….The need for speed.” That’s not only the oft quoted line from the 1980’s film “classic” Top Gun, it also applies to anyone who has been engaged in the business of attempting to sell life and health insurance products online for the past ten years.
We want everything faster: faster underwriting, faster policy issuance, faster product development. Yep, we want everything to happen faster but most of all we want faster marketing compliance reviews.
I know what you’re thinking: “An insurance direct marketer wants to get creative through compliance faster? Wow that’s news (o.k. you may only be thinking about things that way if you come from New York, the home of sarcasm).” I will admit I’ve always wanted to shave time of the compliance review life cycle but now this want has become a need.
It is a marketing fact that social media content can drive natural search results, but it ain’t easy. Successful practitioners of this art know that the key to that success is the constant development and deployment new relevant content. That means that you’ve got to be writing all the time and compliance has got to be reviewing all the time. New social media opportunities are constantly springing up as well. These opportunities have to be vetted (in every insurance venue I’ve ever worked in) and compliance has to be ready to evaluate the creative that supports them and fast. What’s relevant today in this time of the 24/7 news cycle may not be relevant three weeks from now.
It’s time that the Insurance industry expanded the compliance review model from one that does a great job of supporting media that has a fixed production schedule with long lead times (read direct mail, print advertising and DRTV) and moved toward one that can also be responsive to the needs of the new media marketer. It will do nothing but create more premium dollars. And besides Maverick would have wanted it that way.
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