Marketing is a broad term and often means different things to different people and companies. At a high level, marketing should influence and shape the needs of all customers and develop products to meet those needs. Given the multitude of activities that need to take place to achieve such a broad spectrum yet ever-critical goal, many carriers include a variety of functions within marketing. These include advertising and brand awareness, sales support and development, market research, competitive analysis, customer and market segmentation, and communications and material development, just to name a few. The reality is, however, that many of these functions are often housed in different departments or areas rather than being centralized, which can be a challenge when trying to seamlessly meet the buying and service needs of all customer groups.
Specifically, the Marketing Practices of Voluntary Carriers Spotlight™ Report looks at topics such as:
The purpose of this report is to compare the marketing structure and practices of carriers currently active in voluntary/worksite to better understand the components of their strategy and how they integrate all the pieces to best meet consumer needs. With this information, carriers can evaluate their own marketing practices and structure against other carriers in the market.
Marketing Practices of Voluntary Carriers, a Spotlight™ Report
Eastbridge Consulting Group, Inc. is a marketing advisory firm serving insurance and financial services organizations in the United States and Canada.