Before the next AEP starts, you'll send out retention letters – but by then it might be too late. Your clients are another agent's prospects, so you need to make your retention a year-round priority. We hope the ideas below inspire you to level up your retention campaign in 2021.
Check in with Your Clients
Don’t think of AEP as the end of the client-agent relationship. Think of it as the beginning. After all, for your clients, enrollment is just the first step in joining a plan and getting health coverage. They might have problems with their plan, and if you’re not available to help, they might find another agent who is.
Schedule your follow-ups so you don’t forget. Here are some key follow-ups to remember:
- Thank your clients soon after enrollment.
- Check in with your clients when the plan goes into effect.
- Check in with your clients again after they’ve had some time to use their plan.
- Check in after major events or changes. For example, during 2020, you might have checked in with clients after the pandemic was declared and stay-at-home orders started going into effect.
Send Cards Throughout the Year
Cards are a great way to remind clients that you’re available and that you care. Birthday cards are popular, but they only give you one touchpoint a year. Find other reasons to send cards as well, such as:
- Wedding anniversaries
- Holidays
- No special occasion/Just thinking of you
Maintain a Presence Online
When someone visits your website, they shouldn’t find error messages or outdated contact information. If you haven’t updated your site in a while, do it now.
You should also maintain a presence on social media. You don’t have to be on every platform, but you should pick one or two you feel comfortable with and that your client base uses. Pew Research Center says that 46% of U.S. adults aged 65 or older are on Facebook, so this is a good choice.
Update your feed regularly so it doesn’t look like you’ve retired. Keep your posts professional and provide links to useful articles and important updates that matter to your clients. Also, don’t forget to invite your clients to follow you. This is a great way to stay in contact year-round.
Important Reminders
Here are a few more things to keep in mind as you plan your retention campaigns.
- Include business cards with all letters and cards. Your clients can share these with friends and family, potentially leading to referral business.
- Schedule follow-up appointments during your meetings. This is a great way to make sure you don’t forget to follow up, and to make sure your client is expecting to hear from you.
- Ask your clients which contact method they prefer. Make a note of whether they prefer phone, text or email.
- Provide useful information. Including useful information and updates is a great way to demonstrate your expertise and value.
- Check the Western Asset Protection website, agent portal and social media feeds for helpful articles to share with your clients.
- Stay compliant. Always adhere to the CMS Medicare Communications and Marketing Guidelines.
WAP is here to support your efforts. If you haven’t already done so, download our Medicare Communication Guide and Social Media Plan to help you stay on track throughout the year.
