Shaping Belief Systems Through Strategic Messaging

Everyone has something to sell, whether it be a Business-to-Consumer (B2C) product like the latest keep-your-water-ice-cold bottle, or something a bit more complicated like Business-to-Business (B2B) self-funded health insurance administrative services. The commonality? Identifying the differentiator and creating a compelling story around it. In the health benefits industry, we know that we have a complex story to tell with all the jargon to go along with it. But the key to cracking the code to reaching target audiences lies in creating clear, concise and powerful language that captivates and calls to action. 

Complicated Jargon Equals a Tuned-Out Audience 

Ever have a conversation with someone who speaks way over your head about work or a hobby? You nod politely and make short reaffirming comments here and there, but let’s face it—you’re completely tuned out. That’s exactly what happens to target audiences (especially members) when we use words and acronyms like “SPD”, “fiduciary responsibility”, “net ceded premium” or “aggregate attachment point”. Healthcare is complicated enough as it is, so it’s paramount to be cognizant of when and how we can break down terminology and make things easier to understand. 

Even though this is primarily true for member audiences, it’s important to be aware of employer and some broker audiences as well. Employers don’t have the time or energy to search every insurance term in an outreach email. While broker audiences are a bit more nuanced, keep in mind that there is a whole broker audience out there specializing in fully insured plans. If you assume these brokers are already familiar with self-funding and don’t provide the education and the resources they need to become comfortable enough with a different funding arrangement, you could be missing out on big opportunities. The bottom line? KISS – keep it simple, stupid. Michael Scott jokes aside, making complex topics approachable and unintimidating is one of your greatest tools for success. 

Here are some helpful hints: 

• Use analogies to explain complex topics
• Always spell out acronyms on first reference (bonus points for defining them)
• Offer additional resources or links that provide a deeper dive instead of including them in the main message
• Tailor messaging to your audience’s knowledge level

Stop Overexplaining and Prove It

When you’re working in an industry as layered and technical as health benefits, it’s tempting to lead with the operational details. But here’s a little secret: your audience doesn’t need all the details upfront. What they need is proof of concept and how the service or product you’re offering is going to deliver real, tangible change worth their attention. Think about your value proposition. Is it captivating your target audience? 

If your member navigation model saves way more money than the competition, show the savings. If your specialty pharmacy program helps people access costly medications in a unique or cost-effective way, lead with a stat. Storytelling can be powerful, but it needs the receipts to back it up. And don’t underestimate the impact of transparency and showing your work. How did you get to that number? As employers are forced to become savvier, they’re going to ask the right questions. Nothing derails a business’s reputation like lost client trust. At the end of the day, strategic messaging isn’t about adding more words—it’s about choosing the right ones to spark belief and buy-in.

The Mere Exposure Effect: Timing, Consistency, Messaging

The idea that people tend to develop a preference for things because of familiarity is a concept that psychologists call the Mere Exposure Effect. In marketing terms, this means that the more someone sees your message, the more likely they are to trust it. But that only works if the message is consistent and if you’re hitting with the right messaging at the right time. 

I’ve seen it happen time and time again—businesses get tired of what they’re saying too quickly because they see every touch point. They water the messaging down, or worse, it gets pulled in five different directions. Sales teams tweak it. Product teams rewrite it. Account managers improvise. Before you know it, your brand sounds different every time it’s spoken or written.

Consistency doesn’t mean rigidity, but it does mean alignment. When everyone from marketing to member services is speaking the same language, you build something that goes deeper than brand awareness, which is brand confidence. And when that message is delivered repeatedly, at the right moments in the buyer’s journey, it starts to stick. 

What Worked Yesterday Probably Won’t Work Tomorrow

In the digital age of selling, there are a significant number of variables that need to be regularly revisited and refined. Things like keywords for Search Engine Optimization (SEO), LinkedIn best practices, and search ad standards are constantly changing. This is an area where you can fully lean into your marketing team for advice and recommendations that are current and relevant to your target audiences. 

When it comes to fluidity with messaging, consistency is indeed key; however, we all know that buyer priorities shift, economic pressures evolve, healthcare regulations change and (specifically for the self-insurance industry) that January and July are peak renewal months. A message that resonated last year, or even last month, might feel out of touch today. Strategic messaging isn’t a one-and-done project; it’s a living, breathing part of your business, and one of the reasons it’s so critical to keep up with industry news and insights. I mean, just look at the M&As out there. 

Conclusion

Great messaging does more than describe what your business does, it shapes how people feel about it. In an industry full of noise, acronyms, and “solutions” that all start to sound the same, your words are one of the few things that can truly set you apart.

Remember that every message is a chance to build belief. Our job? To make it count.