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Growing Your Anthem Blue Cross Business
Growing Your Anthem Blue Cross Business
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You already do some or all of these activities, right? Internet marketing E-mail marketing Direct mail Advertising Networking
Can you do even more to increase leads and grow your Anthem Blue Cross business?
Is It Enough?
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How Do I Generate Leads?
Define your goals
Build and market a website; get AgentConnected
Purchase internet leads
Use e-mail/e-marketing Use AMAP Program to:
Advertise in local papers/magazines
Send traditional direct mail
Cold call
Ask for referrals
Network
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Define Your Goals
What are your initial plans and goals? How much time and money are you willing to commit to
grow your Anthem business? What kinds of activities will you do first? How much do you want to increase your prospect
database/revenue?
What are your follow-up plans and goals? How will you supplement your initial lead-generating
activities? What kind of return on investment do you expect?
Work with your RSM to develop a customized approach to grow your business.
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Are You Ready for the E-Consumer?
Consumers are shopping for more services via the internet than ever before In 2006, more than half of all health insurance purchases already
involved the Web* By 2011, more than 90% of all individual health insurance policies will be
purchased, either partially or completely, on the Web*
Do you shop online?
YOUR OPPORTUNITY
Consumers shopping for health insurance online need an educated and reliable agent to assist them through the sales process.
*Celent, “Online Insurance Sales and Marketing: What's Happening and What's Next,” July 17, 2007
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Need Help Creating a Website?
To get started, here are just a few of the companies that sell domain names and offer web development services.
GoDaddy
www.godaddy.com
BuyDomain
www.buydomain.com/
Register.com
www.register.com
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Make Your Site…
Visible Include your internet address on business cards, stationery
and all marketing materials Actively e-market or buy internet leads
Customer-focused and professional Speak to your customers’ needs and interests – discuss 3 plans
that are basic and good sellers Include only a minimum amount of information about yourself Avoid jargon, unless you’re marketing to a very select audience Ability to provide real-time quotes
Easy to view and navigate Use links to information rather than big blocks of text Use an experienced vendor, unless you or someone on your staff
has this experience
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Become an “E-Agent” Quickly and Easily
If you aren’t ready to develop a website yourself, you can combine the tools that Anthem offers:
Utilize our AgentConnect tool to create your web page and an online application tool
Utilize The AgentAssistant download to act as your:
quoting tool
proposal generator
client database
follow-up system
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AgentConnect: Your Site. Our Tools. Your Sale.
A quick, easy way to establish your web presence and start earning commissions from online sales Your agent information populates automatically on
applications clients complete on your site You get an automatic e-mail notification when someone
starts an application on your site You get a follow-up notice if an application is still not
complete after 2 days Applicants can easily forward your web address to friends
or relatives – E-References!
For more information or assistance with AgentConnect, contact your RSM or call Agent Technical Support at 1-888-ANTHEM-1 (1-888-268-4361)
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View benefit information
Search for providers
Print forms
Get quotes
Apply online!
From Your AgentConnect Site ...
Prospects Can:
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Sample AgentConnect Page
Your
personalized
information
Direct links to:
Find a provider
Get a quote
Apply online
Tonik website
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Sample PlanFinder Page
What a prospect sees when viewing our website through AgentConnect(note agent information)
What a prospect sees when viewing our website on their own (note page framing)
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Internet Leads – Basics
Usually non-exclusive, so quick follow-up is a must First-touch e-mail and phone call immediately Let prospects know you’re there to guide them through
the process of shopping for health insurance After gathering information from prospect, send plans and
rates right away via e-mail and follow-up with phone call Use phone call to instruct them on starting the application Establish and utilize a follow-up system
Invest in a portable device (Blackberry, Palm, etc.) so you can access e-mail when out of the office
Track results
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Internet Leads – Getting Started
The number of leads you buy depends on your budget and resources.
When starting this program, you should work no more than 5 leads a day if you are a one-person shop or 5 leads per sales representative.
As you are able to handle the workflow, you may increase that number accordingly.
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Internet Lead Flow
Internet Lead Flow
Prospect becomes interested
FOLLOW UPSend email blasts, postcards, letters
Prospect is not interested at this time
Walk prospect thru your website to apply online
Prospect is interested
Follow up by e-mail and phone
Agent sends quote via email; Use AgentAssistant to store prospect info
Lead sent to your e-mail account
Purchase internet lead
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Sample Internet Lead
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Where to Buy Internet Leads
Popular Internet lead vendors:
1. Vimo www.vimo.com
2. Norvax www.norvax.com
3. NetQuote www.netquote.com
4. InsureMe www.insureme.com
5. LeadbotTM www.leadbot.com
6. Quotit www.quotit.com/products.asp
7. United Quotes www.insuranceaffiliatenetwork.com
8. ProspectZone www.prospectzone.com
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Internet Leads – Cost
What do they cost?
