Medicare Survey Results Identify 5 Key Factors that Build Trust with Seniors

The process of choosing a Medicare plan can be overwhelming for many seniors, and building trust is key to helping policyholders feel confident in their decisions.

Convoso surveyed* people aged 65 and over to understand what factors contribute to trust when they speak with a health insurance advisor.

The results provide valuable insights into how agents and contact centers can improve their approach.

Our survey asked seniors what gives them certainty that an insurance advisor is legitimate. Here are the top factors they identified:

• Checking information online (50%)

• Recognizable brand (48%)

• Good reviews (36%)

• Insurance agent license number (26%)

• Gut feeling/trust (18%)

Below, we explore what these factors mean for health insurance agents and how you can use them to build stronger, trust-based relationships with your clients.

With 50% of respondents indicating they check information online to verify an advisor's legitimacy, it's essential for agents and contact centers to establish and maintain a reputable online presence. This means:

• Website: Ensure your website is professional, informative, and easy to navigate.

• Social Media: Maintain active profiles on platforms where seniors might look for information or reviews.

• Online Listings: Keep your listings on Google and other directories accurate and up to date, highlighting your credentials and areas of expertise.

A robust online presence reassures potential clients that you are established and trustworthy. Make it easy for them to find and verify your information.

The survey found that 48% of respondents trust an advisor based on a recognizable brand. If you're working with well-known insurance providers, emphasize that connection:

• Brand Association: Clearly mention the brands you represent during conversations, on your website, and in any marketing materials.

• Co-Branding: Where possible, co-brand your communications with the logo or endorsement of the insurance companies you represent.

Representing well-known brands can help build an instant level of credibility. Clients often feel more confident when they see that a trusted brand is backing your services.

Good reviews were a trust factor for 36% of respondents, making customer feedback a valuable tool:

• Testimonials: Display positive testimonials prominently on your website and in your email communications.

• Review Platforms: Encourage satisfied clients to leave reviews on trusted platforms. Consistent positive feedback will make prospective clients feel more confident.

Client testimonials provide social proof, helping new prospects see that others have had positive experiences with you. The more real-life success stories you can share, the more you can ease concerns and build trust.

Even though only 26% of respondents specifically cited the agent license number, it's still a valuable piece of information that can reassure clients:

• Display It Clearly: Include your license number on your website, business cards, email signature, and any printed materials.

• Verification Encouragement: Mention that your license number allows prospective clients to verify your credentials independently.

Being transparent about your license number shows that you are a legitimate professional. It offers clients an additional way to confirm that you are authorized and qualified to help them.

While less quantifiable, 18% of respondents mentioned a “gut feeling” or general trust as an important factor. This points to the importance of interpersonal skills:

• Active Listening: Take time to understand each individual’s unique needs and concerns.

• Empathy: Approach each conversation with empathy, making the policyholder feel heard and respected.

• Consistency: Consistent follow-ups and a reliable communication style can contribute to a positive perception of your professionalism and trustworthiness.

Personal interactions are the foundation of trust. By being attentive and empathetic, you can create meaningful connections that go beyond simply providing information.

To effectively build trust with Medicare policyholders, consider the following checklist:

• Strong Online Presence: Keep your website, social media, and online listings current and professional.

• Recognizable Brands: Mention the trusted brands you represent.

• Good Reviews & Testimonials: Encourage and showcase client testimonials and positive reviews.

• License Transparency: Make your license number easily accessible to establish legitimacy.

• Interpersonal Skills: Prioritize empathy, active listening, and consistency.

Building trust with Medicare policyholders is about demonstrating transparency, professionalism, and a genuine desire to help. By addressing the factors that matter most to your clients, you can create a more effective connection and help ensure that your prospects feel confident in their choice of Medicare plan and advisor.

This structure should resonate with health insurance agents and contact centers, offering them actionable advice based on the survey insights.

*Survey included 250 US panel respondents aged 65 and over in Sept 2024.

About Convoso

As a technology provider, Convoso works with many companies in the health insurance industry, from lead generators to brokers, to help their teams reach and retain more policyholders. Convoso’s AI-powered sales platform helps drive more revenue while supporting compliance with state and federal regulations.