How to Sell Health Insurance Over the Phone

Written by: Mary Gerardine

Last updated:

Selling health insurance over the phone can be challenging. It requires excellent communication skills and a deep understanding of the insurance products you’re selling.

However, with the right approach and strategies, you can significantly improve your success rate.

In this guide, we’ll explore some key marketing strategies on how to sell health insurance over the phone. We will also provide valuable tips that can help improve your insurance sales performance and meet your goals.

Become a Licensed Health Insurance Agent

As a health insurance agent, you assist clients in selecting the appropriate coverage. Health insurance pays for hospitalization, emergency services, prescription drugs, preventive care, and more.

Before you can sell health insurance policies, you must first obtain your license. The specific licensing requirements may vary from state to state.

Below are general steps that you can take to get your insurance license.

  • Pre-license education: Before you can get your insurance license, you may need to complete a state-mandated pre-license education course. These courses cover the basics of health insurance, laws, and ethics, among other topics. The exact requirements for pre-license education vary by state
  • License exam: After completing the necessary education, you’ll need to pass a state licensing exam. The exam tests your understanding of the material covered in your pre-license education courses. Again, the exact content and structure of the exam will vary by state
  • Fingerprint-based background check: Most states require insurance license applicants to provide fingerprints before licensing. Giving your fingerprints will initiate a background check
  • Apply for a license: Once you’ve passed the exam, you can apply for an insurance license through your state’s Insurance Department. The application will likely include proof of your pre-license education, exam results, and a background check
  • Application review: Once you’ve submitted your application and have fulfilled all the other requirements, your license application will be reviewed by the state. The processing time varies by state

Recommended Course

For all of your pre-license education courses and exam prep, StateRequirement recommends:

4.7 out of 5 starsKaplan Education Company

Alternatively, you can have a look at our state-specific insurance licensing overview for more information.

Use Digital Tools to Sell Health Insurance Over the Phone

Insurance agents use digital selling tools, such as customer relationship management (CRM) software, to track interactions with potential and current clients. This way you can schedule calls, follow-ups, and send personalized messages based on past client interactions.

  • Data management: Use CRM software to store and manage customer data. Include contact details, previous interactions, and product inquiries, which can be used to provide personalized service
  • Client profiling: Create detailed profiles of your clients, noting their needs, preferences, and behaviors. This can help to provide customized insurance plans that meet their specific needs
  • Call scripts and guidance: You can use CRM to store phone-based insurance sales scripts tailored to different customer segments. During a call, you can quickly pull up the most relevant script to guide the conversation. This will help ensure you cover the key points and benefits of a health insurance policy
  •  Customer segmentation: Use CRM tools to segment customers based on various parameters like age, health conditions, income level, etc. This can help you pitch the right health insurance plans to the right audience
  • Sales automation: Automate routine tasks like follow-ups, reminders, and notifications using CRM. This allows the sales team to focus more on selling and less on administrative tasks
  • Integrated communication: CRM tools offer various communication channels. Use these to keep in touch with customers via emails, calls, and text messages, offering them timely advice and information on health insurance plans
  • Lead management: Use your CRM to keep tabs on where each lead is in the sales funnel. This allows you to customize your approach based on the lead’s status, whether they’re just starting to explore their options or they’re ready to make a purchase
  • Sales analytics: Use the CRM’s built-in analytics to track performance metrics, identify successful insurance sales strategies, and optimize your sales process accordingly

These strategies emphasize the power of CRMs, in enhancing efficiency, customization, and improving phone-based insurance sales.

For a more in-depth look at how to use digital tools (like CRMs) to sell insurance, check out our Insurance Agent Marketing page.

Use Digital Marketing to Improve Phone Sales Strategies

Digital marketing provides a wealth of opportunities to boost phone sales. By implementing these strategies and continuously measuring and adjusting your approach based on results, you can significantly enhance your phone sales success.

Social Media

Social media provides a platform to educate your audience about the importance of health insurance and the options available, which can lead to phone inquiries.

  • Build a professional profile: Create professional profiles on platforms such as Facebook, LinkedIn, and Twitter. Ensure your profiles are complete and accurately reflect your business. Include your contact number in a prominent location
  • Share informative content: Share articles, infographics, ebooks, and videos that provide useful information and that lead viewers to call you for more information
  • Use social media ads: Create targeted ads that encourage users to contact you via phone to learn more about their health insurance options
  • Engage with your audience: Regularly engage with your followers by replying to comments and messages and joining group conversations to not only build relationships but also establish you as an expert in your field
  • Create calls-to-action (CTAs): Your posts and ads should include clear CTAs encouraging viewers to call you for more information. Make it easy for potential customers to know how to reach you
  • Use messenger services: Consider using automated chatbots on platforms like Facebook to answer basic questions and schedule phone calls for more in-depth conversations
  • Retargeting: Use social media retargeting to stay top of mind with people who have shown interest in your insurance services but have not yet made a purchase

Note: Regularly posting useful content on social media can help build your brand and establish trust with your audience. When people see you as a reliable source of information, they may be more willing to call you when they need health insurance.

