Marketing Like the Old Spice Man

July 28th, 2010 by Heather Trese

At ASJ, we like to emphasize the importance of communicating with your clients, and the power that social media can have on your marketing efforts. A recent mainstream marketing campaign highlighted both of these efforts so well that I just had to talk about it here.

I’m sure all of you are familiar with Old Spice. It’s a classic product, and frankly I’d always considered it to be something my grandfather would wear – sophisticated, sure, but definitely not young or hip. I thought it was something my husband would age into, when the time was right, but not something I expected him to be using before he turned 50.

And then the Old Spice Man took the country by storm.

His commercials are hilarious. They’re very tongue-in-cheek, and some of them are flat-out ridiculous. He often appears riding a horse, taking a bubble bath, lifting weights, or doing other masculine – yet romantic – activities. The ad campaign was genius, and before long a bottle of Old Spice brand body wash appeared in my Gen Y husband’s shower.

But then the Old Spice marketing team came up with something even more genius. Using the combined power of Twitter and YouTube, they allowed the Old Spice Man to communicate directly with his fans/consumers. People could post a question to his Twitter account, and he would answer it in his typical fashion via a personalized (albeit short) YouTube video.

The campaign was a huge success. Even people who had never purchased an Old Spice product in their life were talking about the brand, tweeting about it, posting about the company. Whether you think he’s hilarious or you don’t really understand his brand of humor, you have to admit – the Old Spice Man is on to something.

What if you used his brand of marketing in your insurance practice? YouTube and Twitter are both 100 percent free to join. If you don’t have a camera built-in to your computer, you can purchase a Web cam for less than $20 – or even borrow one from your local library. Invite people to submit questions to you via tweet, email, or Facebook, and answer them on YouTube to create a personal connection. You can show everyone how knowledgeable you are, and the marketing is totally free.

Is something like this actually possible in the insurance world? Maybe. With FINRA’s rules on social marketing, it’s difficult to say what is and isn’t allowed. And of course, if you had a client or prospect ask a sensitive question, you wouldn’t want to share their personal information via a public YouTube video. But the point is, the insurance industry needs to start stepping out of its box and thinking up new ways of communicating with its consumers. It needs to start using these amazing new marketing tools to reach out to the younger folks, and even to engage the older ones who are more tech-savvy. Otherwise, the personal touch of the insurance agent is going to be lost on the younger generations.

H.R. 4173 Has Passed: Now What?

July 20th, 2010 by Christina Pellett

Now that the Dodd-Frank bill has passed the Senate, you may be wondering: What does this mean for me?

According to National Underwriter Life & Health, “H.R. 4173 provisions would affect the standard of care that applies when insurance agents and brokers sell investment products, create a Federal Insurance Office (FIO) at the U.S. Treasury Department,  give states of domicile more authority over regulation of reinsurers, impose new standards on the rating agencies, classify indexed annuities governed by National Association of Insurance Commissioners standards as state-regulated insurance products, and impose new suitability standards on sellers of annuities.”

There are eight major components of the financial reform package:

  1. Fiduciary responsibility
  2. Financial designations
  3. Federal insurance office
  4. Optional federal charter
  5. Financial stability oversight council
  6. Consumer financial protection bureau
  7. Senior investor protections
  8. Equity indexed annuities

So how do you feel this package will begin to transform your practice over the next few years – if at all? Share your thoughts and comments here, and watch our for upcoming coverage from the Summit Business Media life and health group.

151A Tossed: Guess We Didn’t Need Harkins, After All

July 14th, 2010 by Christina Pellett

Well, the battle (this battle, at least) has finally come to an end. Yesterday, the U.S. Federal Court of Appeals ruled that the SEC didn’t properly analyze the rule’s effect on the indexed annuity market, and tossed out 151A once and for all.

That’s right – if you haven’t heard it already, here it is: Indexed annuities will remain state-regulated, and remain classified as insurance products.

So to celebrate, we’ve gathered the most recent links on the event. Feel free to add your own!

The Battle of 151A: The Indexed Annuity Community Takes on the SEC (National Underwriter Life + Health)

U.S. Court of Appeals Vacates 151A

Federal Court of Appeals Vacates SEC Rule on Indexed Annuity Contracts

SEC Rule 151A Vacated by D.C. Circuit Court of Appeals!

Court Tosses Rule 151A

D.C. Circuit Court Vacates Rule 151A as Arbitrary and Capricious

And, of course, the Agent’s Sales Journal 151A Resource Center.

