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Facts and Figures Behind the Faces in Those Car Insurance Ads
Here's all you need to know about where State Farm is headed: The 89-year-old insurer founded by a retired farmer recently had rock band Weezer cut a version of its iconic "Like a Good Neighbor" jingle, originally written in 1971 by Barry Manilow. You can find it on their "State Farm Nation" Facebook page, launched late last year.
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Allstate, based in suburban Chicago, is moving full-speed ahead on its "Mayhem" campaign. "It's working. If you look at our quotes and our new business, it's way up," President-CEO Thomas Wilson said on a recent earnings call. Mayhem even has a cousin -- a character named "Mala Suerte" (bad luck) aimed at Hispanic consumers. And the insurer is still running ads with longtime pitchman Dennis Haysbert, who offers a trusted voice.
Geico, the category's biggest ad spender, is watching its competitors closely but "we think our approach ... will eventually win out," said CMO Ted Ward. That approach, in a nutshell, is positioning insurance as a commodity-like product where price trumps all. The company, based just outside Washington, runs multiple campaigns by Martin Agency -- with the gecko as the centerpiece to keep people's attention as it spreads a very simple message that "15 minutes can save you 15% or more."
Progressive, based in a Cleveland suburb, has made similar market gains, jumping from 4.7% in 1999 to 7.6% in third quarter 2010. Much of the credit goes to Flo. She is the star of the "Superstore" campaign, by agency-of-record Arnold Worldwide, Boston, which is meant to turn insurance into something "you can touch and feel," said Jeff Charney, chief marketing officer for Progressive.
Los Angles-based Farmers is seeking attention by going back to school. The "We Are Farmers" campaign, launched in September by Santa Monica, Calif., indie shop RPA, is set in a fictional university, modeled after the real-life University of Farmers employee-training program. A character named "Professor Burke" guides agents though over-the-top scenarios meant to sell the insurers multiple insurance lines, such as one ad showing a jet ski caught in a tree. The effort replaces the touchy-feely "True Stories" campaign by Farmers' former agency, Richards Group, which showcased real customers.
San Francisco-based Esurance launched in 1999 during the dot-com boom as an online play and is now working to broaden its message. The animated pink-haired "Erin Esurance" has been sidelined in favor of "The Saver," an actor who plays a customer-service agent who reminds consumers they can talk to "people when you want them." The campaign is by Duncan/Channon, San Francisco. "The internet-shopping population had moved very mass market ... we wanted to more appropriately direct our messaging," said CMO John Swigart.
Columbus, Ohio-based Nationwide Insurance has also introduced a character, a pitchman called the "The World's Greatest Spokesperson in the World," who in one ad stars alongside zookeeper Jack Hanna and three parrots. The spokesperson is "an icon that represents Nationwide and being an advocate for the consumer ... showing how we can help them in their everyday life," said Jennifer Hanley, senior VP-marketing for the insurer, which has 3,300 agents and 5,200 storefronts. Nationwide's agency is indie shop McKinney, Durham, N.C. The insurer spent $49 million in measured media on auto in the first 11 months of 2011, compared with $52.9 million for full year 2009, according to Kantar.
With so many light-hearted campaigns running, some insurers think the way to break through is to get serious. Liberty Mutual, of Boston, touts car-replacement coverage in an ad by Hill Holliday, Boston, where a car is rear-ended, shattered and then magically put back together as somber piano music plays. Consumers "want more than a chuckle when they see an ad," said Greg Gordon, senior VP-consumer marketing for the insurer, whose measured media spending on auto has jumped from $35 million in 2009 to nearly $50 million through November 2010, according to Kantar.
American Family Insurance, of Madison, Wis., is touting emergency roadside service in an ad where a young woman runs into car trouble only to be bailed out by a friendly tow-truck driver. The insurer and agency of record Ogilvy & Mather, Chicago, are prepping a new TV campaign set for debut in the spring that will be more "breakthrough," said Telisa Yancy, the insurer's director-advertising.
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BA Health Care Boudreau 5 BA Health Care Boudreau 4 BA Health Care Boudreau 3 BA Health Care Boudreau 2
Modesto Bee - - Nikki Boudreau working at the Cal State University, Stanislaus Planned Parenthood booth at CSUS, Monday afternoon. Boudreau is a 22-year-old CSUS student who has no health insurance. Boudreau hands out free condoms to Luis Fuentes and German Lopez. February 14, 2011
Imported goods and insurance
Nurses under RN HEALS get health insurance
BORONGAN, E. Samar - Feb. 21(PIA) To ensure the nurses' security, the Department of Health (DOH) in the province made enrolment to health insurance a priority for the nurses it recruited to the Registered Nurses for Health Enhancement Local Services (RN HEALS) Program.
According to Alexi Abellar, Department of Labor and Employment (DOLE) Provincial Head, the 170 nurses assigned to 23 municipalities in the province will be enrolled to the Philippine Health Insurance Corporation.
"We know that there are risks in this kind of job and we want to make sure we give the assistance necessary to help them," Abellar said in an interview with Radyo ng Bayan DYES-Borongan.
The DOH has shouldered the cost of the nurses' health insurance for the duration of the program.
Aside from this, the nurses will also receive an P8,000 allowance every month.
Angeline Norcio, one of the nurses in the program, expressed elation over the benefits the government agencies bundled for them in the program.
Maslog Mayor Septimio Santiago of Maslog town confirmed that if the nurses perform well, his Local Government Unit (LGU) is willing to add a reasonable amount to the allowance.
Vernard Pinanggay of PhilHealth said that the nurses can enjoy the benefits of their health insurance in three months.
The nurses were deployed to their assigned towns on February 14, 2011 after a two-day orientation.
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Health insurance becomes portable
IRDA in its new regulation says "Persons shifting from one region to other regions are many times put to disadvantage due to lack of insurers' office providing necessary policy servicing at the new location. Further, employees shifting from one organization to another organization many times lose health insurance cover due to lack of portability of the health insurance policies. It is essential to protect the policyholders against discontinuity and consequential loss of Pre Existing Diseases (PED) cover by making the health insurance plans portable across the insurance companies." The portability will ensure that the policyholder is not tied to one single insurer throughout his life for fear of losing the cover of PED. It will be implemented from 1 st July, this year. This means that come July, you can switch to any health insurer of your choice whenever you want. Almost all health insurance companies have a defined "waiting period" of 30 days before you start getting cover for the pre-existing diseases. In the current scenario if you change your health insurer you need to again spend the "waiting period" with the new insurer. Policyholders who have chronic illnesses like cataract, hysterectomy etc often face a waiting period of 2 to 3 years. You would be able to "carry forward" the credit gained for pre-existing conditions in terms of waiting period you enjoyed with previous insurance company, as per the new portability guidelines. For example if under a previous policy, the condition was excluded from coverage for two years and under a new plan with a different insurer the exclusion period for the same condition is three years, the new health insurance policy can only exclude the condition from coverage for one extra year
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have yet to take advantage of this option. Advocates in Silicon Valley fear the number may be high, and even one is too many.
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