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Medicare Blog | Medicare News | Medicare Information

Aetna Acquires Genworth Financial’s Med Supp Business

Posted by Lauren Hidalgo on Fri, Jun 17, 2011 @ 09:18 AM

Medicare SupplementsOn June 13, 2011 Aetna announced they were acquiring Genworth Financial's Medicare Supplement business and all other related blocks of business. With more than 145,000 Medicare Supplement policyholders, Genworth was a leading provider of Medigap policies through Continental Life Insurance Company of Brentwood, Tennessee. For the block of business, Aetna paid $290 million.

Aetna’s chairman, CEO and president Mark T. Bertolini noted, "By acquiring this business, Aetna will significantly expand its footprint in the Medicare Supplement business." He also went on to explain that this growth comes at an important time, when the Medicare population is set to increase significantly with the Baby Boomer generation turning 65.

The acquisition is part of Aetna's plan to "broaden its product portfolio, add new revenue streams, and address the increasing needs of the senior population", adds Joseph M. Zubretsky. With this new block, they plan to grow their capabilities of Medicare Supplement business including "access to commercial retirees and Medicare Prescription Drug Plan members, multi-channel distribution, and other Aetna product offerings", says Zubretsky.

Aetna currently serves approximately 33.8 million people and provides resources necessary for consumers to make informed decisions on their health care. Offering a variety of insurance plans, they cover a variety of individuals from all walks of life - from employer groups to college students. They plan to remain under the same business' current management, staff, and operations based in Brentwood, TN.

How do you feel about Aetna’s acquisition of Genworth Financial's Medicare Supplement business? Do you currently sell Aetna to your Medicare Supplement clients? What is the reception to their product?

Source: BusinessWire

Additional Updates:
  • Constitution Life Med Supp: Low Rates for TX and CO Agents - Learn More
  • Marquette National Med Supp: Low Rates for IL, MO, NE, KS, OH, and WI Agents - Learn More

Tags: Constitution Life Medicare Supplement, Marquette National Medicare Supplement, Aetna Medicare Supplement, senior market news, Medicare News, industry news

The Case for YouTube in Insurance Marketing

Posted by Lauren Hidalgo on Fri, Jun 10, 2011 @ 09:15 AM

Medicare SupplementsAs the second largest search engine, YouTube is continuing to grow and its full potential has yet to be tapped. Video is one of the fastest growing mediums online with large audiences searching for not only entertainment, but for information to assist in their buying decisions. YouTube offers a Promoted Videos feature that works just like AdWords as a cost-per-click auction based keyword and contextual targeting strategy. This allows you to get top placement providing the right content to the audience looking for it.

In a recent case study, insurance company American Family Insurance hired a search-marketing team to help with their video search performance. Being an SEO campaign the team first studied which of their video ads were already performing well, and they looked to see which keywords were being searched for more often. Based on the results, they increased their budget toward those keywords performing best within the states that the insurance company did business in. The results were closely monitored by YouTube Insight, which is an analytics and reporting tool provided to anyone with a YouTube account to track their audience.

The prospects had access to all of the videos the insurance company had created, as well as the option to contact the carrier via their website. The major results of the strategy were that organic traffic to their videos increased from 5,967 in October 2010 to 44,467 in January 2011. Plus, the videos enhanced the company’s brand experience, and they reached prospects earlier in their decision process.

The Medicare Supplement insurance industry is a great platform for informational videos. Seniors approaching age 65 might be confused in the differences between Medicare Supplement and Medicare Advantage, the benefits of having a Medigap plan, or the steps needed order to apply. These are all excellent opportunities to share your knowledge and place yourself as an expert. YouTube offers you a way to share your knowledge and approachability as an agent looking to serve clients.

Do you think YouTube will be influential in the insurance market? Have you made any prospecting videos on YouTube? How have your results been?

Source: Search Engine Watch

Additional Updates:
  • Constitution Life Med Supp: Low Rates for MI Agents - Learn More
  • United Healthcare Medicare Supplement Opportunities - Learn More
  • Sentinel Life Rate Increase in Nevada - Learn More

Tags: United Healthcare Medicare Supplement, Constitution Life Medicare Supplement, Sales Tips, Senior Market Advice, technology, Leads, Creating Value, Sentinel Life Medicare Supplement

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