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Life Health > Long-Term Care Planning

Is LTCI the New Milk?

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You’re probably familiar with the “Got Milk?” advertising campaign.

Since the campaign started in 1993, the dairy industry has reversed a 30-year decline in milk consumption. The slogan and awareness campaign — with famous people sporting milk mustaches — took the nation by storm, and milk consumption has never been the same.

The long-term care industry has come together with its own “Got Milk”-style campaign, called “3in4 Need More.” The campaign’s mission is to educate Americans about the need to form a long-term care plan and the products and options that can be part of that plan. And who better to raise grassroots awareness than producers, financial advisors and planners?

The campaign provides a proven approach to help producers successfully explain to their clients and prospects the need for planning. The 2010 Prudential Long-Term Care Consumer Awareness and Attitudes Survey provided some key stats on which the 3in4 concept is based:

  • 77% of Americans ages 30 to 65 think they should know more about LTCI than they currently do. That’s more than 3 in 4 of your prospects.
  • 74% of consumers ages 55 to 65 say they are concerned about needing some kind of long-term care. Again that’s nearly 3 in 4 of us.

The campaign was created by Jonas Roeser, chief marketing officer of LTC Financial Partners, and was later formed into a 501(c)(4) nonprofit association with an advisory board and executive committee, which includes Mark Goldberg, president of ACSIA Long Term Care, as treasurer, and myself, as vice president. Jonas was successfully using the 3in4 concept for his agency, so Mark and I knew the campaign could be effective for others.

The campaign focuses on four objectives:

1. Spread the word among the public that “3in4 Need More” than health insurance.

2. Support Congressional efforts to provide additional incentives, like tax deductions or rebates, to help people better afford long-term care products.

3. Bring the LTC industry together to educate the public by joining the 3in4 Need More Campaign and using the logo and visuals to spread the word.

4. Educate the public on private programs and federal entitlement options.

The 3in4 Association has initiated major events to gain industry and media attention and increase the visibility of the need for LTC planning. A few examples:

  • A press conference and flash mob in Times Square in New York under a 3in4 billboard, which was donated by Prudential. The event was covered nationally by Fox & Friends. 
  • Press conferences at the AALTCi and ILTCi industry conferences.
  • Information booths at the Senior Market Advisor and NAIFA conferences.
  • A coast-to-coast bus tour across America, stopping at the 20 most media-driven cities to conduct TV, radio and print interviews about the cause with campaign spokesman Dr. Marion, a nationally-known care coordinator. 

The bus tour has been an overwhelming media success, with more than 122 million impressions from the print, online and broadcast coverage. In terms of media value, the estimate is $2.8 million and growing. To view videos of the bus tour, visit .

The tour is over for 2011, but the 3in4’s Caregiver Contest is still underway. People can submit their care story through the 3in4 website, with the winner being announced at the end of the year. The winner will be featured with Dr. Marion in a reality TV show pilot. The complete winner’s package will total approximately $50,000 in goods and services.

How can you benefit? What will the 3in4 Association provide to those who join this effort? The campaign website provides a number of ways for agents to be involved and be listed as an LTC resource. There are many levels of membership that provide various concessions, trainings, private-label materials and access to specialty branded lead campaigns.

One of the free items available to all who join (by providing their name and email address) is a 3in4 electronic public relations kit. It includes the results of a new study conducted in a joint effort by Genworth and 3in4.

The website provides similar offerings for agencies and for vendors and strategic partners.

To join the campaign, visit Sign up today and then review the information about how the campaign can support your business and drive national awareness about the need for LTC planning. For more information about LTCI, just ask. 

Help us spread the word. Help the 3in4 campaign create even more public awareness of the need for LTC planning and invite others to join this incredibly important cause.


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