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Marketing LTCI for Boomers & Women A snapshot of statistics and Marketing Materials Orietta Lenzi, CLTC, LTCP National Training Director For financial.

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Presentation on theme: "Marketing LTCI for Boomers & Women A snapshot of statistics and Marketing Materials Orietta Lenzi, CLTC, LTCP National Training Director For financial."— Presentation transcript:

1 Marketing LTCI for Boomers & Women A snapshot of statistics and Marketing Materials Orietta Lenzi, CLTC, LTCP National Training Director For financial professional use only. Not for use with the public. John Hancock Life Insurance Company, Boston, MA LTC /07

2 Overview ► Key Messages to address with Boomers - Useful statistics ► Key Messages to address with Women - Useful statistics ► John Hancock Claims Facts - A breakdown of demographics ► Available Prospecting Materials - Client approved brochures, prospecting letters, etc. ► Ordering Materials and Additional Sales Support

3 Key Message ► LTC Insurance – Important at Any Age Consumer insight: When it comes to thinking about LTC, many consumers are in denial. They think it’s something they may never need – or at least won’t need for a very long time. Many people also assume that LTC insurance is not affordable. Sales Approach: The need for LTC can occur at any age. If it happens when you’re young, your family’s financial security could be at risk. LTCI coverage is more affordable than many people think

4 Time for a New Approach ► Boomers and women are heading towards retirement age in growing numbers ► Medical advances are extending life expectancy, and the demand for LTC services is likely to grow exponentially ► Costs for these services are rising by about 4% per year ► LTC Insurance will increasingly be seen as a key component of any comprehensive financial plan

5 Focus on Messages that are Important to Boomers ► The importance of having LTC Insurance as part of a complete financial plan - 1 year in a nursing home of 24-hour home care can cost more than $66,000 today, and in states such as NY, costs can run as high as $115,340 - With costs increasing at about 4% per year, this care could cost $150,000 to $250,000 per year in 20 to 30 years ► Long Term Care can happen at any age due to accident, illness, or disability - Estimates say that 40% of people receiving long term care are adults between the ages of 18 and 64. ► The benefits of purchasing LTC when you’re younger - More affordable coverage - Greater chance of getting a preferred health status

6 Focus on Messages that are Important to Women ► Not overburdening family with costs and caregiving responsibilities, which women understand as they are often primary caregivers - 71% of caregivers are women - Because of their roles as caregivers, women see LTC situations firsthand and are more likely to appreciate the need for LTCI ► Preserving their independence - About 72% of Nursing home residents are women - Women tend to outlive men by several years and therefore face a 50% greater chance than men of entering a nursing home after age 65 - Women reaching age 65 in 2010 are expected to live, on average, an additional 19.2 years compared to 16.6 years for men - 13% of women that reach age 65 will live to age 95

7 John Hancock Claims Facts - Demographics ► 65% female, 35% male ► Average claim age – 78 ► 96% of claims occur over age 60, 4% occur under 60 ► Youngest claimant – 23 years old ► Oldest claimant – 103 ► 50% claims paid are for Home Care ► 17% claims paid are for Assisted Living Facilities ► 33% claims paid are for Nursing Home ► Complaint rate – 0.01%

8 Consumer Prospecting Materials

9 Prospecting to the Boomer market ► Establish the need for LTCI – Boomer brochure (LTC-3302) – Prospecting letter (LTC-3788) – Advertisement (JHAD701) – Radio Ad (JHAD709)

10 Consumer Prospecting Materials ► Cost of Waiting Brochure (LTC-3054) – Focuses on boomer market – Calls attention to the impact of waiting to purchase LTCI – Includes real-life investment scenario

11 Prospecting to the Women's market For financial professional use only. Not for use with the public. John Hancock Life Insurance Company, Boston, MA LTC /05 ► Establish the need for LTCI – Women's brochure (LTC-3301) – Prospecting Letter (LTC-3784) – Advertisement (JHAD702) – Radio Ad (JHAD711)

12 Consumer Direct Mail Materials ► Postcards and letter focus on: ■ Affordability (LTC-5786) ■ Caregiver Support Services (LTC-5785) ■ Announcement of Leading Edge (LTC-5071) ► Customize with your name and phone number for a direct response

13 Consumer Direct Mail Materials ► Needs-based prospecting – Postcard (LTC-3785) – Mailer (LTC-3786) ► Customize with your name and phone number for a direct response

14 How to order postcards and mailers ► Who do I call about questions and availability of materials? – Call ► How do I place an order? – Be sure to have all the information necessary to complete your order. A list of these items is available in the Reply Mail Guidelines (LTC-3027) – Call the Literature Line at to place your order

15 Costs and timing ► How much does a mailing cost? – Prices begin at $125 for up to 800 pieces, not including postage – Review the Reply Mail Guidelines (LTC-3027) for a complete list of costs ► How long will it take before my mailing is complete? – Please allow 5-7 business days for imprinting and mailing to occur

16 Seminar marketing to Boomers ► Boomer market seminar invites – 8x11 Flier (LTC-5851) – 5x7 Invite (LTC-5852) – Ad (JHAD705) ► Consumer Presentation – Leading Edge Consumer Presentation (LTC-5751) ► ►

17 How to order seminar invitations ► The invitations are available to order in bulk or can be customized and sent on your behalf. ► To place an order call the Literature Line at ► Presentation and advertisement are available to download from

18 Prospecting to the key LTCI markets ► New Messaging Producer Guide (LTC-3723) offers insight into the key LTCI markets: – Boomer – Seniors – Women – Gay and Lesbian Community

19 Thank You For more information please visit


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