By John Egan
Alexander Graham Bell famously made the first phone call in 1876. While Bell is no longer with us, his invention certainly is. And despite what some folks might think, Bell’s invention remains a valuable component of lead generation in the health insurance sector and other industries.
A Marchex-commissioned study released in 2017 by Forrester Consulting found that inbound callers convert 30 percent faster, spend 28 percent more, and have 28 percent higher retention rates than non-callers do.
“The act of calling someone is very personal, and it’s a very proactive action,” a Marchex executive told CMO.com. “It’s very easy to click on an online ad. But the act of picking up the phone and wanting to connect to someone is a proactive action, and so that inherently creates some intent on the part of the caller. They’ve mentally committed to the next step in the process, whether that’s to learn more about a product, to get pricing, or to set up an appointment.”
In 2015, marketing and advertising research and consulting firm BIA/Kelsey predicted that calls to businesses from smartphones would hit 162 billion by 2019, up from 77 billion calls in 2014.
At LeadsCon Connect to Convert in Boston, three experts in lead generation–Neil Rubin, vice president of business development at Rank Media Agency; Helene Seydoux, CEO of Torchlight Technology Group; and Adam Wild, senior strategic sourcing manager at Health Insurance Innovations–will focus on developments in phone-driven leads during a session titled “The Future of Healthcare: How the Landscape Will Change How Calls Are Generated.”
Key takeaways will include:
- Discovering how to get conversions by requesting filters, monitoring vendors’ closing percentages, and shifting calls to top closers.
- Finding out why live transfers make sense when it comes to health insurance for increased lead quality without substantially increasing expenses.
According to a description of the session: “Despite the initial implementation of the Affordable Care Act in 2014, the health insurance landscape continues to evolve. Lower supply vs. demand has led to higher prices but reduced quality, and the traffic to generate these leads isn’t what it once was.”
One of the struggles in that regard is that fewer people are qualifying for so-called Obamacare coverage than initially envisioned, with some people even assuming they’d get free insurance. As a result, many large agencies won’t pay commissions on sales from the health insurance marketplace and have switched to costlier, short-term medical plans.
Still, we know that health insurance leads haven’t dried up. Plenty of consumers are still shopping for plans that fit their needs. And that’s why it’s critical to not overlook Alexander Graham Bell’s invention in generating leads, even though Bell probably would be shocked by the modern, handheld version of his brainchild.
“Mobile is arguably the most important lead generation trend. It’s simple: If you’re not thinking of mobile, you will be left behind,” writes PropertyCasualty360.