As health insurance CMO’s prepare for the 2017 Open Enrollment period, they should consider how to close the generational content gap. Leveraging technology solutions that can segment members based on generational buyer demographics and attitudinal preferences allows carriers to automate marketing preferences and target age groups in ways that they prefer to consume content.
Carriers must recognize that different audience segments have their own specific requirements for how they prefer content, and motivations for making purchasing decisions.
“Technology (Smartphones, Online and Social) has primarily shaped and driven these engagement preferences and those companies who do not adapt quickly and stay nimble in their marketing responses are sure to be left behind. In fact, one message delivered across even one or two mediums is no longer an effective approach to encourage buying or develop brand loyalty.”
In order to effectively market across generations, it will be imperative for carriers to understand how to engage with each of these segmented audiences. Technology that can provide a holistic view of members and allows segmentation based on behaviors and buyer demographics would allow insurance marketers to quickly refine and tailor their open enrollment campaign strategies to maximize not only customer acquisition but retention as well.
Below are generational buyer stats conducted by Pew Research to consider when planning your open enrollment sales and marketing strategies:
- Born from 1946 to 1964 and were raised out of social movements for civil rights, free speech and women’s liberation.
- As creators of the do-it-yourself marketplace, they prefer service options and ways to customize.
- Boomers take the lead when it comes to time spent consuming content. More than 25 percent of Baby Boomers clock in at over 20 hours of content per week
- Messaging Strategy: Focus on their individuality and determination to “do their own thing.”
- They answer to emotional appeals, nostalgia and reject the idea of an idle retirement.
- Born between 1965 and 1980
- They depend on themselves and start 70 percent of new businesses.
- Spend 5-10 hours per week consuming content online, typically in the morning and on the weekend.
- Gen Xers are also online researching purchases, but they’re more apt to purchase in person versus online.
- Messaging Strategy: Focus on the facts and avoid any hype.
- They want to feel in control without feeling manipulated
- Focus on high-quality images and truthful copy.
- Born anywhere from 1985 and 2000
- Civic-minded and ecologically aware
- Lives revolve around digital, social and mobile platforms
- Millennials spend nearly 30 hours per month on social media channels
- Purchase decisions are made after reviewing choices with friends and will trust their friends perspective over brands.
- Messaging Strategy: keep your messages short, funny and true
- Social media empowers them, so market to them carefully