Part 1: Using Video to Highlight Products & Benefits
While a picture is worth a thousand words, Forrester Research’s Dr. James McQuivey argues that “a minute of video is worth 1.8 million words.” With that logic, it would take under seven minutes to convey the entirety of the whopping 11.6 million words in the ACA regulations. Whether healthcare regulations, health plan policies or explanations of benefits, to the average consumer, health information can be interpreted as complex and confusing. Using video to address these offerings can help insurers ease the confusion and make sense of the complexities for members.
With the Annual Enrollment Period and Open Enrollment underway, health insurers should be using video to educate members and prospects about detailed products, unique benefits and essential services. Here are a few ways in which insurers are relying on video to tackle these challenges:
Introduce (and explain) new products
When MVP Health Care, a client of Media Logic, added the SmartFund™ medical savings account to one of its Medicare products, it turned to a video embedded on the product’s web page to explain how it worked. The video explains how SmartFund™ is a different approach to Medicare Advantage plans and uses simple graphics to highlight the product’s coverage, flexibility and affordability.
Demonstrate how to get the most out of new websites
In advance of the Open Enrollment period, WellCare used video to give members and prospects a virtual tour of the insurer’s new website. The video highlights the improved navigation, mobile functionality and location-based tools, while giving tips for logging on and selecting a plan.
https://www.youtube.com/watch?v=FwFChMlYM1s&t=14s
Welcome new members
From unfamiliar websites to the latest wellness features, becoming a new member can at times seem overwhelming. How does Texas Health Aetna alleviate new member unease? Through a video that welcomes new members and gives a brief introduction of available services, how to log into the member site to get started, and more
Introduce member discount programs
Blue Cross Blue Shield of Western New York’s member discount program comes in a unique package: a small bright blue box containing two decks of cards with over $1,000 in savings. (We wrote about it here last year.) Here’s how the insurer uses video to announce The Blue Box program to its members. See more on BCBS of NY’s YouTube page where they share video highlights of the #BlueBox deliveries.
Tout 24/7 provider access
Although it’s becoming more common for insurers to offer 24/7 access to providers via telemedicine or on-call providers, the offering is still a selling point for members and prospects. In just 15 seconds, this video from Oscar (likely intended as a pre-roll ad) uses a story to promote its Doctor on Call feature. Similarly, Tricare uses its “TricareTV” newscast-style videos to promote its 24/7 Nurse Advice Line.
Define the model the insurer uses for its Medicare plans
The CareMore Medicare Advantage Plans offered by Anthem follow a high-touch patient care model aimed at preventive care and wellness. Anthem’s video series promotes the model, which includes neighborhood care centers, a team of medical professionals coordinated by a nurse, individualized support like free rides and in-home visits and social activities.
Announce “pop-up” or limited time member perks
“Need a ride?” asks UPMC Health Plan. Uber and UPMC teamed up during last year’s Open Enrollment for a two-week promotion aimed at raising awareness about distracted driving. The health insurer used video to announce the promotion and explain how to take advantage of the free rides for members. (In another recent video, UPMC highlights the partnership’s latest initiative – a one-of-a-kind experience for members in the Pittsburgh community.)
https://www.youtube.com/watch?v=rY0whDNwFAM
Spotlight good customer service
In a series of videos about the “perfect experience,” Humana customers deliver testimonials about how they were helped by the insurer’s customer service team. This video, for example, showcases Thomas and Joanna’s experience:
Promote mobile apps
Cigna offers an app – Coach by Cigna – to help members achieve goals related to exercise, food, sleep, stress and weight. The Cigna website displays a brief video tutorial that highlights the features of the app in both English and Spanish.
Make a pitch to employers
One of the tools Media Logic client HAP uses in its employer outreach is a microsite targeted at local businesses. It includes a video series that features testimonials from long-term customers, known as “HAP Stories.” Here’s one from Stone Soap:
From product explanation to mobile app introduction, video has a multitude of uses for highlighting products and benefits in an engaging and informative way. As open enrollment continues, determine how to use video assets to help members get the most out of their health plan options and to show prospects why your plan could be the right fit.
Check back next month to discover how health insurers are using video marketing to bridge gaps in health insurance literacy among consumers.
