01
Mar
2018
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5 TIPS FOR REVVING UP YOUR MEDICARE ENROLLMENTS

Tip 3–Closing the Sale


Your campaign is up and running and generating qualified leads. Yay! This is both an exciting and critical time. Now you need to convert those leads into members. In Tip 3 of our 5-part series for improving your Medicare ROI, KERN Health will explore key sales channels and provide insights into how you can convert more successfully because there’s nothing sadder than a wasted lead.

CAPTURING SALES ONLINE


As the younger stretch of Baby Boomers age in to Medicare, they are bringing their Internet savviness with them. Marketers are seeing more engagement with their websites than ever before, with more enrollments occurring online. This is why it’s important that your site be as highly functioning as possible. Consider incorporating these kinds of features:
  • Click to call or click to chat—As prospective members surf your site, questions often occur to them. It’s productive if you connect with them immediately and provide answers.
  • Online enrollment applications—When a prospect is online and ready to commit, facilitate their enrollment online so they don’t have to leave the environment.
  • Educational videos—When posted on your site, educational videos keep your prospective member engaged and informed. The longer prospects stay on your site, and the more expert they think you are, the better. Topics such as “Medicare Basics”, “How to Choose the Right Medicare Plan for You” and “Countdown to Medicare” are very popular with the Medicare audience. These videos can also be uploaded to YouTube, which expands your presence online.

MASTERING TELESALES


You cannot underestimate the value of a good telesales operation. When a lead calls in, they are motivated. They want information and a personal connection. This is another critical step, because how telesales handles the call can make or break your goals. Are your agents knowledgeable, friendly and helpful? Or confused about your plan benefits and distracted? Are calls handled quickly? Or are your prospects waiting forever, until they give up and hang up? Here are some important aspects to consider:
  • Multi-tiered staff models are best practice. One tier will screen for eligibility (Is the caller in the right ZIP code? Do they have their Medicare card? etc.). This saves your real salespeople tons of time and energy. The next tiers include licensed agents who can sell leads once they’ve been qualified.
  • It’s ideal to staff 24/7 during AEP. If budgets do not support this, ensure that you can increase staff in the last two weeks of AEP, as applications increase during this time.
  • Training is a MUST to prepare telesales agents for the onslaught of calls and questions they will receive. Call-in scripts are also valuable at guiding agents through FAQs and sales closure.

BOOSTING FIELD SALES


Successful Plans take advantage of up close and personal interactions to increase their enrollments. They use a combination of the following tactics:
  • Brokers have become a very important sales channel, especially in light of the Affordable Care Act. They can drive as much as 70% of sales in some markets. But it’s important that you establish your commission structure and payment processes up front for this channel, so they are competitively incentivized and there’s no confusion down the road.
  • In-home Appointments are perfect for those prospects who need more hand-holding, AND, they have an insanely high close rate of 90+%. But you must balance this with the fact that they take A LOT MORE TIME. You can only schedule a handful of appointments in a day versus talking to double-digit seminar attendees 2 or 3 times a day.
  • Seminars and Community Events help to facilitate the application process for multiple people at the same time. For this reason, they are a very successful alternative sales channel for those prospects who require face-to-face interaction. Be sure to have the proper sales support tools in place like signage, sign-in sheets, PowerPoint and/or video presentations, the right amount of enrollment kits, etc. The last thing you want is for seminar attendees to show up and not have the right materials to close the sale. These leads are “hot, hot, hot” and you don’t want them to swim off the hook.

NO SKIMPING ON PREPARATION


There is a lot of prelaunch work that goes into ensuring your sales channels are active and ready to maximize enrollments and report out. If this foundation is not well established, you can upset potential members and quickly see marketing budget efficiencies go out the window. Don’t make that mistake—be prepared!!!

Want to meet or exceed your Medicare enrollment goals for 2019? Email Denise Graham at dgraham@kernagency.com. Or call her direct line at 818-449-4468. She’ll be happy to arrange a meeting to answer any questions you may have.

About Denise Graham
In addition to her agency Account Management background, Denise has worked for multiple health plans, including Kaiser Permanente and PacifiCare. She has spent much of her career promoting Individual and Families and Medicare healthcare products. She was a key player in the development of Kaiser’s “Total Health” brand strategy and implementation in addition to the acclaimed “Thrive” marketing and ad campaign.

