The fourth in an ongoing series of long term care insurance consumer education campaigns has been initiated by the American Association for Long-Term Care Insurance (AALTCI).
The Association will be placing a full-page advertorial into the May edition of Kiplinger’s Personal Finance magazine. Part of the “Fresh Perspectives on Long-Term Care Planning” campaign, the message strives to overcome misperceptions held by consumers.
“We have been highly effective in delivering very specific messages to those consumers who are most likely to undertake long term care planning,” Jesse Slome, AALTCI’s executive director explains. “Our strategy is to create awareness that directly deals with common misperceptions about long-term care insurance.”
The May campaign addresses the belief held by some consumers that if they cannot afford lifetime long-term care insurance, they forgo any coverage. “We clearly state that this ‘all or nothing’ approach is rarely a good plan,” Slome notes.
“We also challenge the ‘one and done’ process that has been most long-term care insurance has been purchased,” Slome explains. Options commonly available today including the Future Purchase Option make coverage more affordable and, as a result, will expand the potential market for sales. “It is a planning approach that really is appropriate especially as the industry targets younger buyers,” Slome notes.
The AALTCI Fresh Perspectives campaign has been supported by Prudential and John Hancock. The advertisements in Kiplinger’s magazine reach over one million readers. In addition, the participating insurers offer reprints to their agents.
Established in 1998, the American Association for Long-Term Care Insurance is the national trade organization focused on establishing heightened consumer awareness as well as supporting insurance professionals who market long term care solutions.
Prior consumer guides published by the Association focus on long term care insurance costs and can be accessed online at www.aaltci.org/guides.
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