Growing Your Anthem Blue Cross Business. 2 You already do some or all of these activities, right? Internet marketing E-mail marketing Direct mail Advertising.

Growing Your Anthem Blue Cross Business

Growing Your Anthem Blue Cross Business

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You already do some or all of these activities, right? Internet marketing E-mail marketing Direct mail Advertising Networking

Can you do even more to increase leads and grow your Anthem Blue Cross business?

Is It Enough?

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How Do I Generate Leads?

Define your goals

Build and market a website; get AgentConnected

Purchase internet leads

Use e-mail/e-marketing Use AMAP Program to:

Advertise in local papers/magazines

Send traditional direct mail

Cold call

Ask for referrals

Network

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Define Your Goals

What are your initial plans and goals? How much time and money are you willing to commit to

grow your Anthem business? What kinds of activities will you do first? How much do you want to increase your prospect

database/revenue?

What are your follow-up plans and goals? How will you supplement your initial lead-generating

activities? What kind of return on investment do you expect?

Work with your RSM to develop a customized approach to grow your business.

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Are You Ready for the E-Consumer?

Consumers are shopping for more services via the internet than ever before In 2006, more than half of all health insurance purchases already

involved the Web* By 2011, more than 90% of all individual health insurance policies will be

purchased, either partially or completely, on the Web*

Do you shop online?

YOUR OPPORTUNITY

Consumers shopping for health insurance online need an educated and reliable agent to assist them through the sales process.

*Celent, “Online Insurance Sales and Marketing: What's Happening and What's Next,” July 17, 2007

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Need Help Creating a Website?

To get started, here are just a few of the companies that sell domain names and offer web development services.

GoDaddy

www.godaddy.com

BuyDomain

www.buydomain.com/

Register.com

www.register.com

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Make Your Site…

Visible Include your internet address on business cards, stationery

and all marketing materials Actively e-market or buy internet leads

Customer-focused and professional Speak to your customers’ needs and interests – discuss 3 plans

that are basic and good sellers Include only a minimum amount of information about yourself Avoid jargon, unless you’re marketing to a very select audience Ability to provide real-time quotes

Easy to view and navigate Use links to information rather than big blocks of text Use an experienced vendor, unless you or someone on your staff

has this experience

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Become an “E-Agent” Quickly and Easily

If you aren’t ready to develop a website yourself, you can combine the tools that Anthem offers:

Utilize our AgentConnect tool to create your web page and an online application tool

Utilize The AgentAssistant download to act as your:

quoting tool

proposal generator

client database

follow-up system

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AgentConnect: Your Site. Our Tools. Your Sale.

A quick, easy way to establish your web presence and start earning commissions from online sales Your agent information populates automatically on

applications clients complete on your site You get an automatic e-mail notification when someone

starts an application on your site You get a follow-up notice if an application is still not

complete after 2 days Applicants can easily forward your web address to friends

or relatives – E-References!

For more information or assistance with AgentConnect, contact your RSM or call Agent Technical Support at 1-888-ANTHEM-1 (1-888-268-4361)

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View benefit information

Search for providers

Print forms

Get quotes

Apply online!

From Your AgentConnect Site ...

Prospects Can:

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Sample AgentConnect Page

Your

personalized

information

Direct links to:

Find a provider

Get a quote

Apply online

Tonik website

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Sample PlanFinder Page

What a prospect sees when viewing our website through AgentConnect(note agent information)

What a prospect sees when viewing our website on their own (note page framing)

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Internet Leads – Basics

Usually non-exclusive, so quick follow-up is a must First-touch e-mail and phone call immediately Let prospects know you’re there to guide them through

the process of shopping for health insurance After gathering information from prospect, send plans and

rates right away via e-mail and follow-up with phone call Use phone call to instruct them on starting the application Establish and utilize a follow-up system

Invest in a portable device (Blackberry, Palm, etc.) so you can access e-mail when out of the office

Track results

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Internet Leads – Getting Started

The number of leads you buy depends on your budget and resources.

When starting this program, you should work no more than 5 leads a day if you are a one-person shop or 5 leads per sales representative.

As you are able to handle the workflow, you may increase that number accordingly.

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Internet Lead Flow

Internet Lead Flow

Prospect becomes interested

FOLLOW UPSend email blasts, postcards, letters

Prospect is not interested at this time

Walk prospect thru your website to apply online

Prospect is interested

Follow up by e-mail and phone

Agent sends quote via email; Use AgentAssistant to store prospect info

Lead sent to your e-mail account

Purchase internet lead

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Sample Internet Lead

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Where to Buy Internet Leads

Popular Internet lead vendors:

1. Vimo www.vimo.com

2. Norvax www.norvax.com

3. NetQuote www.netquote.com

4. InsureMe www.insureme.com

5. LeadbotTM www.leadbot.com

6. Quotit www.quotit.com/products.asp

7. United Quotes www.insuranceaffiliatenetwork.com

8. ProspectZone www.prospectzone.com

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Internet Leads – Cost

What do they cost?

