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Converting Online Health Insurance Leads: Strategies and Tactics

By Chris Bibey
Converting Online Health Insurance Leads: Strategies and Tactics Feature Image
7 minute read
⚠️ Disclaimer: While every effort has been made to ensure that the information contained in this article is accurate, neither its authors nor Aged Lead Store accepts responsibility for any errors or omissions. The content of this article is for general information only, and is not intended to constitute or be relied upon as legal advice.

With the cost of health insurance coverage spiraling out of control, a growing number of people are searching for more affordable policies. And that’s where you come into play.

The average annual health insurance premium for single coverage in 2022 was $7,911. This number jumps to more than $22,000 for family coverage.

As a health insurance agent or broker, this should mean one thing to you: opportunity. 

Here’s the question you need to answer: How will you find, engage, and nurture enough leads to maintain a full pipeline? That’s what we tackle in this article. 

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Below, we discuss six points that can help you take your sales and revenue to the next level. 

Skip ahead: Easily browse thousands of qualified leads at an affordable price. 

Understanding online health insurance leads

Online health insurance leads differ from traditional leads in one primary way: they’re generated via the internet. 

Examples include:

  • Pay-per-click (PPC) advertising: Purchase clicks for targeted keywords, such as [health insurance in city name]. 
  • Content marketing: Common forms of content marketing include blog content, videos, infographics, case studies, and slide decks. 
  • Social media marketing: LinkedIn, Twitter, and Facebook are among the most popular social media platforms. 
  • Lead paths: Leads come in after being directed to fill out a contact form on your website. 

When you know where your target audience gathers, you can more effectively target them with your message. For example, if you’re targeting an older audience, they may be more likely to spend time on Facebook than on Youtube or TikTok. 

Research your ideal client including where they are online and in their lives, and what they’re searching for. This ensures that your leads are high quality and more likely to convert. 

Build trust and credibility

People buy from companies they can trust. They want to know that you’re being totally transparent and only recommending what they need. If you don’t build trust and credibility, you can’t expect to move to the top of the industry, but your competitor will. 

The good news is that there are plenty of ways to do this. 

Start by creating a helpful, easy-to-navigate website. It should include information such as services, testimonials (more on this below), and contact details. Make it easy for your visitors to find what they’re looking for.

Another tactic is to establish yourself as a subject matter expert

Start a blog where you can publish your thoughts on industry publications, and share information on social media. It takes time, but building a strong personal brand is one of the best ways to boost your credibility.

Testimonials act as social proof. Interested customers will see what you’ve done for others and assume that you can do the same for them. A mix of text-based and video testimonials can help build trust and credibility, engage website visitors, and make your brand more attractive. 

Get serious about effective communication

Even with more consumers than ever buying health insurance online, a personal touch remains critical to your success. Now’s the time to get serious about effective communication. 

Clear, concise communication goes hand in hand with building trust and credibility. Even if you’re sharing something that a prospect doesn’t want to hear, it’s better to be upfront and clear in your communication. 

Here are four tips that can help you improve the way you communicate with prospects:

  • Use multiple modes of communication: Phone, email, text messages, and in-person meetings can all help you effectively communicate with your audience.
  • Get personal: Personalized communication results in more effective communication. Whenever possible, personalize your messages — such as on email and social media — to the audience or individual you’re targeting. 
  • Maintain consistent communication: Your goal is to nurture leads from first contact through a purchased policy. This means maintaining an open and consistent line of communication. 
  • Be timely with your responses: Don’t make a prospect wait for an answer. When someone has a question, reply to them as quickly as possible. Show them how important customer service is to you.’

Tailor your sales approach to your audience

No two leads are the same, so the way you approach your audience should vary. 

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For example, the way you discuss health insurance with a healthy 25-year-old will be different from that of a 55-year-old with preexisting conditions.

Tailoring your sales approach means knowing who you’re talking to. 

  • How old is the person? 
  • Where do they live? 
  • Do they have any preexisting conditions? 
  • Do they have coverage? 
  • What type of policy are they interested in buying?

Answering these questions, among others, allows you to treat every lead like an individual, rather than a small part of a larger group. 

Streamline the sales process

Automating and optimizing the sales process will benefit both you and your prospects. For you, a health insurance agent, a streamlined process saves time, reduces your stress load, and allows you to focus more on the tasks that move the needle.

On the other hand, it gives every prospect a clear idea of what to expect from start to finish. There are no unnecessary steps bogging them down. They know what’s happening, why it’s happening, and what they must do to purchase a policy.

Lean on technology to streamline the sales process. Examples include:

  • Customer relationship management (CRM) systems: CRM platforms help agents track and manage customer interactions, store client information, and automate routine tasks, such as follow-ups and reminders. Top options include Salesforce, Hubspot, Zendesk, and Pipedrive. 
  • Artificial intelligence (AI) and machine learning (ML): AI-powered tools, such as the suite recently introduced by Google, can analyze data to identify potential customers, recommend suitable insurance products, and generate personalized quotes, making the sales process more targeted and efficient.
  • Marketing automation platforms: These tools help agents automate marketing campaigns, manage leads, and track customer engagement, ultimately improving the efficiency of the sales process. Popular options include Mailchimp, Hubspot, Constant Contact, Drip, and Hootsuite. 

Review your sales process with the objective of cutting out “dead weight.” Which methods can be optimized and which platforms are yielding the most results? Determine what’s working and cut out the rest. 

Track and analyze your performance

When you track and analyze your marketing performance, it’s easier to pinpoint which strategies and tactics are driving the most business. Here are some other reasons to do this:

  • Measure return on investment (ROI): Tracking KPIs allows you to determine which marketing activities are generating the highest ROI.
  • Identify trends: By analyzing KPIs over time, you can identify trends in your marketing performance.
  • Optimize targeting: KPIs help you understand which demographics and channels are most effective for reaching your target audience.
  • Improve engagement: Tracking KPIs related to engagement (such as click-through rates and social media interactions) can help you identify which types of content and messaging are resonating with your audience.

Now, here’s a list of KPIs to track:

  • Conversion rate 
  • Cost per lead
  • Return on ad spend (ROAS)
  • Click-through rate (CTR)
  • Social media engagement (likes, shares, and comments)
  • Website traffic and bounce rate
  • Email open and click-through rates


With these key points in mind, you’re in a position to create a sales and marketing plan that generates results:

  • Build trust
  • Communicate effectively
  • Tailor your sales approach
  • Streamline the sales process
  • Track your performance

If you’re ready to take your business to new heights, visit our online health insurance lead store

We make it simple to purchase high-quality leads at affordable prices. Combine that with advanced filtering and you have everything you need to get started.

Photo by Leeloo Thefirst

About Chris Bibey

Chris Bibey is a freelance writer with 15+ years of experience in the insurance and finance industries. Clients include Sales Hacker, Outreach, Discover, PayChex, and Moran Insurance. He has also worked as Head of Sales for Verma Media.

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