Marketing LTCI to Women Is Powerful
National Underwriter (Life and Health Financial Services Edition) (04/22/02) Vol. 28, No. 4 p.8; Anderson, Wilma G.

When couples are making decisions about long-term care insurance, the female of the pair is usually the decision maker, so those selling long-term care should know how to market to women. Women are more likely to outlive their spouses and are more realistic about how long they will live, but material sent to houses should be attractive to both genders and should be based on age, income, and ZIP code rather than gender. Networking is also useful, but sellers should listen when talking to prospects, and they should be gentle when taking medical histories. Older women are worried about poverty and want to know how to insure their risks.

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