As the fate of the Affordable Care Act (ACA) is debated in Washington, D.C., health insurance providers across the country are laying new foundations built for long-term, steady growth.
In this two-part series, we’re detailing how health insurance companies can maintain profitability by employing professional language services. In our last blog post, we focused on how health insurance companies can leverage real-time language services data and high-quality translation and interpreting support to streamline market research costs and strengthen customer retention. In this post, we’ll examine how health insurance companies can employ language services to broaden their customer bases and improve outreach to Limited English Proficient (LEP) policyholders.
PART TWO: Leverage language services to broaden customer bases and improve outreach.
Your backyard is filled with new business opportunities
With the increasing diversity of the U.S. population, there's no doubt your organization operates in an area where a sizable population of Limited English Proficient speakers live.
Speak your customer's language with transcreation services.
When communicating with your current and prospective policyholders, it’s critical that you tailor your messaging so its culturally and linguistically appropriate for your target audience.
That’s where transcreation comes into play. Transcreation is the process of recreating content in another language – changing words, images, layout, colors, currency and even brand vocabulary – to preserve the meaning, as well as creative and emotional intent, of the original message. By incorporating transcreation services into your company’s customer outreach initiatives, and creating messages that resonate with your target audience, you will be able to engage with previously untouched markets.
If you’re not sure where to look for these new opportunities, partnering with a language services provider that offers actionable language services data (such as population insights) can help you identify untapped non-English-speaking markets in your coverage area.
What’s transcreation look like, in practice? Say an insurance company wants to develop customer outreach materials to attract new policyholders. With the insights gained from their data-forward language services provider, the insurance company identifies a large population of French Canadian speakers in one neighborhood and French Creole speakers in another.
They decide to launch outreach campaigns targeting these populations, and work with their languages services provider to ensure the messaging is tailored appropriately for these unique audiences. The outreach materials are transcreated by professional in-language copywriters and cultural experts – in both French Canadian and French Creole – to preserve the desired meaning, while adapting the messages to account for nuances in language and culture.
Grow profits by focusing on new customer outreach.
There are untapped markets within earshot that your company is probably overlooking—and there is data to prove it. By partnering with a language services provider that offers actionable data insights, high-quality interpreting services, plus transcreation services, your company is better positioned to speak to these communities and market directly to them.
Tap into new markets and retain customers with language services
GLOBO’s unified language management platform, GLOBO HQ™, can help you identify untapped markets, attract new customers and remain profitable in today’s shifting health insurance landscape. Hit the button below to request your free GLOBO HQ demo.