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The 3in4 campaign: Use it

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Looking for ways to increase awareness of the need for long-term care (LTC) planning among your prospects and clients? 

If the answer is yes, then you should learn about the 3in4 Need More Campaign.

This national awareness campaign helps producers educate Americans about the need to form a long-term care plan and what products, services and options could be part of their plan. The key message is, “Health Insurance Isn’t Enough, 3in4 Need More.” 

The national non-profit 3in4 Association has brought together various parts of the LTC industry — carriers, producers, LTC agencies and the major associations (the National Association of Health Underwriters (NAHU) and the National Association of Insurance and Financial Advisors (NAIFA)). It is run by an advisory board and executive committee consisting of the nation’s most knowledgeable and committed professionals in the LTC industry.

Here are the key facts on which the 3in4 concept is based: 

  • 77% of Americans age 30 to 65 think they should know more about LTC insurance than they currently do. That’s more than 3in4 of Americans.
  • 74% of consumers age 55 to 65 have said that they are concerned about needing some kind of long term care. Again that’s nearly 3 in 4 of us.

Building awareness of need is the first step toward any buying decision. The 3in4 Need More Campaign can start conversations that drive home the need for LTC planning, gain attention, stimulate referrals and open doors to worksite/association educational meetings.

The campaign provides a number of ways for agents to benefit. It’s free to join, and many of the materials and benefits are free. There are other levels of membership that provide general and private labeled materials, training and access to specialty branded lead campaigns. For these, there is a minimal fee.  

The list of free items you can receive by joining includes a customizable press release; a phone script for client calls; an LTC Resources List; a 3in4 booklet for clients – A Guide To Long Term Care Planning Today; a PowerPoint presentation and a script for your local NAIFA or NAHU chapter and for outside seminars; and access to the videos that were filmed as part of two national consumer awareness tours featuring campaign spokesperson Dr. Marion Somers, a nationally-known long-term care coordinator. These videos can be sent to clients and prospect to encourage them to consider LTC planning. 

Items available for a low fee include access to lead campaigns, an entry in the LTC Resources list, and greeting cards.

Here are three ideas about ways to use the 3in4 Need More Campaign to create opportunities.

1. Get referrals from a consumer point of sale

Upon finishing writing the application, make the following statement to your new client/s: “Mr. and Mrs. Jones, you did a wise thing taking out long-term care insurance. I will keep you posted on your applications. Let’s figure about six to eight weeks for a decision, and thank you again for your trust and business. As I support the guidance of your application through the underwriting process, I am requesting your support in a national LTC awareness campaign fueled by policy holders. Most Americans aren’t insured for this kind of care and waiting to insure carries great risks. You took the steps today to start transferring your risk to an insurance carrier. Would you like to help your friends take these same steps? Since long term care will affect nearly 3 out of 4 people 65 or older, could you inform me of four names of people you would like me to provide the same education as I did for you today?

2. Use Facebook and the 3in4 campaign together

Step 1 – Search Facebook for your clients and send them a message asking them to “friend” you. (Did you know the fastest growing demographic on Facebook is women over the age of 55?) 

Step 2 – Once a client has accepted you as a “friend,” send the client the following message:

“Friends and family, I purchased a long-term care insurance plan from (insert agent’s name here) to protect my assets and ensure that I will have the care needed if I should have a long-term care experience. I highly recommend you take the time to meet with (insert agent name here); his/her contact info is below. Statistics show that nearly 3in4 people will need some kind of long-term care. A long-term care policy may not be right for you, but everybody needs a long-term care plan. Do not wait until it is too late to buy a plan. This is one of the rare cases of a purchase where money is not the only factor for purchase; your health actually buys the plan, it’s your money that funds it. Find out if a plan is appropriate for you by calling today.

Insert Agent Name

Insert Agent Website

Insert Agent Email

Insert Agent Phone Number

Step 3 – Ask clients to post messages about their experience with using you as an LTCi specialist on their Facebook walls.

3. Use the 3in4 Need More Campaign to align with a financial advisor

Here’s a letter you could use to reach advisors:

“Mr./Ms. FA, I am calling to set an appointment so that I may provide you details regarding a possible risk exposure to many of your clients who you have under management. This exposure affects nearly 3 out of 4 Americans. This meeting will take a total of 30 minutes and is critical. Could you imagine if over 75% of your business started to stop investing with you, and 75% of the money under your management was subject to an average deduction of $219 per day? What day and time this week is best for you to continue our discussion?”

To join the campaign, visit the website  

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

Thank you to Jonas Roeser and Mark Goldberg, the other two members of the 3in4 Executive Committee, for their contributions to this article.

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