NU Online News Service, July 19, 12:45 p.m. – Eastbridge Consulting Group Inc., Avon, Conn., is selling its new report on the marketing practices of voluntary benefit insurers. Cost of the report is $3,000.
“The report provides insight into the ways worksite carriers attract and retain customers,” says Bonnie Brazzell, Eastbridge vice president. “With this information in hand, carriers can compare themselves to others in the industry and identify ways to differentiate themselves from their competitors.”
The marketing advisory firm’s report examines the marketing practices of 12 worksite carriers in detail, including: marketing organizational structure; marketing plans and programs; image and branding strategy; advertising strategy; customer marketing; Internet and Web-based marketing initiatives; research and marketing budgets.
The report finds that most carriers focus their marketing efforts on producers, not employers and employees. The majority of that effort, however, is directed toward attracting producers; much less emphasis is placed on programs to retain them. What’s more, the report finds that virtually all customer contact is left to producers.
“Overall, the study found that carrier marketing activities were very similar and not especially creative,” Brazzell says. “In fact, the findings suggest that there is a lot of room for carriers to differentiate themselves by adding to their marketing mix and finding new ways to build relationships with all of their customers – producers, employers and employees.”
The report details specific ways to do this, including: structuring marketing efforts to focus on all customer groups; developing value-added marketing tools and systems for producers and creating broker-friendly, proactive ways to communicate with customers.
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