MESSAGING: CNA collateral

A quick marketing audit reveals cookie cutter strategies in the long-term care insurance industry: Nearly all carriers introduce and support individual policy sales with product-centric materials.

Compounded by the clone-like features within actual policies, the LTC industry projects an air of sameness which typically benefits only companies with significant brand recognition. Consumers buy name brands; CNA is not a readily recognized brand.

In a difficult but eventual sale to senior management, this strategy called for changing the paradigm and reconstructing a collateral system for the benefit of consumers, not agents. Rather than product-centric messaging, the redirection involved a four-color collateral system to highlight consumer needs. Specialized topics included: Sandwich generation issues; the hidden costs in waiting to buy; how to discuss long-term care with loved ones; and an overview of the critical issues regarding paid care.

With a soft sale approach, the brochures first earn trust with consumers by educating them on the psychological, physical and financial issues of long-term care. Then the materials provide agent contact numbers and product promotions. The materials were considered "Best in Class" for the industry as veteran sales agents heralded the new materials for showcasing brand uniqueness and connecting in ways consumers can identify with personally and fast.