material advertising. These are sometimes academic in nature, explaining a related topic earlier than wrapping it up with a name to motion (CTA). The aim right here is to make your model an authority on topics related to your subject. Put out sufficient attention-grabbing blogs and also you’re in your technique to being relied upon for data, which in flip boosts your model recognition. Above all, it will get individuals to belief you.

Blogs in your firm would possibly embody details about the several types of medical insurance and which one is greatest for whom. They is perhaps about learn how to do desk yoga when you’re after the work-from-home varieties. Perhaps they’ll lay out choices for senior well being care insurance coverage. Actually, something is in play so long as it’s at the very least tangentially associated to your model. No must pigeonhole your self — no matter you wish to be seen as an authority in, go for it (and don’t be afraid to get inventive).

Blogs work partially as a result of nothing turns off a reader like a gross sales pitch mingling with their seek for unbiased data. Persons are naturally averse to promoting, so incomes their belief with out sounding like an advert can finally be what will get them to transform to your model.

Touchdown Pages

A touchdown web page immediately markets a services or products, laying out all its options, advantages and explanation why it’s best to use it. Touchdown pages are sometimes to-the-point and don’t preamble a lot earlier than launching into the center of issues. In distinction to blogs, they’re probably not academic as a lot as promotional.

White Papers

If you wish to clarify one thing in nice element, chances are you’ll wish to write a white paper. These are sometimes for B2B functions after a consumer has already proven curiosity in a services or products. Their function is to go manner deep into the way it works and why it’s best to spend money on it. As you would possibly anticipate, white papers may be fairly prolonged, with many being hundreds and even tens of hundreds of phrases.


The time period “eBook” means one thing somewhat bit completely different in digital advertising than it does in your J.R.R. Tolkien assortment. It’s nonetheless an digital e-book, however advertising eBooks can embody plenty of subjects about their merchandise. For instance, you would possibly clarify how your services or products solves a particular drawback. eBooks are sometimes, although not all the time, visual-heavy, with a lot of infographics, charts and engaging web page designs. They’re usually long-form, although not as a lot as white papers. 

Social Media

Social media is a spot to catch your audience’s consideration and cause them to one other piece of content material, like a weblog or touchdown web page. Actually proficient social media specialists know learn how to get somebody to take a break scrolling by their feed lengthy sufficient to see the publish, develop into and cease what they’re doing to click on the supplied hyperlink.

These are simply among the several types of content material advertising you should use to get individuals enrolling in your plans.

Content material Advertising and marketing Methods All Share a Few Frequent Targets

The intricacies of 1 medical insurance advertising technique can differ from the following, however all of them have a number of issues in widespread. With a well-planned and executed technique, you possibly can:

  • Improve model recognition. Step one in an excellent content material advertising technique is to get your identify on the market and in individuals’s heads.
  • Earn extra potential clients. The tip aim is to herald enterprise.
  • Hold your present sufferers. Even when you herald new sufferers, it’s not a lot good in the event that they don’t keep.
  • Enhance affected person experiences. Sufferers will really feel extra appreciated when you have interaction with them.

What’s web optimization?

Earlier, we used the time period search engine marketing (web optimization). Content material advertising businesses that write blogs and touchdown pages are very into web optimization, for a reasonably easy cause: It makes your pages extra seen on search engine outcome pages (SERPs).

Simply take into consideration how individuals searching for a well being care insurance coverage company go about it. Many go straight to search engines like google and yahoo like Google with queries like, “What’s the most effective well being care insurance coverage?” and “What are the several types of well being care insurance coverage?”

As quickly as they hit the Enter key, the consequences of web optimization occur to find out which ends present up on the high of the web page. Essentially the most related pages with the most effective web optimization are on the high.

It’s the job of the content material advertising company to place you there.

The Anatomy of a Nice Piece of Well being Insurance coverage Content material

Let’s speak about what an important piece of medical insurance content material seems like, beginning with a weblog.

First, you and the content material entrepreneurs provide you with a plan. This consists of answering questions like: 

What Are Our Targets With This Piece?

Nothing can get accomplished with out first establishing objectives. One other manner of phrasing that is, “What can we wish to accomplish with this piece of content material?”

We stated earlier than that the aim of blogs is usually to spice up model authority with academic content material, so let’s say that’s what you wish to do.

