For expat private medical insurers there has been a decline in the effectiveness of traditional display advertising as consumer focus on prices, quality of service and coverage benefits which is pushing insurers to state clearly how they differentiate from the competition. This is not easily done via display advertising without the help of combined content marketing.
It used to be that expat health insurance companies could basically throw up display ads links to lead generation forms and quote engines and wait for customers to come to them–obviously that’s no longer true.
There’s been a huge shift in the way that users interact with the web in the last couple of years. What’s clear is that the classic Display, PPC, SEO, EDM digital marketing model isn’t working to the same degree was it was.
Expats are tired of Googling for insurance information and being bombarded by questionable affiliate links and they are also less and less likely to fall for interruption techniques from banner ads on irrelevant websites.
This matches what we’ve heard from other professionals in expat insurance and expat financial services, who argue that low-quality affiliates can actually undermine your marketing efforts. Even something as small as a Google Ad on a low-quality site can create a negative perception of your brand.
You can’t afford to hide behind display ads
In the years ahead, international expat insurers will also have to contend with customers who are increasingly focused on price. This is not only the result of the global economy, but also the launch of several low cost insurers and expat insurance comparison websites.
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