Worksite Marketing Practices Focus Of New Eastbridge Report

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.