Recommended Service:

As an insurance agent, we recommend working with Arrow; Arrow uses AI in order to offer up to five personalized posts a week, online traffic boosts, and weekly reporting ($49 per month).

Content Marketing

By providing valuable content, you can build trust with your audience, demonstrate your expertise, and encourage potential customers to reach out to you via phone.

Below are tips on how to set a content marketing strategy in place.

  • Educational blog posts: Create informative blog posts on topics relevant to health insurance, such as its benefits, how premiums are calculated, and tips on choosing the right plan. Always include a clear CTA encouraging readers to call for more personalized advice or to get a quote
  • Ebooks and guides: Offer comprehensive guides or ebooks on health insurance-related topics as downloadable content. To access these, visitors need to provide their contact details, which your sales team can use to follow up with a phone call
  • Infographics: Infographics are a visually appealing way to present complex information. They can be used to explain the process of buying health insurance and much more
  • Webinars and podcasts: Host webinars or create podcasts where you discuss various aspects of health insurance. Promote these on your social media channels and include CTAs encouraging viewers to call for more information
  • Testimonials and case studies: Share stories of how your services have helped clients. This not only promotes your product but also provides real-life examples of how health insurance can be beneficial, encouraging potential customers to call
  • FAQs: Create a detailed FAQ page addressing common questions about health insurance. This can help reassure potential customers about their concerns and prompt them to call you for further clarifications

Through content marketing, you can help potential customers understand the importance of health insurance, different types of plans, coverage details, and more. This knowledge can make them more comfortable reaching out to you and making a purchase.


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

Email Marketing

Email marketing allows for personalized, direct communication with potential customers, nurturing them until they’re ready to make the phone call to discuss or purchase health insurance.

  • Build a mailing list: Start by building a robust email list. This could be done by offering valuable content on your website or blog in exchange for email addresses, or through lead-generation campaigns
  • Create email newsletters: Provide useful newsletters to your subscribers, such as tips for choosing a health insurance plan, the benefits of different plans, health and wellness tips, etc
  • Include CTAs: Always include CTAs in your emails. Encourage readers to call for a free consultation, to discuss their health insurance needs, or to learn more about the options available
  • Email automation: Use email automation to send targeted emails based on specific actions, such as downloading a guide, visiting a certain page on your website, or not opening previous emails
  • Test and optimize: Test different elements of your emails, such as subject lines, content, CTAs, and send times, to see what works best for your audience. Use the results to continually optimize your email marketing strategy

Note: Not all clients are the same. Segment your email list based on specific criteria such as age, health condition, previous interactions, etc. This can lead to higher engagement rates and more successful sales calls.

Pay-Per-Click Advertising

Pay-per-click (PPC) advertising can be a cost-effective way of generating leads and selling life insurance and/or health insurance, as you only pay when someone clicks on your ad.

Below are some of the ways you can leverage PPC ads to boost phone sales.

  • Targeted ads: With PPC advertising, you can target your ads based on various factors such as demographics, location, interests, and more. This ensures your ads reach the people most likely to be interested in your services
  • Craft ad copy: Your ad copy should clearly convey the benefits of your services and why someone should choose you over a competitor. Include a strong CTA that prompts users to call your business
  • Use ad extensions: Many PPC platforms, like Google Ads, offer ad extensions that allow you to include additional information in your ads. Use call extensions to include your phone number directly in your ad, making it easy for leads to call you
  • Landing pages: Create dedicated landing pages for your PPC ads. These should provide detailed information about your services and include a clear CTA, such as a form to request a call back
  • Remarketing: Remarketing allows you to show ads to people who have previously visited your website but didn’t make a purchase. This can help keep your brand top of mind and encourage these leads to call your business

By optimizing your campaigns and focusing on high-intent keywords, you can increase your chances of attracting leads who are ready to discuss their options over the phone.

Build a Website

Building a well-optimized website is a crucial step in attracting potential clients and prompting them to reach out.

Here’s what your website should have to aid your phone-based sales efforts. 

