The long-term care insurance (LTCI) unit at Genworth Financial Inc. has used the release of its latest batch of long-term care (LTC) cost data to change the focus of the national LTC conversation.

Several big LTC insurers publish LTC cost survey data.

In recent months, general interest news organizations have carried a number of articles about which carriers are getting out of the LTCI market, and about how committed the remaining carriers are to the product.

Genworth, Richmond, Va. (NYSE:GNW), is making the release of its latest LTC cost survey data a platform for getting media organizations and consumers to think instead about the high and growing cost of home care, assisted living care and nursing home care.

In addition to the survey report itself and the main press release, Genworth has put out several single-state press releases, an LTC cost iPhone app, and two Web videos.

One video, shown here, features Steve Zabel, a senior vice president at Genworth. Zabel talks about how the company hopes consumers will use the LTC cost data to plan for the future.

The video also includes interviews with consumers who attended an AARP convention.