Update: Here is the official order to vacate Rule 151A.

Was Obama’s CMS Appointment A Daring or Dumb Move?

July 14th, 2010 by Heather Trese

President Obama recently filled the vacant CMS administrator position by using the recess appointment process, which can bypass the Senate’s approval.

Obama tapped Dr. Donald Berwick for the position, a Harvard professor and president and CEO of the Institute for Healthcare Improvement. However, Republicans believe that Berwick is an advocate of health care rationing and claim that he praises the United Kingdom’s national health system.

According to Republican-circulated versions of Berwick’s remarks, he has said that the system “developed very good and very disciplined, scientifically grounded, policy-connected models for the evaluation of medical treatments from which we ought to learn.”

Although Berwick was nominated for the CMS administrator post in April, his confirmation was held up due to Republican opposition.

Despite the Republican opposition, many political analysts applaud Obama’s decision. His appointment is backed by the American Hospital Association, the American Medical Association, and other health organizations and patient advocacy groups. Three of his predecessors who held the same job in Republican administrations all gave their approval of his appointment. Hospital executives who have worked with Berwick call him a visionary and insightful leader. Most important of all, this will be the first time since 2006 that CMS will have a permanent administrator.

However, because the appointment was made during a recess, Constitutional law dictates that Berwick’s appointment will expire at the end of the next Congressional session, in late 2011. This might be just as Berwick is starting to effect change. Of course, he can always be reappointed, so he may have just enough time to prove that he was the right man for the job all along.

It may take a little while before we see the impact of Obama’s recess appointment, so it’s unclear at this time just how strong of an impact this decision could have on insurance agents. But one thing’s for sure – we certainly want to keep an eye on Berwick as he leads CMS through the era of change brought on by health care reform and the Obama Administration.

What Are The Risk Factors For Your Future Clients?

July 7th, 2010 by Heather Trese

As Americans age at a rapid rate (by 2025, there will be 65 million baby boomers, ranging in age from 61-79, and making up 25 percent of the population 16 and older), producers who are just hitting their professional stride might be asking themselves – where is my next generation of clients going to come from? Current high schoolers will soon be heading off to college, and once they graduate (or turn 26, depending on the life path they choose), they’ll be ready to choose a few insurance policies of their own. But what types of risk factors will they be facing? As it turns out, quite a few.

According to a new study by the U.S. Centers for Disease Control and Prevention, most high schoolers engage in behavior that puts them at an increased risk of dying. The study, conducted from 1991 to 2009, analyzed risk behaviors. The most common causes of death involved motor vehicle crashes, and expected teen risk behavior such as smoking cigarettes (19.5 percent), drinking alcohol (42 percent), and being sexually active (34 percent, and 40 percent admitted that their last sexual encounter had been unprotected) were common. However, the most frequent risk factors noted over the course of the study related to health and wellness.

In the week before the survey, 78 percent of the students had not eaten fruits or vegetables more than 5 times per day, and 29 percent had consumed soda at least once per day. Eighty-two percent of students were not physically active for at least an hour a day each day for the week before the survey. Only a third attended physical education classes daily, and 12 percent were obese.

Couple the fact that high schoolers lead relatively unhealthy lives with the fact that they seem completely unprepared to deal with their own financial futures – a test by the Jump$tart Coalition measuring  aptitude for managing such financial resources as credit cards, insurance, retirement funds, and savings accounts showed an average score of only 52.4 percent.

Fortunately, there are resources out there. The Association for Advanced Life Underwriting, the Life and Health Insurance Foundation for Education, the Million Dollar Round Table, and the National Association of Insurance and Financial Advisors worked together to create NextGen3, an interactive program which includes lessons, games, and videos designed to appeal to a younger demographic. This is part of an ongoing – and growing – push to spread financial literacy at a younger age.

As insurance agents, do you think it’s your responsibility to help the younger members of our society understand financial matters and live healthier lifestyles? Do you do anything to reach out? Comment below and let us know! Or, take our poll on the ASJonline.com homepage!

151A in Limbo Once Again

July 1st, 2010 by Christina Pellett

Last week, the fight to keep indexed annuities state-regulated made a huge step forward when House conferees approved the Harkins amendment to the financial services bill H.R. 4173. That’s good news for agents who have been selling indexed annuities as insurance products and want to continue doing so – the SEC’s Rule 151A, which was passed in 2008 and originally set to go into effect on Jan. 12, 2011, would have regulated indexed annuities at the federal level, as securities, and led to a world of trouble for the popular product’s current distribution system.

