One of the groups behind the Long-Term Care Awareness campaign — the 3in4 Association — asked for LIMRA to help it find out how to do a better job of spreading its message — that three in four Americans ought to be doing a better job of planning for long-term care (LTC) needs.
The 3in4 group will be using the survey results to pump up the upcoming awareness month — which starts Nov. 1.
Life Happens (the group formerly known as the LIFE Foundation) is encouraging agents and brokers to look at the many LTC education resources on its site, such as its collection of videos about LTC needs. If you want to watch a video about how an empty nester views LTC needs, or now someone in the middle market views LTC needs, Life Happens has it.
The American Association for Long-Term Care Insurance (AALTCI) is returning to the campaign effort by running another in its series of LTC awareness inserts in Kiplinger’s Personal Finance magazine.
The 3in4 group is organizing several advertising and outreach efforts of its own. One way it’s trying to help is by sharing its own market research data with LifeHealthPro, in the hope that LTC agents — and life agents, and benefits brokers, and any other people who recognize how much pain a failure to plan for LTC expenses can cause — will use the results in to strengthen their own efforts to get consumers to think about LTC needs.
Here are three lessons drawn from Cherie Mosley’s analysis of the awareness survey data.
1. Clarity matters.
For many consumers, even thinking seriously about the possibility that the consumer, or the consumers’ loved ones, will grow old and need long-term care is almost as difficult as thinking about the possibility that they will get Ebola.
Some groups have tried to promote LTC planning by using messages that get at the idea of the need for LTC planning indirectly.
LIMRA told 3in4 that only about one-half of the consumers who remembered learning about the “Three in four need more” message knew it was about LTC planning.