A successful program is all in the planning.
Step 1: Establish Credibility
Take the time to establish yourself in the institution. Your regular presence can support and reinforce the idea that you're a knowledgeable and trustworthy expert.
Ideas to Establish Credibility
- Establish and cultivate collaborative relationships with program coordinators, chief residents and other institution leaders.
- Be a part of new resident orientations, either officially as a presenter or sponsor, or unofficially, as a visitor.
- Host seminars for residents and their spouses.
- Attend small department staff meetings.
- Ask for referrals. Seek introductions from key influencers and peer referrals from new enrollees.
- Participate in open houses or benefit fairs.
When you've built trust with senior residents and department heads, you'll be in an excellent position to increase the number of policy placements year after year.
Step 2: Communicate Strategically
Advance planning and coordination are especially important in a successful GME program. It's critical to maintain the momentum of your annual campaign. Plan to ramp up during the fall of each year, targeting your marketing, education and enrollment activities to the following summer's graduates.
Think Ahead
- Map out a calendar detailing your sales and marketing activities for the upcoming academic year.
- Plan to be available when your prospects are.
- Reserve onsite seminar venues well in advance.
- Place content in institutional periodicals and manuals.
See the Program Calendar for ideas on timing and messages.
Step 3: Maintain Relationships
As graduates move on and into careers, a solid strategy will help you to maintain your advisor relationship. Plan now for when your customers begin to exercise Increase Options to raise their income protection coverage to keep pace with increases in income. These touch points also serve as an opportunity to provide other financial and insurance solutions.
Keep In Touch
- Routinely update your customer data.
- Send Increase Option reminders.
Step 4: Repeat
The work is never done in a successful GME program. To increase placements year after year, it's important to maintain your presence at the GME institution, strategically plan outreach efforts and maintain relationships.
