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Career Story: Marketing Specialist For An Insurance Company

Marketing Specialist For An Insurance Company

Job Title: Marketing Specialist

Type of Company: My company is a not-for-profit health insurance company.

Education: High School Diploma

Previous Experience: I started as a sales assistant at a health insurance company, worked my way up to account associate and learned marketing by working closely with the marketing manager

Job Tasks: I create direct mail and pre-sale collateral pieces which include enrollment forms, letters, summary of benefit books and tip cards that are mailed to prospects age 65 and over to get them to come to a free seminar to learn about and enroll in health insurance when they're eligible for Medicare. I write, edit and design brochures, and oversee the relationship with vendors we use. The product I work on is a federally-subsidized plan, so I work with the federal government regulations to ensure marketing compliance. I create newspaper ad's to invite prospects to seminars to learn about healthcare, create flyers and brochures to educate prospects about Medicare and Medicare health plans. I oversee the department budget and prepare invoices for payment, set up telephone lines for each marketing campaign, write sales presentations and telephone scripts for the call center. I also work with the database team to buy lists of potential prospects that fit the profile of our intended audience and ensure that the database is current and in compliance with the "do not call" list and other state mandates that apply. I also do a closed loop analysis and return-on-investment for each of my campaigns. This shows which campaign performed the best and which piece brought in the most members during an open enrollment period. I have also worked out in the sales field with the reps to listen to comments on the materials provided to them at the meetings. Focus groups are another thing we do to find out exactly what the population we are targeting is looking for in the product. These are very informative.

Best and Worst Parts of the Job: The best part of my job is being creative and having a sense of accomplishment. Also, each piece has a start and a finish. I also love the fact that I can put something that is hard to understand into simple terms and that then relieves the fears that some senior citizens have about health insurance.

The worst part of the job is getting approval for each piece from the federal government for marketing compliance. They allow 45 days to review each piece and it is not a quick turnaround.

Job Tips:
1. Pay attention to grammar in school and get a college education. I have had to struggle to get where I am, learning it on my own. If I could do it all over again I would get a marketing degree.

2. Learn everything thing you can about your target audience and the product you are promoting. You should also support the product you are promoting. If you don't love it, it shows in your work.

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