Health Insurance Cold Calling Script
The exact health insurance cold calling script that converts 7% of conversations to appointments. Includes opener, objection handlers, voicemail script, and pro tips for open enrollment success.
1The Opener
Hi, is this {{prospect_name}}?
Great! This is {{your_name}} with {{your_company}}. I'm reaching out because open enrollment is {{enrollment_status}}, and I've been helping people find health coverage that actually fits their needs and budget.
Do you have just a minute? I'm not going to try to sell you anything—I just want to make sure you know about your options.2Discovery & Pitch
Perfect. So let me ask: do you currently have health insurance, and if so, where do you get it from—employer, marketplace, or somewhere else?
[LISTEN carefully]
[If uninsured:] Got it. Can I ask what's been the main challenge—is it cost, or just haven't found the right plan? [Listen] Here's the thing—there are often subsidies available that people don't know about. Depending on your income, you might qualify for significant help with premiums. Would it be worth 15 minutes to see what you actually qualify for?
[If marketplace/individual plan:] Okay, so you're on an individual plan. When's the last time you reviewed it? A lot of people I talk to find better options once they compare—different networks, lower deductibles, sometimes even lower premiums. Would a quick comparison make sense?
[If employer plan:] That's great that you have coverage through work. But let me ask—does it cover your whole family, and are you happy with the premiums coming out of your paycheck? [Listen] Sometimes an individual plan or marketplace plan can actually be cheaper than adding family members to employer coverage. Would it be worth checking?
Here's what I suggest: let's set up a 20-minute call where I can understand your situation, run the numbers, and show you all your options. If your current plan is the best choice, I'll tell you. If there's something better, you'll be glad you looked. Would {{day}} at {{time}} work?3Objection Handlers
Click an objection to see the response. Practice these until they're automatic.
Your Response
That's good to have. But here's something a lot of people don't consider: employer plans are getting more expensive every year, and the coverage often isn't as good as it used to be. I can do a quick comparison to see if a marketplace plan might actually save you money, especially for your dependents. Would that be worth 10 minutes?
4Closing Options
Would {{day}} at {{time}} work for a quick 20-minute call, or is {{alternate_day}} better?
Let me get a few details now and I can show you your options right away. What's your zip code and approximate household income?
I'll send you a calendar invite for {{day}} at {{time}}. We'll review your options and see what makes sense. What's your email?
Let's do this—I'll run some preliminary numbers and call you back tomorrow with what I find. Sound good?
Voicemail Script
Hi {{prospect_name}}, this is {{your_name}} with {{your_company}}.
I'm reaching out because {{enrollment_message}}, and I've been helping people find health coverage that fits their budget.
Many people I talk to qualify for subsidies they didn't know about.
Give me a call back at {{your_phone}} to see what options you have. Again, that's {{your_phone}}. Thanks!Variables to Customize
{{prospect_name}}Prospect's name{{your_name}}Your first name{{your_company}}Your agency or company name{{enrollment_status}}Status of enrollment (e.g., 'coming up' or 'happening now'){{enrollment_message}}Voicemail enrollment message{{low_premium}}Example low premium (e.g., '$100'){{day}}Suggested appointment day{{time}}Suggested appointment time{{alternate_day}}Backup day{{your_phone}}Your phone numberPerfect For
- Health insurance agents during open enrollment
- Agents working marketplace/ACA plans
- Brokers targeting self-employed individuals
- Agents focused on individual and family plans
- Teams doing lead follow-up campaigns
- Agents serving gig economy workers
Not Ideal For
- Agents without marketplace certification
- Regions with limited carrier options
- Agents not familiar with subsidy calculations
- Those not prepared for complex needs situations
Pro Tips
Know the current open enrollment dates and special enrollment period triggers by heart
Have a subsidy calculator ready so you can give real numbers during the call
Lead with subsidies—many people don't know they qualify for help
Call during the day when self-employed people are available
Understand the difference between marketplace and off-marketplace plans
Follow up immediately—health insurance decisions are time-sensitive
Document life changes mentioned—they might trigger special enrollment
Common Mistakes
Not asking about their current coverage situation first
Quoting without understanding their income and subsidy eligibility
Assuming everyone knows about open enrollment deadlines
Not asking about dependents—family coverage is where the value is
Forgetting to discuss network and doctors they want to keep
Not following up urgently during enrollment periods
Practice Exercises
Memorize current open enrollment dates and special enrollment triggers
Practice calculating subsidies quickly based on income and family size
Role-play handling the 'I can't afford it' objection with real numbers
Learn the top 3 plans in your market and their key differences
Practice transitioning from discovery to appointment setting
Tone & Delivery
Helpful, knowledgeable, and patient. Health insurance is confusing for most people, so be the expert who makes it simple. Avoid jargon—explain things in plain language. Show empathy for their frustrations with the system. Be enthusiastic about subsidies and savings opportunities.
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