As a ‘business to business’ market, Group Risk insurers, as a generalisation, tend to focus on employer, rather than employee, communications. Whilst there are personal interactions, it is limited to areas such as a limited amount of medical underwriting or claims and so there is little visibility in consumer media to promote the existence of these benefits or the support services that the insurers provide. This means that employers need to communicate to employees proactively to promote the positive messages and to maximise the benefits spend which in turn will enhance their ability to retain and gain the best talent.
Paul Avis, Group Marketing Director at Canada Life, explained the issue to us in more detail. “We have a raft of communications materials talking about not only the financial benefits, but sometimes viewed as more importantly, the support services that we offer.
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