Exclusive leads* @ $25-30 per lead
Non-exclusive leads @ $8-12 per lead
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E-Marketing
E-mail signature – include link to your website
E-newslettersMake informative (e.g., general news, health and wellness tips) Prospects/clients can opt in or outKeep yourself in front of prospects who may turn into buyers
Web reviewsEncourage your clients to submit a review of your business on
review sites such as:
YellowPages.com
CitySearch.com
Yelp.com
Yahoo.com
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Traditional Lead Generation
Agent Marketing Assistance Program (AMAP)
Professionally designed advertising and direct mail templates ready to customize with your information
AMAP turnkey program for convenient, one-stop direct mail service Includes artwork, printing and distribution for a single
package price Also ideal for creating letterheads, envelopes and
business cards
Earned AMAP advertising dollars can cover a percentage of your costs, including printing
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Your AMAP Support
Marketing support is just a phone call away
1-800-310-2273 – AMAP assistance
More information at www.anthem.com/ca
AMAP general information and materialsAgent site AMAP
AMAP reference online:
“Your Complete How-To Guide — Reaching Your Target Audience”
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Traditional Advertising Resources
Newspapers
Daily News 818-713-3382
Los Angeles Times
San Fernando Valley & Ventura
818-772-3413
Inland Empire
909-484-7030
Orange County
714-966-7496
PennySaver 714-996-8900
Ventura County Star 805-437-0000
Orange County Register 714-796-6975
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Traditional Advertising Resources
Newspapers cont.
Sacramento Bee916-321-1000www.sacbee.com
San Francisco Chronicle 415-777-1111
San Jose Mercury News 408-920-5000
Posting Board
Carwashads.com 800-787-2717
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Traditional Leads and Direct Mail
List Brokers NameFinder (Ben Sawyer) – 800-241-2642 or 206-285-7057 Direct Response Associates
(Kurt Naegle, age-in/Senior list broker) – 800-353-5475
Shared Direct Mail “Many Faces” ad (contact your RSM for information) MoneyMailer, ValPak, etc. – 805-557-6656
Le Tip Lead Club Join a local chapter Give and receive leads with other members Competitors can’t be members of same chapter
(no conflicts of interest) 800-255-3847, www.letip.com
Use colorful or oversized envelopes for direct mail
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Cold Calling and Other Old Reliable Stuff
To jump start your business, try to do 100+ cold calls a week
Get referrals from existing clients Every quarter, select 6-8 couples to join you for dinner at a nice
restaurant to show your appreciation for their business Make sure you’re AgentConnected: applicants who apply through
your site can easily forward your web address to friends/relatives when they reach the end of their online application
Market to your existing clients with a survey or census form to capture changes in coverage needs, changes in address, etc.
Ask existing clients if you can use them for testimonials
Re-market your past inquiries Go through your list of potential clients once a year
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More Old Reliable Stuff
Always carry your business cards
Get a rubber stamp for all outgoing mail Don’t forget to include your web/AgentConnect site address!
Authorized Independent Agent for Anthem Blue CrossAsk for a Health, Dental & Life Quote[your contact info, including your web/AgentConnect site address]
Get post-it notes with your name, phone number and website/AgentConnect site address
Business card magnets
Never let a day pass without engaging in at least one marketing activity
Maintain a file of marketing ideas
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Last But Not Least... Networking
Contact your area Chamber of Commerce Find out about upcoming events; get your own booth or share
with another agent Get a list of local organizations, e.g., Rotary, Lions or
Soroptimist clubs
Call on friends/acquaintances who own or work in personnel agencies Ask if they will display Anthem Blue Cross Individual sales
materials, including Short-Term Plan information Ask if you can do a short talk on health insurance
Be a guest speaker at your local college or trade school Explain the basics of insurance Give handouts with your name and phone number
Be active in industry community online forums and groups such as craigslist
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And More Networking
When visiting Small Group clients, leave behind materials for:
employee exit packages
employees who are on new-hire waiting periods
employees who are on leave
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What’s Next for You?
Of the ideas covered today… Choose 3 activities you want to implement in the
next 30-60 days
Decide how much time and money you can invest (remember to check your earned AMAP balance)
Document an actionable plan
Let your RSM, Agent Support and AMAP Support help you get started and keep you moving forward!
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THANK YOU!
Anthem Blue Cross is the trade name of Blue Cross of California. Anthem Blue Cross and Anthem Blue Cross Life and Health Insurance Company are independent licensees of the Blue Cross Association. ® ANTHEM is a registered trademark. ® The Blue Cross name and symbol are registered marks of the Blue Cross Association.