If in case you have one other aim, reminiscent of “Supply the audience explanation why they need to enroll,” you then’d most likely be making a touchdown web page as an alternative.

What Ought to the Weblog Be About?

Following your aim, your weblog ought to be about one thing related to the well being care insurance coverage business. That’s a reasonably broad subject, so your choices are many. You may decide the reply to this query by phrasing it extra particularly: “What can we wish to be seen as a number one authority in?” The reply might be one thing basic like well being care insurance coverage, however that most likely wouldn’t make for a really efficient weblog. As a substitute, it’s greatest to diversify and canopy all of the subjects that make up well being care insurance coverage advertising.

For the sake of argument, let’s say the subject you resolve on is “The several types of well being care insurance coverage.”

What Key phrase Do We Need To Rank For?

Now that you’ve a subject, we are able to tweak it a bit relying on the key phrase we’re aiming for. Key phrases and keyphrases are the phrases somebody varieties into the search bar searching for solutions.

That is when the content material advertising company will get the web optimization key phrase analysis workforce concerned. In a nutshell, their job is to discover a related key phrase that’s moderately simple to rank for. Let’s sort “kinds of well being care insurance coverage” into Google and see what comes up.

health insurance content marketing google screenshot

A “.gov” web page is ranked No. 1 right here. Authorities webpages are very tough to outrank, regardless that they is probably not particularly optimized. It’s because they’re typically thought to be authoritative sources. The truth is, on the time of this writing, the web optimization software MarketMuse says it’s solely bought a content material rating of 32 out of a goal of 45.

health insurance content marketing example

Nicely, there’s nothing we are able to do about that — however that doesn’t imply everybody’s going to click on that hyperlink or cease there. How concerning the No. 2 spot? It seems prefer it’s WebMD with a weblog that compares the several types of well being care insurance coverage. It’s optimized moderately nicely, however not completely.

health insurance content marketing intent

We’re beginning to get a have a look at what we’re competing in opposition to as we go down the listing of outcomes. Whereas we’re up in opposition to some stiff competitors, this key phrase is much much less crowded than, say, “medical insurance.”

The decision? It’s completely attainable to hit Web page 1 right here.

We’ll then write and optimize the weblog utilizing web optimization instruments. Our aim is to satisfy or exceed the goal content material rating. The method concerned is past the scope of this text — simply know that when we’re accomplished, our weblog will probably be positioned excessive up on the listing of search outcomes. If the piece is efficient, it can result in conversions — i.e., clicks on the CTA, which might be subscribing to a publication, contacting what you are promoting or trying out product touchdown pages.

Steps to Constructing a Content material Advertising and marketing Technique That Delivers

We delved into what a weblog would possibly appear to be for a well being care insurer, however what concerning the larger-scope content material technique? Nicely, it’s not such as you’re stopping at one weblog. A sound content material technique is a venture that encompasses many various content material varieties.

In content material advertising, every asset you create may be tied into broader campaigns that attain your audience in quite a few methods. Assume again to all of the types of writing we talked about earlier. We’re prone to have touchdown pages that go into your particular options, aiming to make conversions. These may also be optimized for search engines like google and yahoo and include backlinks — hyperlinks to different content material in your web site. If you would like a chunk of social media platform advertising, that workforce will construct your model and craft your whole platform, resulting in extra clicked hyperlinks.

Perhaps you might have an eBook or white paper that describes your product choices intimately. Hyperlinks to these will probably be supplied on different related items of content material.

Our net of content material items that go all around the web come collectively to type a cohesive complete that’s your content material technique.

By the top, we’ll have met all our objectives, from rising model consciousness to bettering the consumer expertise.

Get Your Well being Care Insurance coverage Model Identified With Content material Advertising and marketing

It took quite a lot of work planning and executing the proper content material advertising technique in your well being care insurance coverage enterprise. However as you have a look at your Google Analytics, probably the most delicate of smiles — the kind solely a happy enterprise proprietor can pull off — crosses your face.

Persons are speaking about your model. Your conversion charges are much better than they’ve ever been. Each your present and potential purchasers see you as a reliable authority in your subject.

At this fee, you’re in your technique to changing into a family identify.

Hey, perhaps these guys at Brafton knew what they have been doing.