Oxford, Massachusetts-based Em-Power Services, Inc. had two unique challenges.

First, the relationship that they have with their clients has always been very personal, as long term care insurance can be a difficult topic for many people to discuss. Their staff have great success explaining the benefits of long term care insurance in person, as they're able to leverage true stories and personal references to provide a context for the conversation. The tendency in the industry can sometimes be to 'scare' people into buying policies, citing frightening statistics and tragic stories; Em-Power Services prefers to emphasize the importance of coverage, but avoid overwhelming figures and projections. As a result, their clients trust and find comfort in the fact that Em-Power Services provides them this security.

Our team was challenged with the question of how to convey this personal, comfortable approach via the sometimes seemingly impersonal, 'mechanical' internet.

Additionally, the sale of long term care insurance is a dynamic one. When speaking with a senior adult, the conversation is very different from speaking with a young professional in her 20's. The likelihood of needing the insurance is drastically different, and the likely understanding of long term care insurance also differs.

Our team was further challenged with the question of how to create a dynamic experience via the web, for the wide range of potential clients who would be researching the offerings of Em-Power Services.

We first met with Em-Power Services' senior leadership and sales team during our discovery phase, to try and grasp what the usual in-person conversation entailed. We studied the tone, language, and stories, paying careful attention to how demographics affected the discussion. Our resulting strategy was to create an interactive tutorial microsite that would launch from Em-Power Services' company website. The tool would feature integrated video of an actress greeting the visitor and educating him/her on long term care insurance - why it's important at any age, how it works, and how Em-Power Services can help. In the middle of the tutorial, some basic questions are asked, and the remainder of the presentation is customized to the answers provided by the user (age, health status, marital status, etc.). Essentially, the microsite is a virtual version of the Em-Power Services in-person conversation.

We planned, designed, developed, and launched the Em-Power Services Tutorial, complete with a CMS (content management system) that allows Em-Power Services to personalize the presentation to a potential group client (ie a university or corporation). We managed everything from the hiring of the actress to the scripting, filming, video editing, and integration with the website. We also redesigned and re-launched the company website itself.

AND THE RESULTS...
Em-Power Services has seen great success with the new tool, presenting it to all of their brokers as an invaluable asset for the sales process. They went on to have our team build new data mining applications and launch a search marketing campaign to promote the tutorial to individuals seeking long term care insurance.

Brand/Client: EmPower LTCI
Industry: Financial / Insurance
Location: Boston, MA
Scope: Flash Tutorial Strategy, Design, Development
Time Period: 3 Months
View Live Website: www.EmPowerLTCI.com