The headline above was just used in one of the most successful marketing campaigns LTCR has run in over 3 years. As was discussed on the last National Sales call (sorry I missed it), we continue to refine how we tell the LTCRplus story. A year ago we launched a new innovative program based on twenty years of experience and what people actually need when it comes to the complex emotional and financial challenges of long-term care. Now we have found a way to tell that story that produces outstanding results.
The key points that we are making in our successful campaign are as follows:
- Group Long Term Care Benefit Program - We use the term Group LTC Benefit program because it tells people clearly what LTCRplus is. People understand this because they often have Group medical or Group Life insurance. They know these group programs often offer better value. Prior to LTCRplus, we offered a great program but it was a shopping service and individual products with a discount. That all changed when we added the additional services provided by LTCRplus so let's leverage the Group is better mentality.
- Leverage the 500 + groups to create value - People trust what Professional and Alumni Associations have to say. Our messaging needs to leverage that 500+ of these groups have approved this new innovative program in the last year.
- Leverage the 500+ groups to create need. 500 groups approving LTCRplus not only tells people it is a worthwhile program, it also tells people that long-term care is a significant risk. Associations want to help members and LTC planning is critical . 500 groups want their members to learn more and have access to better value than they can obtain on their own.
- Eligibility and Exclusivity vs. Free - I know when I see something for free I don't see value and look for the catch. And LTC insurance is not free. It costs money to protect your money. However, gaining access to an exclusive program that cannot be obtained on your own has great value. We are delivering this great value and members need to find out more. They are part of a special group that has leveraged the group buying power to give them access to something special.
- The program is special. Nothing like it exists in the market and we know from 20 years experience in the long term care association market what members need. We built this program based on experience. The claims concierge service alone is worth it as there are companies that charge for that service. Our target audience does not know what they don't know and we can help them.
In the next week or so you will receive a revised LTCRplus brochure that better incorporates this new and successful approach to marketing LTCRplus. We have a new direct mail letter being finalized as well. We will also start to communicate additional training and sales materials that you can use in emails and phone follow.
LTCRplus solves the puzzle for members. We are excited that we have solved a major puzzle in how best to tell the LTCRplus story.