Now, all the remains is to sit and wait for the passage of H.R. 4173 in the Senate – but it looks like Democrats are still pushing to get the support they need for the bill, which has beenpassed in the House and reconciles the differences between the House and Senate versions of the Dodd-Frank Wall Street Reform and Consumer Protection Act bill.

But even though the passage of H.R. 4173 would now mean a victory for the indexed annuity camp, it may not be all roses and sunshine. For one, the financial services bill includes a number of issues of concern for producers – for instance, the creation of a Federal Insurance Office,

And Huffington Post blogger Shahien Nasiripour recently wrote about how the Harkins amendment could end up hurting, not helping, seniors.

So what do you think? Is this the inclusion of the Harkins amendment sweepingly good news? If you sell indexed annuities, are you breathing easier, or are you holding your breath to see whether the financial services bill will actually make it through the Senate? And do you think that it’s a bright spot in what could be an otherwise game-changing bill? Share your thoughts here!

Americans: Hating Insurers Since the Dawn of Time

June 30th, 2010 by Heather Trese

Recently, CNNMoney.com published a list of the 10 most hateable companies (apart from BP, who undoubtedly holds the No. 1 spot right now). These are the companies that Americans love to make fun of, to talk bad about, to boycott. The companies on the list were varied. They included retailers such as Walmart, tech companies like Microsoft – even social media giant Facebook made the list, no doubt thanks to their recent slackening of privacy policies. But no industry was hit harder than the financial industry, which claimed 40 percent of the list – including the No. 1 spot, held by Goldman Sachs – and half of those spots were held by insurers.

The anger over AIG has definitely died down some since the government bailed the company out. Still, AIG owes the taxpayers enough to give them the No. 5 position on this list. And even though the tides are definitely changing for life insurers in general, they’re not out of the water yet – one slip-up by a major company or group of companies could cause the industry to fall right back down again. What’s more, AIG and big insurers like it have become the symbol for what it means to be too big to fail. It’s no wonder that consumers feel wary of the company, and the agents who back it, even after all this time.

And WellPoint, who holds the No. 4 position, is not doing anything good for health insurers. In California, the company attempted to increase premiums by up to 34 percent. Then there are the allegations that they investigate every case of breast cancer trying to find a case of fraud. Indeed, other health insurers have recently made headlines for rescission practices, or otherwise troubling business methods. None of these instill confidence in the consumer, which is worrisome at a time when health reform was swooping in promising to fix everything.

But whether or not one or two bad companies can really change a nation’s view of the insurance industry isn’t the question. The question is – what are you, as an insurance agent, doing to make sure that your industry remains respected? Are you making every effort you can to show that you’re honest? Do you admit when you make a mistake? Do you ease your client’s concerns in the best way possible?

How is the overall animosity toward the financial industry affecting your practice on a day-to-day basis? Comment below and let us know!

Health Care Reform: Obama’s Warnings to Carriers, Employers

June 25th, 2010 by Christina Pellett

So it appears that President Obama is taking some steps to make sure carriers and employers don’t use the oncoming health care reform as an excuse to make things more costly on everybody.

First, the White House released a set of rules and regulations aimed at discouraging employers from cutting health benefits or raising the cost to employees.

“The rules limit the changes that employers can make if they want to be exempt from certain provisions of the health care law passed by Congress in March,” writes New York Times reporter Robert Pear. It seems that if a company wants grandfather status – health plans in place earning exemption from the reform rules and regulations – they’ll need to be careful about the measures they take to keep costs at a minimum.

Then, on June 22, Obama met with the CEOs of more than a dozen major insurance carriers to warn them against hiking rates simply because they could.

“There are genuine cost drivers that are not caused by insurance companies. But what is also true is that we’ve got to make sure this new law is not being used as an excuse to simply drive up costs,” reported the Washington Post on June 23. “The CEOs here today need to know that they’re going to be required to justify unreasonable premium increases.”

Some groups, such as AHIP, call this a move in the right direction that, if followed, would allow consumers and other industry critics to see that rate increases aren’t just a result of corporate greed. When the cost of care goes up, so must the cost of coverage.

And it’s not just a veiled threat on the part of the President – starting next year, the Department of Health and Human Services is set to begin working with states on annual rate increase reviews, demanding carriers to provide reasoning for “unreasonable” changes. The definition of “unreasonable” is somewhat up in the air – though a recent study by the Kaiser Family Foundation suggests that increases of 20 percent of more aren’t uncommon in the individual market.

