Expat health insurers are one of the biggest spenders when it comes to specifically targeting expats alongside financial services and relocation companies. Both insurers and insurance brokers spend heavily on advertising to acquire new customers. In this article we will cover how expat insurers and brokers can more effectively target their ideal demographic and optimize their ad spend.
Research what traits, variables and data points that can help you identify and separate expats from the local populations. This is especially important when targeting English speaking expats in countries where English is also spoken by the local population, thus you cannot rely on language alone as a separation point from the non-expat population. However if you are for example targeting Italian expats in China then simply targeting the Italian language might suffice.
90% of expats surveyed said they regularly did a Google searches and spent significant time researching expat health insurance options before making a purchasing decision and again when renewing insurance policies and researching any concerns they might have such as the reliability of the insurer and coverage levels.
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