Community Insurance Screenings

Doctors often provide basic health screenings for selected groups at little or no charge. Such screening can often detect significant problems which can be treated before major complications arise, problems such as an erratic heart beat or a need for new glasses.

A parallel idea is an insurance screening. With an insurance screening the Trevors would speak with members of a particular group, listen to their needs, and then suggest what programs might help them.

For example, armed with the proper information and the right forms, someone might qualify for a special program offered through Social Security. To give broad distribution to the idea, the Trevors wrote to a local newspaper editor.

Mr. Bill Collins
Metro Editor
The Daily Insight
2120 8th Street
Thumbston, NJ 02981

Dear Mr. Collins:

Although Thumbston is usually seen as a middle-class suburban community we have many local residents who qualify for a variety of special insurance programs because of age, income, or family size.

The problem is that the very people most likely to benefit from such programs are also the people least likely to know about them. We believe many readers would benefit if they were aware of such programs, and toward that end we are enclosing a chart showing six major programs, who qualifies, who to contact, and appropriate addresses and phone numbers.

For your records please note that we often make presentations on specialized insurance programs to community groups. We know from the questions asked that many people are simply unaware of the many benefits to which they are entitled.

We hope that this letter will be of interest and we look forward to speaking with you at your convenience.

Insurance screenings proved attractive not only because they have value to the individuals counseled, but also because screenings relate to an ongoing media issue -- insurance for the poor, the unemployed, and those without adequate Medigap coverage. To make certain insurance was an issue, the Trevors wrote individual letters to selected reporters inviting them to attend screenings and to speak with community leaders, physicians, and hospitals. They soon received coverage in the papers and invitations to appear on radio talk shows, all of which brought business to their door.

Another issue that brought them business was plain speaking. Half seriously, and half in jest, they developed a seminar entitled "Trevors Irreverent Guide to Insurance: Help for the Disconcerted, The Discomforted and The Perplexed." Filled with usable information, the seminar worked well with community groups, clubs, and professional societies.

Obtaining seminar dates was a fairly simple matter since there was no charge to sponsoring organizations. The Trevors made a list of groups they wanted to reach and then wrote to each organization's leader.

Dear Leader:

As you look ahead to the coming year you undoubtedly want to scheduled a series of top-flight programs for your members. Among the topics many groups now consider is insurance.

As you may know from our many media appearances, we have been able to translate complicated insurance jargon into basic terms anyone can understand. Our presentations are fun, informative, and consumer-friendly, and the questions and answer sessions which follow are always lively.

What may interest your members is that it is possible to reduce insurance bills today. It is possible to get more and better coverage by just knowing the right questions to ask. It is possible to get substantial tax benefits with the right insurance policies.

Whether you want a two-hour seminar or a luncheon program, we can supply a knowledgeable, non-commercial presentation that will be both entertaining and useful to your members.

Just call to schedule a date. There's no charge for our presentation, and since you're local, no expense for transportation or meals.

The Trevors used their seminar presentations to establish their name within the local community. Whenever they spoke they brought business cards for those who invariably came up to the platform after their remarks, but they made a point of never bring sales literature. They also made a point of writing a warm thank note after each engagement. Over time they found that they could give two to three presentations a month, each ultimately resulting in one or two new clients.

In many communities real estate brokers also act as insurance agents, often specializing (not surprisingly) in homeowner's coverage. Not all real estate brokers sell insurance, however, and the Trevors were able to identify many who did not.

The Trevors discovered that many real estate firms schedule regular Tuesday morning sessions which often include an outside speaker such as a mortgage loan officer. By contacting various brokers or managers, the Trevors were able to make group presentations at various real estate offices, often using much of the same material that was included in their general seminar program.

Evaluation

The Trevors originally wanted to generate enough new business to buy out their retiring father, but ultimately their media marketing program developed a somewhat different result. A surplus of business and a shortage of time meant they needed experienced help. Their Dad, coaxed out of retirement on a part-time basis, filled that need perfectly.

Peter G. Miller is an image, marketing, and public relations consultant whose clients include selected national corporations, associations, and web sites. Mr. Miller can be reached at peter@boardroomarts.com