Something to Build On
Fringe Benefit Group, an insurance company that covers less-than-full-time employees, is sending agents and brokers a branding/lead-generation mailing for its newly renamed Framework Health Plan.
“The name Framework really appealed to us because we’re offering a framework of benefits from which companies can build their health plan,” says executive vice president Brian Robertson.
“We’ve been providing and administering limited medical plans for 20 years and it was time for a new look and name that more closely relates to how we help people.”
In April, the Austin, TX firm began sending approximately 5,000 prospects and 1,000 existing customers letters promoting the policies. Targets run the gamut from small businesses to large corporations that employ hourly and part-time workers.
“We’re doing a direct mailing to several different databases,” Robertson says. “One is our own, and we’ve got some agent databases.” Among them are membership lists from various groups and the Judy Diamond Associates database, which identifies agents that specialize in employee benefit plans.
The mailings use the headline “You’ve Got America Covered.” The copy notes that Framework offers plan elements from several so-called A-rated carriers and gives brokers an opportunity to build business for limited medical coverage.
Brokers also are invited to log on to www.frameworkhealthplan.com, where they can register to receive more information, or to call Fringe Benefit Group’s offices. On the Web site, agents can check out sample plans and benefit options, request quotes, and review products that are available in their territories.
“We will provide more detailed information about what the product actually looks and feels like, and get into a detailed conversation on the phone with them,” Robertson says.
After prospects have called or registered on the site and downloaded information, Fringe follows up with phone calls and postcards. Generally, deals with agents and brokers can be closed over the phone since limited medical plans aren’t as complicated as others might be.
But, “if need be, we’ll get on a plane and visit a broker based on the business opportunity that’s there,” Robertson adds. Such deals usually close within three to nine months.
Robertson expects the campaign to run throughout the year: “We’re going to have to continually touch the employee benefits producers to stay in front of them.”
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