Zurich Financial Services has launched an innovative adviser marketing toolkit for the medical professionals market, uniquely packaged on a USB stick.
The kit contains over 20 items including lead letter templates, advertisements, lead generation emails, online banner advertisements, and online content which can be published on the adviser’s own website.
“In the era of hot desking, wireless working and mobile work locations, we wanted to present the kit in a way consistent with travelling light, and minimising wastage,” said Zurich’s General Manager – Life Risk Australia, Colin Morgan.
“Supplying marketing materials – such items as advertising and letter templates – in a soft copy format, allows the advisers to easily tailor them for their own use and brand them with their own logos. Advisers retain their independence without the burden of having to create these tools from scratch,” said Mr Morgan.
According to Zurich, the medical profession can represent a very attractive target segment for advisers. This is because they generally have stable employment prospects and earn higher than average incomes, generally requiring higher levels of cover.
Apart from more than 55,000 medical practitioners in Australia, the medical segment also includes medical specialists and allied professionals such as dentists, optometrists, physiotherapists, chiropractors and podiatrists.
There are more than 20 items within the kit, designed to support the different stages of the sales process.
The resources have been categorised into three sections:
- Lead generation resources designed to assist advisers generate opportunities within the medical segment
- Concept selling resources that focus on the need for insurance
- Zurich solutions which focus specifically on the Zurich product range.
Also included are a number of medical themed images, in high resolution, which can be used in presentations, on flyers, etc.
The guide book, presented in PDF format, offers advisers useful tips about how to run a marketing campaign, including ways to obtain email listings, how to use online content and the value of advertising.
The USB content is complemented by a suite of materials available online from Zurich’s Adviser Assist site. By providing access to the materials online, Zurich is in a position to upgrade them at any time.
Materials
Tele-underwriting Checklist
This tool helps set the client’s expectations with regards the underwriting process. It explains the steps the client will need to go through with the insurer, and lists the information that will be required to conduct the interview.
Lead Letters
Zurich have presented their lead letters in an easy to use format, which guide the adviser through the steps required to transfer the content onto their own letterhead. The lead letter tool states the audience the content is targeted at, approximates the number of words (useful for formatting purposes), and also provides sample disclaimers.
The letters are also provided in shortened versions for iPhone and Blackberry use.
Packaging
Zurich has presented the kit in an eye-catching and truly innovative way. The use of a USB stick allows advisers to create completely paper-free campaigns, and to merge the new content with their existing marketing materials.
“Another advantage of going digital is the environmental one,” said Mr Morgan. “We do business in a field awash with printed brochures and other publications. In this format, only those documents which will be used need be printed out. And some items, such as website and email copy, are already in the required digital form.”