  • User-friendly design: The website should be easy to navigate, with a clean and appealing design. Information should be easy to find and the site should be responsive, ensuring it works well on all devices (desktop, tablet, mobile).
  • Informative content: Include detailed information about the different plans you offer, including benefits, coverage details, and pricing. You can also include blog posts, articles, and FAQs to educate visitors about health insurance.
  • Contact information: Display your phone number prominently on every page of the website. Consider including a click-to-call button for mobile users. The easier it is for visitors to find your contact information, the more likely they are to call.
  • Strong CTAs: Encourage visitors to call you for a free consultation, a quote, or more information. Make sure your CTAs are compelling and visible.
  • Lead capture forms: Have forms on your website where visitors can enter their contact information to request a call back, download a guide, or subscribe to your newsletter. This can help you build a list of insurance leads to follow up with.
  • Optimize for search engines: Use search engine optimization (SEO) to improve your website’s visibility in search engine results. The easier it is for people to find your website, the more leads you can generate. Use relevant keywords in your content and meta tags. 
  • Live chat feature: Consider including a live chat feature. This allows visitors to get instant responses to their queries, which can increase engagement and potentially lead to more phone inquiries.
  • Analytics: Use tools like Google Analytics to understand your website’s performance and user behavior. This can help you optimize your site to increase visitor engagement and conversion rates.

It’s important to have an online presence for your business. A website is a platform where potential clients can learn about your offerings, read customer reviews, and contact you for more information.

Recommended Website Builder:

We recommend the GoDaddy Website Builder for a small insurance agent company. GoDaddy meets most small business needs while providing an extremely straightforward user experience.

Tips for Selling Health Insurance Over the Phone

Selling insurance over the phone requires a solid understanding of your products, excellent communication skills, and an empathetic approach. Here are some tips to help you succeed:

  • Prepare and practice: Before you start making calls, ensure you thoroughly understand the insurance policies you’re selling, including the benefits, coverage details, and pricing.
  • Be empathetic and listen: It’s important to understand the needs and concerns of the person on the other end of the line. Listening carefully and responding with empathy can help build trust and rapport
  • Personalize your approach: Tailor your conversation based on the individual’s needs, health conditions, family situation, budget, etc. The more personalized your approach, the more likely you are to close the sale
  • Speak clearly and use simple language: Use simple, clear language to explain policy details and avoid industry jargon that might confuse the potential customer
  • Ask open-ended questions: These types of questions can help you uncover the potential customer’s needs, concerns, and understanding of health insurance. They can also keep the conversation flowing
  • Follow up: If a potential customer doesn’t make a decision on the spot, schedule a follow-up call. Send them an email summarizing what you discussed and include additional information or resources
  • Keep client data safe: Assure the potential customer that their personal information will be kept confidential. Follow data privacy laws and make sure to never use a client’s contact information without their consent

Remember, rejection is a part of selling insurance. Stay positive and don’t take rejections personally. Each call is a new opportunity. Look for ways to improve your phone sales skills, such as regularly seeking feedback, attending training, and staying updated on the latest changes in the insurance industry.

How to Sell Health Insurance Over the Phone FAQ

Do I need a license to sell health insurance over the phone?

Yes. You’ll need to be licensed to sell insurance in your state, which requires passing an exam. If you plan on selling health insurance on the federal marketplace, you will need to complete the Federally Facilitated Marketplace (FFM) training. Find out more information by visiting our How to Become an Insurance Agent guide.

What types of insurance can I sell over the phone?

As long as you’re a licensed insurance agent, you can sell different types of insurance. These can include life insurancehealth insurance, and car insurance. The type of insurance you choose to sell may depend on your personal interests, knowledge, and the market demand.

How do I build trust with a potential client over the phone?

Selling insurance involves being transparent, knowledgeable, patient, and empathetic. Understanding your clients’ needs, providing clear and accurate information, answering their questions thoroughly, and never pressuring them into making a decision can all help to build trust.
To know more about effective phone-based selling, check out our How to Sell Insurance Over the Phone Script page.

What are the best practices for cold calling potential health insurance clients?

First, ensure you’re allowed to cold call them by checking the Do Not Call Registry and data privacy laws. Then, prepare a phone script that introduces who you are, why you’re calling, and how you can provide value. Ask open-ended questions to understand their needs and tailor your pitch accordingly.

How do I explain health insurance terms in an easy-to-understand way?

When it comes to selling insurance, it’s best to avoid industry jargon whenever possible. Use simple, everyday language and provide relatable examples. Make sure to check in frequently to ensure the client understands what you’re explaining.