Personalization in Insurance Marketing
Beyond Demographics: Marketing to the Modern Insurance Customer
THE SHIFT
From Mass Market to Hyper-Personalization
Health insurance marketing stands at a critical juncture. Today’s consumers are increasingly worried about rising living costs and their expectations for service have been completely reset by the digital experiences they are accustomed to outside of healthcare.1,2
To succeed, marketers must pivot from mass-market campaigns to deeply personalized engagement.
71%
of consumers expect companies to deliver personalized interactions.3
Up to 21%
improvement in conversion rates when using predictive analytics for lead scoring.4
THE STRATEGY
Segment by Behavior, Not Just Age
Basic demographics are no longer enough. Segmenting by consumer behaviors and goals ensure marketing dollars are spent delivering the right message to the person most likely to convert.
The Value Seeker
Living under the constant pressure of “financial toxicity,” this group views health insurance primarily as a financial safety net rather than a wellness tool. With nearly one-third of U.S. adults reporting skipping or delaying necessary medical care due to cost, this group is hyper-sensitive to premiums.5 They don’t just want cheap; they want the “MVP” — More Value for the Price — and will aggressively shop around to ensure they aren’t overpaying.
Core Expectation
Core Expectation
They need options for lower premiums and deductibles, long-term savings and value-added benefits.
Marketing Strategy
Marketing Strategy
Center messaging on affordability. Promote user-friendly online calculators and tools that simplify plan comparisons and clarify out-of-pocket maximums.
Messaging Focus
Messaging Focus
Highlight enrollment in High-Deductible Health Plans (HDHPs) with a savings option, along with affordable ancillary benefits that add value to their overall benefits package.
The Digital Pioneer
The “CEO of their own health,” this consumer has zero tolerance for friction, paperwork, or waiting on hold. They treat healthcare like any other digital service—expecting instant booking, app-based management, and seamless integration with their wearable tech. They trust AI for speed and triage but demand control over their own data.
Core Expectation
Core Expectation
They want fast service, instant resolution and the ability to manage everything digitally.
Marketing Strategy
Marketing Strategy
Leverage mobile apps for frictionless online policy management, claims filing and virtual care access.
Messaging Focus
Messaging Focus
Promote the convenience of digital communication and virtual visits, appealing to their preference for self-service.
The Traditionalist
This segment values stability, authority, and the reassurance of a human voice over the efficiency of a chatbot. Often skeptical of rapid digitization and AI, they view healthcare as a relationship, not a transaction. They remain loyal to brands that respect their preference for synchronous communication and established provider networks.
Core Expectation
Core Expectation
They expect that complex information is clearly explained, and a reliable human contact point is always available.
Marketing Strategy
Marketing Strategy
Build trust through partnerships with local providers. Use AI/chatbots for routine queries but ensure a clear path to a human agent for complex or emotionally charged issues.
Messaging Focus
Messaging Focus
Lead with personalized messaging that emphasizes ease-of-use and support options. Develop educational videos that help explain complex insurance terms.
The Medicare Prospect
Facing a high-stakes transition into retirement, this group is overwhelmed by the “noise” of aggressive marketing and complex regulations. While increasingly digitally literate, they suffer from “decision paralysis,” fearing that one wrong choice could jeopardize their financial future. They are looking for a guide, not a salesperson.
Core Expectation
Core Expectation
Often overwhelmed during the Annual Enrollment Period (AEP), they look for simplicity, stability and low out-of-pocket costs.
Marketing Strategy
Marketing Strategy
Leverage direct mail, an intuitive website experience and in-person sources. Generate word-of-mouth referrals via insurance brokers and healthcare professionals.
Messaging Focus
Messaging Focus
Highlight savings, $0 premiums and non-medical benefits. Simplify complex drug tiers. Ensure digital marketing drives traffic to phone lines or local agents for extra support.
Treat marketing and service as unified experiences, creating thoughtful touchpoints and content across the member journey.
THE TAKEAWAY
The Future of Health Insurance Marketing is Personal
Basic demographics are no longer enough. To ensure marketing dollars are spent delivering the right message to the person most likely to convert, you must segment by behavior and need.
Ready to Modernize Your Approach? Start with These Four Actionable Steps
Ready to Modernize Your Approach? Start with These Four Actionable Steps
SOURCES
- EY. “EY Future Consumer Index: Consumers losing trust and turning away from brands amid cost-of-living crisis,” 2023. ey.com/en_gl/newsroom/2023/05/ey-future-consumer-index-consumers-losing-trust-and-turning-away-from-brands-amid-cost-of-living-crisis.
- EY. “Why it’s time for a digital, direct-to-consumer health care revolution,” 2023. ey.com/en_gl/alliances/why-its-time-for-a-digital-direct-to-consumer-health-care-revolution.
- McKinsey & Company. “Unlocking the Next Frontier in Personalized Marketing,” 2025. mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/unlocking-the-next-frontier-of-personalized-marketing.
- McKinsey & Company. “The future of AI in the Insurance Industry,” 2025. mckinsey.com/industries/financial-services/our-insights/the-future-of-ai-in-the-insurance-industry.
- KFF. “Americans’ Challenges with Health Care Costs,” 2025. kff.org/health-costs/americans-challenges-with-health-care-costs/.
