July 2015

Ep #68: Defeat Freebies With Your Secret Weapon – With Lillian Shapiro

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At the recent NAHU Convention, we spoke with Lillian Shapiro, president of HR360, about some of the challenges that benefits advisors face from companies providing “free” stuff in exchange for Agent of Record Letters. She points out that this type of marketing is not a new hurdle, but one that has reappeared at a particularly interesting time in our business.

On this episode of ShiftShapers,Lillian shares a simple yet powerful technique brokers can employ to give them a competitive advantage over any technology platform. She offers advice and ideas to help advisors become more effective and efficient in closing new clients and retaining existing ones. Lillian believes that advisors today have a unique value proposition – they simply need to learn how to present it in a compelling and competitive manner.

What You’ll Learn From This Episode:

  • The challenges advisors have faced in the past with freebies.
  • How to ensure your clients know the full scope of the services you provide.
  • How to use checklists and newsletters.
  • Why social proof matters.
  • The secret weapon in every client relationship.

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Ep #67: Using Data To Lower Costs, Increase Quality And Drive Client Value – With Troy Cook

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At the recent National Association of Health Underwriters Convention we invited Troy Cook, Vice President of Sales & Development at Telligen to discuss how we can use data and analytics to improve the system for all stakeholders. Troy discusses some of the key variables that advisors need to embrace and understand to help bring clients make informed decisions around plan choice, employee education, engagement, and more.

On this wide-ranging discussion, Troy explains what can be done, in light of the Affordable Care Act, to actually make the health care affordable. We discuss the possibilities of looking through the windshield rather than the rearview mirror when using evidenced-based medicine and predictive modeling. We also explore how using those data can help lower costs, improve quality and deliver a better overall client experience.

What You’ll Learn From This Episode:

  • Whether we can ever stop looking out the rear-view mirror.
  • Whether predictive modeling is advancing.
  • How clinical analytics can help providers.
  • How members can get the right care at the right place and at the right time.
  • The issue of readmission and what can be done to lower those rates.

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Ep #66: Stand Out By Personalizing Your Marketing – With Barbara Saxton

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From social media to video email marketing, one of the common themes we heard a lot of folks talking about at the recent National Association of Health Underwriters Convention was the need for better, more efficient and effective communication. One of the presenters from the convention, Barbara Saxton, CEO of Smart Choices, joins us on this episode to talk about the class she taught on that topic.

On this episode of ShiftShapers, Barabara explains the concept of personalized marketing and how it can help brokers differentiate their service and increase client retention. She shares her concept of the “5 Cs” of Communication which will help you to craft a message that resonates with your prospects and clients. We also explore using different communication strategies, tools and techniques you can use to stand out by personalizing your marketing.

What You’ll Learn From This Episode:

  • The importance of having a culture within organizations.
  • How “personalized marketing” is unique.
  • How to transform our communications strategies.
  • The “5 Cs” of Communication.
  • Social media vs. social proof.
  • How you can use video email marketing to build more personal connections.

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Ep #65: What You Need To Know To Position Self Insurance – With Jay Kempton

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Jay Kempton, president & CEO of The Kempton Group has been described as “the personification of a disruptive force in the self funded world.” In our wide ranging discussion, Jay talks about everything from what buying a truck would be like if we applied today’s insurance purchasing rules to why Health Savings Accounts aren’t a real long-term solution.

We also explore the gap between the insurance provider and the consumer of the health goods and services, how it has grown over the years and how it has affected buying decisions. Jay also shares his views about how PPACA has strengthened TPAs and increased interest in self insurance. Whether you are currently discussing self insurance concepts with your clients, or you are new to helping employers become insurance owners rather than insurance buyers, you won’t want to miss this episode.

What You’ll Learn From This Episode:

  • How the Kempton Group was founded.
  • How to help employers go from insurance buyers to insurance owners.
  • How the “distance” between provider and patient has distorted buying decisions.
  • Despite early concerns, PPACA has accelerated self insurance and strengthened TPAs.
  • Why HSAs are not really a long-term solution to creating consumers.
  • Whether patients are beginning to wake up and demand up-front pricing and quality metrics.

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