I just read an article by one of my marketing gurus, Dan S Kennedy. If you don’t know him, you’re probably marketing poorly or at least ineffectively.
Anyhow, he did a take-off on an ad he saw by an “oat milk” product. Oat milk, like soy milk, isn’t milk at all. But it’s an arguably healthier product.
The ad in question essentially dissed people who didn’t like their milk, saying effectively “it’s your choice.” Dan like the in your face attitude of the ad.
So he wrote an ad that dissed Yelp as an example of how one might modify the story. I liked it, so I’m creating a blog post that builds on the same thing.
I’m talking in the post (maybe the ad) to the CFO of a company (or CEO or HR Manager) who takes the advice year after year of his traditional broker (most of whom are either ill-informed, lazy, or getting too rich off the current system to care enough about their client to do anything to really help them.)
I thought I’d share it with you.
If you are close-minded enough to make your decision about your health care plan based on the “guidance” of your traditional, LARGE, “name” Broker, you’re way too close-minded to be our client.
Traditional brokers are full of it. About 95% of brokers are “traditional brokers,” and their recommendations help them, not you. Traditional brokers
- Are too timid to suggest new ideas that can save you as much as one-third of your health care premium.
- Are too enriched by their current compensation scheme, in which their pay automatically goes up in lockstep with your premium.
- Are too dependent on the hidden compensation that isn’t reported on the 5500 DOL reports you see.
- Are too lazy to invest the time and effort to do the hard, grueling, counter-intuitive work of learning how the health care supply chain really works so that they can save you money.
- Are too greedy to tie any of their compensation into only getting paid when your costs go down.
Our >500 clients are smarter and more open minded than that. They were persuaded by:
- Proven, specific success strategies that have actually lowered health care costs for employers.
- Their willingness to at least explore seemingly contradictory statements like, “If you really want to lower health care costs, you need a richer, more beneficial plan, NOT a cheaper, more stingy plan.”
- Their insistence on making us “prove our point” by showing them specific strategies.
So, if you are considering strategies to reduce your health care costs, before you move ahead with anybody, especially your incumbent — who’s run you through the same Kabuki Theater for the last X years — let us send you our complete information kit, including our guidebook “The CFO’s Strategic EBITDA Maximization Guide.” No obligation. No salesperson will call. We’ll sent it to you and it will be entirely up to you whether to call us or not.
But please, don’t be another “Traditional Broker” victim