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Marketing long-term care insurance. Public education ads to the proper target must precede sales efforts.
Mark Health Serv 1998; 18(1):4-11MH

Abstract

The ingredients for a financial calamity affecting both government and individual citizens and their families are in place. Federal legislators have made little progress in addressing the health care needs of an aging America, and the proposals that have been advanced offer little or nothing in the way of better help with long-term care. One potential scenario is that middle-income retirees placed in long-term care will exhaust their finances and then turn to Medicaid, creating an enormous expense for the government. Long-term care insurance could alleviate the situation, but current practices by the insurance industry in marketing products to the elderly complicate the sale of such insurance. Consumers approaching retirement age are receptive to this type of product, but first they must be made aware of the merits of long-term care insurance and the paucity of alternatives. Only then can marketers promote specific products successfully.

Authors+Show Affiliations

Seidman School of Business, Grand Valley State University, Grand Rapids, MI, USA.No affiliation info available

Pub Type(s)

Journal Article

Language

eng

PubMed ID

10179394

Citation

Benet, S B., and P N. Bloom. "Marketing Long-term Care Insurance. Public Education Ads to the Proper Target Must Precede Sales Efforts." Marketing Health Services, vol. 18, no. 1, 1998, pp. 4-11.
Benet SB, Bloom PN. Marketing long-term care insurance. Public education ads to the proper target must precede sales efforts. Mark Health Serv. 1998;18(1):4-11.
Benet, S. B., & Bloom, P. N. (1998). Marketing long-term care insurance. Public education ads to the proper target must precede sales efforts. Marketing Health Services, 18(1), pp. 4-11.
Benet SB, Bloom PN. Marketing Long-term Care Insurance. Public Education Ads to the Proper Target Must Precede Sales Efforts. Mark Health Serv. 1998;18(1):4-11. PubMed PMID: 10179394.
* Article titles in AMA citation format should be in sentence-case
TY - JOUR T1 - Marketing long-term care insurance. Public education ads to the proper target must precede sales efforts. AU - Benet,S B, AU - Bloom,P N, PY - 1999/1/2/pubmed PY - 1999/1/2/medline PY - 1999/1/2/entrez SP - 4 EP - 11 JF - Marketing health services JO - Mark Health Serv VL - 18 IS - 1 N2 - The ingredients for a financial calamity affecting both government and individual citizens and their families are in place. Federal legislators have made little progress in addressing the health care needs of an aging America, and the proposals that have been advanced offer little or nothing in the way of better help with long-term care. One potential scenario is that middle-income retirees placed in long-term care will exhaust their finances and then turn to Medicaid, creating an enormous expense for the government. Long-term care insurance could alleviate the situation, but current practices by the insurance industry in marketing products to the elderly complicate the sale of such insurance. Consumers approaching retirement age are receptive to this type of product, but first they must be made aware of the merits of long-term care insurance and the paucity of alternatives. Only then can marketers promote specific products successfully. SN - 1094-1304 UR - https://www.unboundmedicine.com/medline/citation/10179394/Marketing_long_term_care_insurance__Public_education_ads_to_the_proper_target_must_precede_sales_efforts_ DB - PRIME DP - Unbound Medicine ER -