This fall, the state will spread the message about planning for LTC to over 1 million people between the ages of 40 and 65. Due to the pending crisis that will be caused by our aging population needing care, the state has decided to proactively address this problem with a three pronged initiative called Own Your Future. The first part of the initiative is the one that will impact all of us in the next few months. Building on successful Own Your Future campaigns implemented in 26 other states, Minnesota will be teaming with the federal government to send out a message that it is up to each of us to plan for our own future care, however it might occur.
To that end, in mid-September the state will begin sending out a mailing to the 1 million Minnesotans between the ages of 40 and 65. This mailing will include a letter from the Governor’s office raising the question of long term care planning, and prompting them to take action to learn more by requesting a free educational packet from the state. This awareness campaign will continue through the rest of the year.
What are the opportunities?
Past results show a very high response for this mailing. Almost 8 percent nationally requested the informational kit. So, looking at the proposed 1 million people that will receive a mailing this fall, about 80,000 will request more information. Even more startling, based on follow-up surveys, over 80% of these people read the information when they received it!
What does that 8% response rate mean? That means, for every 100 of your clients in that age range, 8 of them will be raising their hand for more information. It’s up to you to be ready to capitalize on that.
What is Newman Long Term Care doing to support this campaign?
Our Director of Marketing, Craig Roers, was named to the state’s Advisory Panel on this project. He is providing guidance on some of the marketing materials and methods they will be using. He has also volunteered to be a point person for the panel, to help communicate the Own Your Future timeline, message and opportunities to the insurance and financial communities. Things will be happening quickly over the summer, and with the campaign set to debut in mid-September, most of you need to start planning now to be able to best take advantage of this opportunity. Watch for communications from him as he will try to keep us all looped in on the developments as they happen. He has set up an informational page he will update at: www.OwnYourFutureMN.net
Next Steps: What should you do?
- Decide whether you are going to take advantage of this once in a lifetime opportunity
- Identify your clients between ages 40 & 65 who will likely receive this message
- Determine how you will communicate to these people your support of the campaign and that you are their trusted resource for long term care planning information. That way, when they start hearing about the campaign they will associate you with it.
- Finally, watch our newsletters for updates or visit www.OwnYourFutureMN.net to stay informed.