Marketing with Empathy: How Health Insurers Can Succeed During Uncertain Times

Guest Post by Lianne Wade, Fractional Chief Marketing Officer specializing in regulated industries

In health care, change is constant. But today, change feels especially disruptive for health insurance. The 2025 federal budget reconciliation law, the “One Big Beautiful Bill Act,” includes major shifts in Medicaid, the Affordable Care Act (ACA), and Medicare. With reduced funding, tighter restrictions, and subsidies ending, premiums are set to rise— KFF.org projects an average 18% increase in ACA health insurance plans next year.

For health insurance marketers, these changes bring both challenge and opportunity.

While rising costs and restrictions create uncertainty, insurers have a powerful role to play. By leading with empathy, transparency, and trust, marketers can help consumers feel informed, supported, and confident in their health plan choices—even when so much feels unstable.

Over my career at large and independent ad agencies leading marketing campaigns for organizations such as BCBS, Tufts Health Plan, and UnitedHealthcare, I’ve seen firsthand how the marketing with empathy mindset and right communications strategy can strengthen member relationships during periods of change, most recently experienced during the COVID pandemic. Below are proven strategies to help insurers build trust and loyalty when consumers need it most.

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1. Market with Empathy by Leading with Transparency

Change creates anxiety. Marketers can show empathy and ease anxiety by acknowledging uncertainty and showing members that: “We’re here, we’re listening, and we’re ready to help.”

• Educate members about what’s changing and how it may affect them.
  
• Use simple, real examples to illustrate impacts.
  
• Clearly explain the steps your organization is taking to help, and make it easy for members to connect—whether by phone, online, or in person.
  

Example: When Medicaid disenrollments surged after the COVID public health emergency ended, BCBS addressed it head-on, guiding members who lost coverage through alternative options and clear next steps to stay covered with individual health insurance.

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2. Build Trust in Your Brand

When services are being reduced, trust matters more than ever. In fact, studies show that consumer trust in institutions is in decline. You can reassure consumers by showcasing your stability and credibility.

• Highlight longevity: “Trusted by members for over 75 years.”
  
• Emphasize network strength: “The largest network in the state with 5,000+ doctors and hospitals.”  Network strength is a primary reason why consumers choose a health plan.
  
• Share proof points: 5-star Medicare ratings, number of members insured, or awards for customer satisfaction.
  

These signals build confidence that members are making the right choice with you.

Example: J.D. Power Award for Customer Satisfaction

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3. Talk Affordability with Honesty

Cost is top-of-mind. If you offer low premiums, $0 co-pays, or subsidies for qualifying members—say it prominently and plainly.

• Be specific. Avoid vague promises.
  
• Share concrete examples with clear disclaimers and showcase “$0” or “No-Cost” when possible since consumers gravitate towards these specifics.
  

Honesty builds credibility and positions your brand as a true partner, not just a seller.

Example: $0 Benefits

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4. Speak Their Language

Insurance is complicated. Don’t add to the confusion.

• Use clear, plain language—jargon-free.
  
• Make sure every piece of communication—whether it’s a brochure, email, or web page applies the “grandmother test”: Would she understand this?
  
• Simplify with charts, lists, and visuals to help people grasp their options quickly.

Example: List of benefits with graphics

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5. Show, Don’t Just Tell

Marketing with empathy is most powerful when it feels real.

• Share member stories and testimonials to show the impact of how your plans have helped people protect themselves and their family, manage a diagnosis, or get care when they needed it most.
  
• When customer stories are hard to secure, perhaps due to required permissions or difficulty to keep them up to date, highlight service reps—demonstrating how your team helps members navigate real challenges.
  

Stories humanize your brand and make benefits tangible.

Example: Member Rep testimonial

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6. Educate Through Value-Driven Content

Provide helpful information, not just sales messages.

• Create videos, host webinars, or hold community events to explain coverage options and benefits including how to choose a plan, what coverage terms mean, or how to access virtual care.
  
• Offer a downloadable brochure or guide which outlines their benefits and provides more detailed information as to how to access them.

When consumers see your brand as a trusted resource—not just a seller—they’re more likely to engage and stay loyal.

Example: For a health insurance open enrollment campaign, website visitors who watched a short video were 3x more likely to take action than those who didn’t.

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7. Guide with a Clear Call to Action

Marketing with empathy doesn’t mean vague messaging. Make it easy for people to know what to do next.

• Use simple, direct and valuable CTAs: “Get a quote,” “Book a meeting,” “Click here to learn more.”
  
• Prioritize one primary CTA and use secondary CTAs only as needed.
  
• Differentiate CTAs visually to guide action and reduce confusion. This can be done by color, position, or by using a text link instead of a button.
  

Example: Book a Meeting Primary CTA with Call as Secondary CTA

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Final Thoughts

Periods of industry change don’t just test consumers—they test brands. Insurers who lead with empathy and transparency in their marketing messages will earn trust, loyalty, and long-term relationships.

If you’re a health insurance marketer struggling with how to communicate in this time of change—whether preparing for open enrollment, navigating new regulations, or refreshing your strategy—I’d love to connect. Together, we can make health insurance more accessible, understandable, and human.