Health Insurance Lead Generation

Written by: Mary Gerardine

Last updated:

Health Insurance Lead Generation

Finding leads is vital to the success of any health insurance agent.

As a health insurance agent, you need an ongoing flow of new leads to ensure you have potential customers. This is particularly important in health insurance, where policies typically last for a year and need to be renewed.

Having a good health insurance lead generation strategy can give you a competitive edge. Read on to learn ways to attract potential clients for your health insurance business.

How to Generate Health Insurance Leads

Insurance lead generation is an important part of any insurance marketing campaign. The process usually evolves from initial contact with a potential lead to nurturing that lead until they become a client.

Health insurance leads can be individuals, families, or companies that are looking for health insurance but have not yet purchased a policy.

If they are interested in your products or services, they share their contact information, thus becoming leads.

Check out below the different strategies to generate leads for health insurance:

Social Media

Social media makes a great lead generation tool to attract prospective clients and engage with them.

Below are several strategies you can use:

  • Promote gated content: Gated content or lead magnet is a piece of content that you give away for free in exchange for a person’s contact information. You can promote an ebook, a webinar, white paper, or a free consultation
  • Optimize your profile: Your social media profile should clearly state who you are, what you do, and how you can help people. Include contact information and a link to your website or a landing page where people can learn more about your services or request a quote
  • Use targeted ads: Most social media platforms offer paid advertising options that allow you to target specific demographics. You can use these tools to reach people who are likely to be interested in health insurance, based on factors like their age, location, and personal interests
  • Join relevant groups: LinkedIn and Facebook have groups related to health and insurance where potential leads might hang out. Join these groups and participate in the discussions
  • Engage with your audience: Respond to comments on your posts, answer questions, and engage in conversations. This can help build relationships and trust with potential leads
  • Find influencers or collaborations: Consider collaborating with influencers in the insurance industry or other companies related to the insurance sector
  • Use social media analytics: Social media platforms like Facebook and LinkedIn allow you to track lead conversions involving actions like filling out a form or requesting a quote

Recommended Service

For all of your social media marketing needs as an insurance agent, we recommend working with Arrow. Arrow uses AI in order to automate your campaign, offering up to five tailored posts a week, traffic boosts, and weekly reporting.

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Content Creation

Creating content helps to keep potential leads interested in your health insurance products and services.

Here are some ways you can do to create and promote content for lead generation:

  • Understand your target audience: Before you start creating content, you need to understand who your target audience is. What are their needs, concerns, and questions about health insurance? What kind of information are they looking for? Use this understanding to guide your content creation
  • Use different types of content: Different people prefer different types of content. You might create blog posts, infographics, press releases, videos, webinars, case studies, white papers, email newsletters, or podcasts. Experiment with different formats to see what your audience responds to best
  • Optimize for search engines: Use SEO strategies to help your content rank higher in search engine results. For example, using related keywords can help you attract organic traffic to your content
  • Include a call to action (CTA): Each piece of your content should include a CTA. This could be a prompt to sign up for your email list, download a free guide, request a quote, or schedule a consultation. This is how you turn readers or visitors into leads
  • Interactive tools: Insurance calculators, quizzes, coverage, or policy comparison tools provide users with personalized information and draw them into deeper engagement with your services
  • FAQs: Make a list of frequently asked questions about health insurance and provide answers to these questions

Recommended Service

If you are interested in boost-starting your content marketing campaign, have a look at Sitetrail’s premium press release services.

Paid Advertising

Paid advertising can be a highly effective method for health insurance agents to reach a larger audience and generate leads.

Check out below how to get started:

  • Choose the right platforms: There are many platforms for paid advertising, including Google Ads, social media ads, display ads, video ads, and more. The right platform for you depends on where your target audience spends their time online
  • Create ad copy and visuals: Your ad should communicate the value of your health insurance services and why someone should choose you over a competitor. Be sure to include a strong CTA that encourages viewers to take the next step, such as requesting a quote or contacting you for more information
  • Use targeting features: Most advertising platforms offer targeting features. You can target your ads based on interests, behaviors, demographic information, etc. This ensures your ads are seen by the people most likely to need your services
  • Monitor your campaign: Once your campaign is live, you’ll want to check out its performance. Use the analytics provided by your chosen ad platform to see how your ads are performing and make adjustments if necessary

Build a Website

Building a website specifically for lead generation in the health insurance field requires careful planning.

