New Policy Sales ― Insured By Direct Response

摘要

"My job is to grow a profitable line of health insurance. How do I get people in the door and take them from a generated lead to a profitable sale?" asks Bob Doyle, Toronto-based Manulife Finandal's director, strategic marketing, Affinity Markets. "DRTV is — overwhelmingly — our biggest source of leads turned into Flexcare policies." Doyle's segment of the company's Canadian division, Affinity Markets-Retail and Direct, is direct-to-consumer marketing, and for three years — as the Flexcare individual health and dental insurance product moved through a pair of buyouts (it was started by Liberty Health, which was purchased by Maritime Life, which was then purchased by Manulife Financial in 2004) — Doyle has used direct response television, to build the brand and generate sales.