Exclusive leads* @ $25-30 per lead

Non-exclusive leads @ $8-12 per lead

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E-Marketing

E-mail signature – include link to your website

E-newslettersMake informative (e.g., general news, health and wellness tips) Prospects/clients can opt in or outKeep yourself in front of prospects who may turn into buyers

Web reviewsEncourage your clients to submit a review of your business on

review sites such as:

YellowPages.com

CitySearch.com

Yelp.com

Yahoo.com

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Traditional Lead Generation

Agent Marketing Assistance Program (AMAP)

Professionally designed advertising and direct mail templates ready to customize with your information

AMAP turnkey program for convenient, one-stop direct mail service Includes artwork, printing and distribution for a single

package price Also ideal for creating letterheads, envelopes and

business cards

Earned AMAP advertising dollars can cover a percentage of your costs, including printing

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Your AMAP Support

Marketing support is just a phone call away

1-800-310-2273 – AMAP assistance

More information at www.anthem.com/ca

AMAP general information and materialsAgent site AMAP

AMAP reference online:

“Your Complete How-To Guide — Reaching Your Target Audience”

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Traditional Advertising Resources

Newspapers

Daily News 818-713-3382

Los Angeles Times

San Fernando Valley & Ventura

818-772-3413

Inland Empire

909-484-7030

Orange County

714-966-7496

PennySaver 714-996-8900

Ventura County Star 805-437-0000

Orange County Register 714-796-6975

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Traditional Advertising Resources

Newspapers cont.

Sacramento Bee916-321-1000www.sacbee.com

San Francisco Chronicle 415-777-1111

San Jose Mercury News 408-920-5000

Posting Board

Carwashads.com 800-787-2717

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Traditional Leads and Direct Mail

List Brokers NameFinder (Ben Sawyer) – 800-241-2642 or 206-285-7057 Direct Response Associates

(Kurt Naegle, age-in/Senior list broker) – 800-353-5475

Shared Direct Mail “Many Faces” ad (contact your RSM for information) MoneyMailer, ValPak, etc. – 805-557-6656

Le Tip Lead Club Join a local chapter Give and receive leads with other members Competitors can’t be members of same chapter

(no conflicts of interest) 800-255-3847, www.letip.com

Use colorful or oversized envelopes for direct mail

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Cold Calling and Other Old Reliable Stuff

To jump start your business, try to do 100+ cold calls a week

Get referrals from existing clients Every quarter, select 6-8 couples to join you for dinner at a nice

restaurant to show your appreciation for their business Make sure you’re AgentConnected: applicants who apply through

your site can easily forward your web address to friends/relatives when they reach the end of their online application

Market to your existing clients with a survey or census form to capture changes in coverage needs, changes in address, etc.

Ask existing clients if you can use them for testimonials

Re-market your past inquiries Go through your list of potential clients once a year

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More Old Reliable Stuff

Always carry your business cards

Get a rubber stamp for all outgoing mail Don’t forget to include your web/AgentConnect site address!

Authorized Independent Agent for Anthem Blue CrossAsk for a Health, Dental & Life Quote[your contact info, including your web/AgentConnect site address]

Get post-it notes with your name, phone number and website/AgentConnect site address

Business card magnets

Never let a day pass without engaging in at least one marketing activity

Maintain a file of marketing ideas

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Last But Not Least... Networking

Contact your area Chamber of Commerce Find out about upcoming events; get your own booth or share

with another agent Get a list of local organizations, e.g., Rotary, Lions or

Soroptimist clubs

Call on friends/acquaintances who own or work in personnel agencies Ask if they will display Anthem Blue Cross Individual sales

materials, including Short-Term Plan information Ask if you can do a short talk on health insurance

Be a guest speaker at your local college or trade school Explain the basics of insurance Give handouts with your name and phone number

Be active in industry community online forums and groups such as craigslist

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And More Networking

When visiting Small Group clients, leave behind materials for:

employee exit packages

employees who are on new-hire waiting periods

employees who are on leave

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What’s Next for You?

Of the ideas covered today… Choose 3 activities you want to implement in the

next 30-60 days

Decide how much time and money you can invest (remember to check your earned AMAP balance)

Document an actionable plan

Let your RSM, Agent Support and AMAP Support help you get started and keep you moving forward!

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THANK YOU!

Anthem Blue Cross is the trade name of Blue Cross of California. Anthem Blue Cross and Anthem Blue Cross Life and Health Insurance Company are independent licensees of the Blue Cross Association. ® ANTHEM is a registered trademark. ® The Blue Cross name and symbol are registered marks of the Blue Cross Association.