Filed Under:Markets, Employee Benefits

The mind of the broker

Likes: Descriptions of concrete program features. Dislikes: Greater government involvement in health ca
Likes: Descriptions of concrete program features. Dislikes: Greater government involvement in health ca

Health insurance exchange managers who are sincere about winning over brokers will have to find ways to overcome brokers' belief that the exchange program will be plagued by "rigidity and dysfunction."

Mary Sienko, the marketing director at the Minnesota Health Insurance Exchange (HIX), came to that conclusion in a broker research report prepared for exchange managers.

"Consider unintended messages," Sienko added. "Brokers are listening for anything that intimates new clues about compensation, choice, or competition. Consider what conclusions they might draw from statements that don't appear to address those issues."

When the researchers looked at brokers' reactions to specific sample messages, they found the brokers liked messages acknowledging the role of brokers, and messages that emphasized concrete new options and advantages, such as the idea that the HIX would help employer clients get just one bill.

Featured Video

Most Recent Videos

Prospects not listening to voice mail? Arrange a phone date

Provided by LIFEHEALTHPRO

Redesigning your phone life is more important than finding the “best words” for a voice mail in today’s culture.

Behind the scenes with Vicki Gunvalson [VIDEO]

Provided by LIFEHEALTHPRO

In this exclusive interview, Vicki Gunvalson shares how she built a $15 million a year annuity business by planning for...

Regulator: Market may need to reinvent LTCI

Provided by LIFEHEALTHPRO

Cioppa says Maine's governor wants to spur the creation of better products.

Dementia: It's more than Alzheimer's

Provided by LIFEHEALTHPRO

An association calls for policymakers to remember lesser-known neurodegenerative conditions.

Related resources

More Resources

Comments

Power your business with up-to-the-minute insurance news, analysis, and best practices from LifeHealthPro Daily eNewsletter – FREE.

Power your business with LifeHealthPro Daily eNewsletter – FREE.

Enter a valid email address.
Close
Nichole Morford

Nichole Morford
Managing Editor

Thank you for subscribing to LifeHealthPro Daily!

Check Out More eNewsletters Now! Close

Advertisement. Closing in 15 seconds.