Part 5: Providing Assistance through Video Content Marketing
Previously in Media Logic’s video content marketing series, we’ve touched on how health insurers are using video assets to improve members’ health literacy and to educate them about products. And while those videos help members to understand health insurance 101 and the benefits associated with different plans, many consumers still have questions about the “how’s” – beginning with “How do I enroll in health insurance?” Video is an effective way to address these questions that are frequently asked of customer service representatives. Utilizing video to “show and tell” rather than walking members or prospects through steps or processes over the phone saves time and resources for insurers and can be an easier way for consumers to get up to speed.
In part five of Media Logic’s series on video content marketing for health insurers, we highlight how six insurers are using video to help provide member assistance and answer questions related to onboarding, technology and more.
Demonstrate how to use an app
Cigna uses a short video series to offer “tips and tricks” on how to get the most out of the myCigna mobile app. Simple animation and voiceover break down the basics, like how to download the app and use the fingerprint login, as well as the app’s key benefit – helping members to compare costs, track claims and find doctors right from their fingertips.
Illustrate how a member portal works
Visit AmeriHealth’s member log-in page (and scroll down to the section titled “New and improved!”) to watch a video about how the insurer’s portal “AmeriHealth Express” works in helping members to understand their benefits, track their spending and manage their health.
Answer frequently asked questions
A series of videos from BlueCross BlueShield of North Dakota responds to FAQs from members and prospects. The questions answered in the series – ranging from “How do I apply for health insurance?” to “How do I let BCBSND know my address changed?” – were hand-picked by the customer service staff to represent the topics most frequently inquired about via phone calls. Here’s one about the Explanation of Benefits titled “How do I find out what has been paid by insurance?”
Media Logic client HAP answered FAQs in a slightly different way, positioning itself as “here to help” and appealing not only to members, but also to prospects. In a series of 15-second pre-roll videos, the insurer answered many common questions, including “What is an out-of-pocket limit?”
Make onboarding easier for members
“You just got insurance. Now what?” asks BlueCross BlueShield of South Carolina in this animated video on the next steps after enrollment. It walks new members through a simple “to-do” list to help them get set up and acquainted with their plans before they need to see a doctor.
Provide tech help
Sometimes members can struggle to navigate different options on insurers’ websites. In this YouTube playlist, Community Health Plan of Washington shares eight videos with step-by-step instructions for the various elements of its electronic bill paying system.
Next month we’ll discuss how health insurers are using video marketing to help members stay informed about health education. Stay tuned or subscribe to be alerted when the latest posts in our video series go live.
