You Can’t Build Loyalty with a Price Tag

I once worked with a health plan positioned as one of the more “affordable” options, which was a draw for price-sensitive employers and some customers. But I quickly observed, competing on price alone isn’t smart marketing.

When your core message is “we’re the cheapest,” your marketing becomes reactive and transactional, rather than thoughtful and strategic. You’re focused on acquiring customers, but you’re not telling a compelling brand story about what truly matters in healthcare for the long-term: quality, service, outcomes, and personalized care.

It’s tempting to be the lowest-cost option because it can attract younger, healthier members who don’t use their plan often. But the challenge is that they rarely interact with the plan, and without meaningful touchpoints, you miss your chance to build trust, reinforce value, or cultivate any loyalty to your brand/company.

A competitor may offer better digital options, a more recognizable provider network, or a stronger message about health outcomes, and your customers leave (even with only a slight cost difference).

Retention starts from the very first interaction (not just at renewal time). And when those interactions are limited, confusing, or impersonal, customers won’t see a reason to stay. Worse, when your marketing is focused entirely on acquisition, you miss quite a few opportunities to collect valuable insights from current customers. That means as a company, you’re not evolving with your customers’ needs, and you’re not building a smarter, more responsive strategy (and products) for future growth.

Everyone knows that it costs more to acquire a new customer than to retain one, and retention requires proactive marketing that creates a connection, not just conversion. Here are three retention strategies that move beyond price, using my health plan example:

            • Promote and reward loyalty. Offer perks for plan renewal or healthy behaviors. For example, I worked with Blue Cross to implement incentives for preventive care visits like annual checkups, which increased engagement and showed the plan invested in member wellness.

            • Use personalized communications. Don’t just send mass emails. Show members how to use their plan better — highlight available care options, how to use the plan so you save money, or suggest nearby providers. Then, they will see the value they’re getting.

            • Provide a thoughtful onboarding experience. First impressions matter. Ensure customers understand how to get the most out of their plan. Reinforce how your offer supports their health goals, not just their (or an employer’s) wallet.

From onboarding campaigns to engagement roadmaps, I can help teams turn missed opportunities into measurable outcomes. If your marketing is only focused on acquisition, it’s only half done. Let’s complete the story …and keep your customers for the long haul.