So what do you think? Will the guidelines in place help curb unnecessary rate increases and unreasonable activity on the part of employers? Or is it simply smoke and mirrors that will fail to protect consumers from the fallout of reform? Share your opinions here.

It Only Takes One…

June 16th, 2010 by Heather Trese

You read all the time about the importance of sending multiple email blasts a month. Keeping in contact with your prospects, experts say, will help them remember you, even if they’re not ready to use your services at this time. Then, when they do need you, they’ll see your name in their inbox, recognize it, and pick up the phone right away.

But does this strategy really work? I can tell you first hand that it does.

There is an insurance professional who sends me emails a few times a month. I’m not sure how I got on his list, as his emails are targeted to people seeking new policies. Since I wasn’t looking for new coverage, every week I simply deleted his email unread. I could have just as easily asked to be removed from his list, but for whatever reason – whether it’s because I was too busy, or because I thought the emails might come in handy someday – I never did.

Then one week, the subject line of his email caught my attention. It was compelling and interesting, presented a different angle, and was on a topic that I happened to be struggling to find someone to write about. I read the email immediately, and replied within 10 minutes asking whether he’d like to become a contributor to ASJ. By the next day, I’d found myself a new source, and the agent had further positioned himself as an expert in his field.

So many times, concerns about flooding inboxes or the amount of time that an email campaign could take outweigh the benefits of frequent contact. But the truth is a successful enewsletter should be blasted at least twice a month – and at an absolute minimum once a month. Clients and prospects want to hear from you. They want to know what’s going on in the financial world, or get a fun bit of trivia, or a little game to brighten their day. And if they decide they don’t want those things anymore, they can opt-out of your newsletter. But more than likely they’ll simply delete it if they don’t want to read it, until the time that they don’t delete it because they need you. And there you are, in their inbox, waiting for them to pick up the phone.

There is, of course, another lesson to be had in this story, and that’s about the power of compelling subject lines. Even though the agent had been sending me quality content for months, it wasn’t until he sent me something with an attention-grabbing subject line that I sat up and paid attention. Write your subject lines well, and send emails often, and you’re bound to get a few new clients (or at least sell different products to existing clients) from your efforts.

Why I’m Over Health Care Reform – And Why it Doesn’t Matter

June 10th, 2010 by Christina Pellett

I have a confession to make: I’m a little tired of health care reform. Writing about it, hearing about it, soliciting and editing stories about it – it’s kind of getting old. How do I stop writing the same types of leads over and over again? How do I make this topic interesting and fresh?

That’s a pretty heavy confession for the editor of a business-to-business magazine, given that my No. 1 task is making industry issues easier for you to understand, and helping you succeed in the face of these issues. And there has been no industry issue bigger than health care reform in recent memory (at least my recent memory).

All that being said, I gently remind myself that I don’t really need to make it interesting and fresh. That what my lead says is only important to me – what’s important to you is what’s in this bill, how it affects you, and how it affects your clients.

In talking with industry experts and producers, I’ve heard nearly as wide of a variety of opinions as there are people in this world. While putting together a recent story about our 2010 Health Market Study, I spoke with one agent who’s been in the business for more than 30 years and who called himself very conservative. His friends and colleagues are very conservative, too. As a result, he’s really ticked some people off – because he’s all for health care reform. In fact, he said, his only problem with what’s been going on for the past nine months is that Congress hadn’t actually done anything.

Well, at least one agent’s problem went away in late March, when the health care reform legislation was actually passed and President Obama put his signature on it. But then many more problems arose for many more agents – as in, what’s next? And when do these things take affect? And what’s in this bill anyway? And are we still going to have jobs? And oh my gosh, the rate increases will be unbelievable!

One thing’s for certain: All bets were off when we were conducting our annual Health Market Study and putting together this year’s Health Insurance Selling Guide.

So what we’ve done this year is a little bit different from the way we normally approach our annual health insurance package. First, we published the results of the 2010 Agent Media Health Market Study – but we kicked off this year’s Health Insurance Selling Guide with a breakdown of the reform bill’s key components, what they entail, and when they take place. We also offer a more complete version of this timeline, which includes information about the Medicare and Medicaid-focused provisions.

And on our podcasts page, you can find our interview with Kathy Donovan of the Insurance Solutions Group of Wolters Kluwer Financial Services, who talked about what’s happening more immediately with the health care reform bill.

I may be tired of health care reform – but I bet you’re not.