4. numbers clearly indicated throughout their sites, many Medicare insurance marketers have begun
using a tool called “click‐to‐call,” which encourages customers to ask for a return call from a sales
representative by filling out a short form. By doing so, they are giving that company permission to
contact them—opening the door for ongoing outbound marketing efforts.
Other strategies for generating leads online include:
• Making PDFs of important articles and information available—but requiring seniors to give
out their contact information before gaining access
• Creating a forum that requires registration before posting can begin
• Generating a weekly or monthly email newsletter
• Requiring a name and phone number at the very beginning of all enrollment forms—
ensuring that if the enrollee doesn’t complete the process, your company can follow up
During the phone consultations that result from these leads, your sales staff can also generate
business for your field‐based consultants. Many seniors still feel more comfortable engaging in
business deals face‐to‐face, making an in‐home visit necessary. However, because these customers
will have already done a fair amount of research, chances are good that they will know which
options are the best fit for them—making it all the more likely that enrollment will be procured at
the first meeting.
Internet Lead Generation—The Key to Continued Success.
In an age of increasingly restrictive CMS guidelines, Medicare marketers have to seek creative ways
to reach their customers and continue to grow their businesses. Switching to an Internet‐based lead
generation model is both the most cost‐effective solution and the best route to take to ensure your
company remains competitive in these challenging times.
By providing consumers with the information they need to make their decision online, you’re
targeting them at a time when they’re most open to hearing what you have to say—while they’re
researching their options. You’re also giving them the power to direct the marketing process,
ensuring that when they reach out to you, you can fully engage with them in spite, or perhaps
because of, the most recent CMS regulations.
You’ll also ultimately make your sales staff—both in the call center and in the field—more
productive. That’s because the leads they receive are far more qualified than ones generated by
cold calling, and potential enrollees have already begun to establish a relationship with your
company—resulting in more completed enrollments.
5. There’s no doubt about it. An Internet‐based business model is the wave of the future. And the time
to get on board is now.
Endnotes
1. “Medicare Program; Medicare Advantage and Prescription Drug Benefit Programs: Final
Marketing Provisions,” Centers for Medicare & Medicaid Services (CMS), HHS.
2. “The Growth of Private Plans in Medicare, 2006,” The Henry J. Kaiser Foundation, March
2006.
3. “What Every Producer Should Know About the Final CMS Regulations on Medicare Plan
Marketing,” InsuranceNewsNet, Inc., October 21, 2008.
4. “Medicare Issues New Rules to Enforce MIPPA Marketing Requirements this Fall,” California
Health Advocates, October 4, 2008.
5. Kim, Gary “Boomer Broadband: Boom!” IP Business News, November 19, 2008.
6. Tooker, Richard, “Capturing the Exploding Senior Market: 23 Rules for Targeting Seniors,”
KnowledgeBase Marketing.
7. “Online for Health: the Impact of Online Behavior on Healthcare Decisions Breakdown by
Age,” Harris Interactive, September, 2007.