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Addressing rising coverage gap, life insurance leaders look to marketing

Insurance Forums Staff

According to the 2022 Insurance Barometer Study, 106 million Americans believe they don’t have sufficient life insurance coverage, a 4% increase from 2021. Insurance marketing leaders will gather to deliberate on the best marketing strategies to engage consumers at the 2022 Marketing Conference, which will be held June 1-June 3, in Orlando, Florida, at the Loews Portofino Bay Hotel at Universal Studios Theme Park.

“How we communicate the value of life insurance to consumers — emphasizing its benefits, busting myths and reaching underserved markets — will go a long way in closing the life insurance coverage gap,” noted Tina Beckwith, chief marketing officer for LIMRA and LOMA. “The Marketing Conference will be a great opportunity for leaders to discuss effective communications that drive consumers to take action.”

Opening up the conference, Kelley Gay, senior vice president, and chief marketing officer for OneAmerica will discuss the power of connecting your company’s purpose with efforts around marketing, digital, communications, and brand experiences to deliver greater impact with customers.

Additional keynote speakers

  • Alice Norsworthy, president of global marketing for Universal Parks & Resorts, will share best practices about how her organization rose to the unprecedented challenge of COVID and continues to navigate through an evolving landscape as it successfully communicates, markets to and engages audiences.
  • Jennifer Golbeck, Ph.D. director of the Social Intelligence Lab for the University of Maryland, will discuss the strategic impacts of artificial intelligence technologies and a data-driven future.
  • Jeff Tobe, M.Ed., customer experience expert, and author, will share tips to help attendees better position their products from the customer’s perspective.

Additional concurrent sessions will cover reaching underserved consumer markets, customer advisory boards for marketing research, attracting talent to financial services, data analytics, artificial intelligence and marketing wellness benefits to clients.

The 2022 Marketing Conference will gather financial services professionals focused on marketing – including product, consumer, producer, digital, and strategy, as well as research and consumer insights, communications, advertising, and branding. The event will feature sessions that uncover what’s next for the industry, identify tomorrow’s potential, and break new ground.

For more information about the event, including registration and agenda, visit the 2022 LIMRA Marketing Conference.



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