About Boni Peluso
Boni is a Medicare specialist with over 9 years of experience marketing to Medicarians. As an Associate Creative Director, she leads the Medicare creative development team at KERN Health.
01
Mar
2018
5 TIPS FOR REVVING UP YOUR MEDICARE ENROLLMENTS
SHARE

Tip 3–Closing the Sale


Your campaign is up and running and generating qualified leads. Yay! This is both an exciting and critical time. Now you need to convert those leads into members. In Tip 3 of our 5-part series for improving your Medicare ROI, KERN Health will explore key sales channels and provide insights into how you can convert more successfully because there’s nothing sadder than a wasted lead.

CAPTURING SALES ONLINE


As the younger stretch of Baby Boomers age in to Medicare, they are bringing their Internet savviness with them. Marketers are seeing more engagement with their websites than ever before, with more enrollments occurring online. This is why it’s important that your site be as highly functioning as possible. Consider incorporating these kinds of features:
  • Click to call or click to chat—As prospective members surf your site, questions often occur to them. It’s productive if you connect with them immediately and provide answers.
  • Online enrollment applications—When a prospect is online and ready to commit, facilitate their enrollment online so they don’t have to leave the environment.
  • Educational videos—When posted on your site, educational videos keep your prospective member engaged and informed. The longer prospects stay on your site, and the more expert they think you are, the better. Topics such as “Medicare Basics”, “How to Choose the Right Medicare Plan for You” and “Countdown to Medicare” are very popular with the Medicare audience. These videos can also be uploaded to YouTube, which expands your presence online.

MASTERING TELESALES


You cannot underestimate the value of a good telesales operation. When a lead calls in, they are motivated. They want information and a personal connection. This is another critical step, because how telesales handles the call can make or break your goals. Are your agents knowledgeable, friendly and helpful? Or confused about your plan benefits and distracted? Are calls handled quickly? Or are your prospects waiting forever, until they give up and hang up? Here are some important aspects to consider:
  • Multi-tiered staff models are best practice. One tier will screen for eligibility (Is the caller in the right ZIP code? Do they have their Medicare card? etc.). This saves your real salespeople tons of time and energy. The next tiers include licensed agents who can sell leads once they’ve been qualified.
  • It’s ideal to staff 24/7 during AEP. If budgets do not support this, ensure that you can increase staff in the last two weeks of AEP, as applications increase during this time.
  • Training is a MUST to prepare telesales agents for the onslaught of calls and questions they will receive. Call-in scripts are also valuable at guiding agents through FAQs and sales closure.

BOOSTING FIELD SALES


Successful Plans take advantage of up close and personal interactions to increase their enrollments. They use a combination of the following tactics:
  • Brokers have become a very important sales channel, especially in light of the Affordable Care Act. They can drive as much as 70% of sales in some markets. But it’s important that you establish your commission structure and payment processes up front for this channel, so they are competitively incentivized and there’s no confusion down the road.
  • In-home Appointments are perfect for those prospects who need more hand-holding, AND, they have an insanely high close rate of 90+%. But you must balance this with the fact that they take A LOT MORE TIME. You can only schedule a handful of appointments in a day versus talking to double-digit seminar attendees 2 or 3 times a day.
  • Seminars and Community Events help to facilitate the application process for multiple people at the same time. For this reason, they are a very successful alternative sales channel for those prospects who require face-to-face interaction. Be sure to have the proper sales support tools in place like signage, sign-in sheets, PowerPoint and/or video presentations, the right amount of enrollment kits, etc. The last thing you want is for seminar attendees to show up and not have the right materials to close the sale. These leads are “hot, hot, hot” and you don’t want them to swim off the hook.

NO SKIMPING ON PREPARATION


There is a lot of prelaunch work that goes into ensuring your sales channels are active and ready to maximize enrollments and report out. If this foundation is not well established, you can upset potential members and quickly see marketing budget efficiencies go out the window. Don’t make that mistake—be prepared!!!

Want to meet or exceed your Medicare enrollment goals for 2019? Email Denise Graham at dgraham@kernagency.com. Or call her direct line at 818-449-4468. She’ll be happy to arrange a meeting to answer any questions you may have.

About Denise Graham
In addition to her agency Account Management background, Denise has worked for multiple health plans, including Kaiser Permanente and PacifiCare. She has spent much of her career promoting Individual and Families and Medicare healthcare products. She was a key player in the development of Kaiser’s “Total Health” brand strategy and implementation in addition to the acclaimed “Thrive” marketing and ad campaign.

About Boni Peluso
Boni is a Medicare specialist with over 9 years of experience marketing to Medicarians. As an Associate Creative Director, she leads the Medicare creative development team at KERN Health.