AMA Insurance
Challenge
Open a new conversation with U.S. physicians about insurance by examining their financial preparedness for a secure retirement, the doctors’ #1 personal financial goal.
Action
LightForce Marketing proposed and conducted proprietary Financial Preparedness research designed to understand the attitudes and corresponding behaviors of physicians related to personal financial issues and insurance. Nearly 10,000 physicians, residents, and students responded.
Physicians expressed early interest and thousands shared candid advice to their younger constituents.
Email open rates nearing 60% drove physicians to the website who spent more than 5 minutes engaging with the Report content resulting in positive feedback from the doctors, the physician publications.
Over 7 years and with a series of timely educational Reports by physician segment (Age, Women, Resident, Retired, Med Student), we invited physicians to compare themselves to physicians in their age group, and learn more about their own financial situation, insurance, attitudes and behaviors through the reports.
The effort culminated in the inaugural Physicians Financial Summit, a physician-focused premium event to build their financial intelligence.
Tactics
Advertising, video, media relations, social media, blogs, infographics, podcasts, email, white papers, advertorials, webinars, presentations, exclusive Physicians Financial Summit 2-day event
Results
Client built a proprietary trove of knowledge about their customers they leveraged throughout the business; new products and services were added to address physician needs; outstanding feedback was received from physicians who attended the webinar and the Physicians Financial Summit inaugural event in Orlando; young residents and students engaged in the content at an even greater rate; and it solidly positioned AMAI as trusted source for credible information for U.S. physicians beyond insurance.
The campaign won LightForce and AMAI the coveted “Best of PIMA” at the Professional Insurance Marketing Association’s Awards in 2014.
Client
AMA Insurance
Services
Marketing Strategy, Branding, Design, Research-Led Content
Year
2010-2018