Broker Engagement: Suggested Tactics and Why It’s Important

Written by: Brooke Snelling and Nicole King

The broker audience is one of the most important channels to engage with during any patient growth campaign. These individuals are on the front line of answering direct questions from confused seniors and even providing them with recommendations for choosing the right plan and doctor. With 75% of seniors enrolling in Medicare Advantage through human-assistance channels [1], it is critical this audience knows everything your medical group has to offer. And if they don’t, they should at least know where to turn.

The broker network in your market can be an extremely valuable partnership and should be treated as such. Now comes the fun stuff – how do you engage with your brokers?

Our team has years of experience and after trying various strategies and methods, we’ve identified those that are most effective. Below are four impactful ways to communicate with and engage your broker network:

1. Consistent Communication

Who likes to have friends that you rarely hear from? They go months without calling, texting or emailing. You’re probably less likely to consider that a close relationship. The same goes for your broker network. It’s important to maintain year-round contact with your brokers to stay at the forefront of their minds. In turn, this should translate to conversations with their clients about your medical group and the likelihood of recommending your providers.

2. Face-to-Face Interaction

In addition to maintaining consistent communication, taking the time to facilitate face-to-face meetings will strengthen the relationship your brokers have with your medical group and providers. This will help to humanize the brand and gives the brokers the opportunity to get to know the providers and care team members. The tidbits of information received during these interactions can then be relayed to their clients. We’ve learned that brokers love to tell their clients that they met the provider and learned about where they went to school, where they completed their residency and what they enjoy doing in their free time.

3. Proactive Updates

If you’re on the front lines helping your patients or customers, wouldn’t you want to be equipped with the most up-to-date information to do your job? Your brokers do to! Help the brokers feel like part of the team by proactively communicating any internal changes so they have the answers when their clients come to them with questions. The extra perk when providing your brokers with internal news is your broker network will act as an additional touchpoint when communicating changes to your patients.

4. Simply Listening

It may seem simple, but it may be the most important tip. Your brokers want to feel heard, so ask for their feedback and truly listen. If your brokers are experiencing issues or barriers when helping their clients, how can your group provide better support to ease their frustrations? Can an internal process be put in place to alleviate barriers? Can an additional resource or tool be created to make the client appointments more valuable? Use this feedback to enhance your efforts and share these improvements with your brokers. They’ll appreciate the effort to help them and value the partnership with your medical group.

Developing and maintaining broker relationships not only supports your growth initiatives but provides your organization with another channel of direct feedback. Brokers are a valuable resource in sharing why clients may or may not be selecting your group.

[1] 2017 Deft Switching and Shopping Survey