long term care insurance ad insert November 2013 Kiplingers

Los Angeles, CA, September 4, 2013:  A national long term care insurance awareness print ad campaign made possible by John Hancock Insurance and Mutual of Omaha Insurance Company will run during Long-Term Care Awareness Month (November).

“This will be our fifth national consumer ad campaign undertaken to heightened awareness,” explains Jesse Slome, executive director of the American Association for Long-Term Care Insurance (AALTCI).   The Association established Long Term Care Awareness Month in 2001 and has remained at the forefront of consumer and agent-oriented awareness efforts.

The new ad campaign will feature a special insert in the November edition of Kiplinger’s Personal Finance magazine.   The Association’s ‘Four Quick Tips on Long-Term Care Planning’ will run opposite ads from the two supporting insurers.  “These informational inserts have proven highly effective at addressing important concepts such as when to start planning and some of the overlooked options that can make insurance more affordable to those with limited budgets,” Slome notes.  “The informational inserts are only possible because of the commitment and support from leading insurers.”

The latest insert also addresses relevant facts such as the fact that insurers paid $6.6 billion in long-term care insurance benefit payments to 264,000 claimants in 2012.   “This is an opportunity to talk about the important role long-term care insurance already plays in the lives of so many families,” Slome adds.  “It’s a positive story that needs telling.”

The insert will appear in the November 2013 edition of Kiplinger’s Personal Finance magazine that is read by approximately 2 million adults with most between ages 50 and 65.   Supporting insurers have the option of making reprints available for use by agents and brokers.

Established in 1998, the American Association for Long-Term Care Insurance supports insurance and financial professionals who market all forms of long-term care protection and advocates for consumer planning.  Versions of prior consumer ad inserts can be access via the organization’s website at www.aaltci.org/guides.

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Access to the guide, the fourth available to consumers, is free of charge and no sign-in information is required to access the guides.  Click this link to read the four long term care insurance information guides from AALTCI.

The latest in the ongoing series of consumer awareness efforts produced by the American Association for Long term Care Insurance focuses on helping individuals between 40 and 60 understand the importance of initiating a plan.   The magazine insert, made possible by commitments from leading insurers Genworth Financial and John Hancock, was timed to coincide with November’s Long Term Care Awareness Month.

“Each of the Kiplinger’s consumer guides are designed to heighten awareness as well as specifically provide new and relevant planning information that will encourage more individuals to take action,” declares Jesse Slome, AALTCI’s executive director.  “The new guide recognizes that consumers today are increasingly budget conscious and addresses ways to take advantage of age and health to make this important protection affordable.”

The insert in the November issue of Kiplinger’s will reach some two million readers nationally.  “Buyers of long term care insurance are very defined at this point and a highly targeted marketing effort is both financially prudent and most likely to generate the greatest results,” Slome explains.   The median age for Kiplinger’s readers is 56 and nearly two-thirds (63%) of readers are men.  Over half of the magazine’s readers have a household income of over $100,000 and a median net worth of nearly $500,000.

An online version of the insert “Valuable Lessons on Long-Term Care Planning; Helpful Guidelines for 40-60 Year Olds” has been posted on the Association’s website at www.aaltci.org/guides.

The American Association for Long Term Care Insurance was established in 1998 to advocate for the importance of planning for long term care and to support insurance and financial professionals who market LTC insurance.  To learn more call the organization’s offices at (818) 597-3227 or visit the Association’s website.

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“Fresh Perspectives” will focus on practical long-term care planning strategies in the midst of a challenging economy.  According to Jesse Slome, AALTCI’s executive director: “Long-term care insurance policies have undergone significant enhancements during the past few years to attract younger, more budget-conscious consumers.  To heighten awareness of these new planning options, the new supplement will deliver information many consumers are not aware of including reasons to start their planning early. The ‘Fresh Perspectives’ approach is intended to also generate interest among those who may have previously chosen not to purchase insurance coverage.”

“This marks the third special long-term care planning cooperative effort between Kiplinger’s and the Association,” said Alex McKenna, publisher of Kiplinger’s Personal Finance.  “The most recent educational supplement from the AALTCI, which ran in our May 2011 issue, scored incredibly well in a survey of our readers.  Specifically, fifty percent (50%) of those who read it said that it either changed their thinking about long-term care or they took some kind of action as a result of reading it.  We expect the December supplement to have the same – if not greater – impact.  We are committed to educating consumers about this important issue and look forward to growing this effort with the AALTCI in 2012.” 

Full-page advertisements from John Hancock Life Insurance Company (U.S.A.) and The Prudential Insurance Company of America are running as part of the supplement, which will be included in the December issue of the publication.  The December issue will reach more than 2.5 million readers and will be available on newsstands on November 8. 

In addition, Kiplinger’s will promote long-term care awareness on the publication’s website, www.kiplinger.com.   The American Association for Long-Term Care Insurance has posted the two prior guides focusing on long term care insurance costs on the organization’s website.

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