Third-party administrators (TPAs) enhance client experiences through effective enrollment, renewal, and participant information services. To grow, TPAs can use sales promotion tools and thought leadership activities. Many TPAs choose to outsource their marketing due to its complexity and time demands. Is an in-house team or outsourcing better for you?
Enrollment, Education, and Sales Materials
Participants need to fully understand their expanding benefit options to maximize adoption and usage, making year-round education crucial. Providing comprehensive yet easy-to-understand resources is essential, but brokers and TPA staff may lack the time or skills to create engaging print and video materials.
Staffing limitations can force TPAs to restrict services. By incorporating technology and operational support, they can address productivity and output deficits. However, developing effective sales promotion and participant education tools may require additional resources.
In-House Option
Some TPAs handle marketing in-house to control costs, content, and direction. This has pros and cons.
One of the pros is that in-house staff are familiar with benefits administration and client needs, making creating relevant materials easier. Another advantage is that in-house marketers are always available, eliminating the struggle of scheduling time with an agency that juggles multiple clients.
Among the cons is that maintaining skilled marketing professionals comes with significant expenses for salary, benefits, ongoing training, and technology needs. Marketing trends and tools are changing so rapidly that continuing education is advisable, which adds to the investment of time and expense.
Outsource Option
Successful marketing agencies employ skilled professionals who stay updated on trends and technologies, making outsourcing a smart choice.
However, benefits administration marketing is complex and can be costly if not done well, potentially leading to stagnant adoption rates or regulatory issues.
TPAs should choose providers experienced in employee benefits to avoid extra costs for learning. Select a provider offering project-based and ongoing services, guaranteed pricing, and thorough consultation to ensure control over costs and content.
Which option is best?
TPAs who provide compelling sales promotion, enrollment, and benefits education resources can attract more employer clients and increase adoption and participation rates. When pursued carefully, outsourcing your marketing needs can be a highly beneficial and cost-effective alternative to relying on in-house staff.
Accelergent Growth Solutions offers expert business process management and outsourcing services, technology and automation services, a customer contact center, and award-winning marketing services for the benefits, financial services, and insurance industries.