Read on below on what you can do on your website:

  • User experience (UX): Your website should have a clean, professional design that’s easy to navigate on all devices (e.g., desktop, tablet, mobile)
  • Informational content: Provide information about the insurance products you offer. Use blog posts, articles, infographics, videos, podcasts, or other content types to educate visitors about health insurance and its importance. This helps establish you as an expert in your field
  • CTAs: Use clear and strong CTAs to guide visitors toward the next step you want them to take, whether that’s requesting a quote, booking a consultation, or simply learning more about your services
  • Lead capture forms: Include lead capture forms throughout your website. This could be a contact form, a newsletter signup, a free quote form, or a form to download a free guide or report. Make sure to offer value in exchange for a user’s contact information
  • Landing pages: Create landing pages for each of your insurance products. If you’re running ads, these landing pages should align with your ad content
  • Testimonials and reviews: Showcase testimonials and reviews from satisfied customers to build trust and credibility
  • SEO: Use SEO strategies to improve your website’s visibility on search engines. This includes keyword optimization, quality content creation, and building high-quality backlinks
  • Contact information: Ensure that you clearly display your phone number, email address, and physical location on your website
  • Privacy policy: Make sure that you have a clear privacy policy in place that lets users know how you’ll use and protect their personal information for lead generation
  • Analytics: Use tools like Google Analytics or Google Search Console to track your visitor behavior. This can provide valuable insights that help you improve your website and lead generation efforts over time

Recommended Website Builder

We recommend GoDaddy Website Builder for insurance agents and companies. Thanks to its AI-powered generation process and drag-and-drop interface, it’s designed to be user-friendly, even for those without technical skills.

Lead Generation for Health Insurance

Generating leads as a health insurance agent goes way beyond online marketing campaigns. 

Below are several ways that are still effective for health insurance lead generation:

  • Attending industry conferences, local business meetups, or community events: These can provide opportunities to meet potential clients in person.
  • Partnering with other businesses or organizations that serve a similar demographic: For example, you could partner with hospitals, medical clinics, a local gym, or a health food store.
  • Hosting educational events about health insurance: This can help position you as an expert in your field and attract potential leads. You could cover topics like how to choose a health insurance plan or tips for saving money on premiums.
  • Using a lead generation service can give you a competitive edge: Lead generation services can help you reach potential clients before your competitors do. This can save you time and allow you to focus more on selling policies and serving your current clients.

Recommended Service

Arrow is a great lead generation service, offering up to five tailored social media posts a week, weekly reports, and traffic boosts ($49 per month).

Health Insurance Lead Generation FAQ

How do I get good leads for health insurance?

To get good health insurance leads, you can take a multi-channel approach, such as improving your online presence, offering relevant content, optimizing your website for search engines, and running targeted ad campaigns. It’s also important to track your efforts to understand what works best for your specific audience.

How does health insurance lead generation work?

Health insurance lead generation works by targeting and attracting potential customers who might be interested in buying health insurance. This involves using various marketing tactics like social media, content and email marketing, paid ads, and even physical events like networking or seminars to reach out to potential leads. Once a potential lead shows interest and engagement, you can nurture and convert them into customers. See above for more strategies on how to generate health insurance leads.

Can I generate health insurance leads online?

Yes. Generating health insurance leads online is common and can be done through various methods, including SEO, paid advertising, social media, and content and email marketing.

How do health insurance companies make money from lead generation?

Health insurance companies don’t make money directly from generating leads. However, they earn from converting those leads into clients who purchase their insurance policies. The more leads you have, the more opportunities you have to make sales. Read our How Do Life Insurance Companies Make Money page to examine the sources of income for insurance companies.

What is lead generation for insurance brokers?

Lead generation for insurance brokers is the same as for insurance agents. This could include digital marketing strategies (like social media, content marketing, SEO, or paid advertising), traditional marketing strategies (like partnerships and hosting seminars), or using lead generation services.

Is it normal to buy leads in insurance?

Yes. It’s common for insurance agents to buy leads, especially when they are just starting out or trying to expand their customer base. Purchasing a lead generation service can help save time so you can focus more on converting leads into clients and providing service to existing clients.