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Positioning new MetLife product in a positive light
Padilla Speer Beardsley helped Metlife focus on the positive when the insurer launched a new critical-illness product. Similar "cancer insurance" coverage had been sold on fear, so some consumers and many in the media viewed it negatively.
Working closely with MetLife, Padilla shifted away from scare-messaging and instead emphasized the need for a new "financial safety net." The case for coverage was built on disease data from sources such as the American Cancer Society and the American Heart Association.
Positioning the product as "insurance for living," Padilla developed key themes that were incorporated into sales calls, media pitches and press releases. In addition, Padilla's research practice worked with MetLife to conduct a survey that found most Americans were not prepared for the financial impact of a major illness, even with traditional health and disability coverage.
The campaign resulted in a messaging platform for the whole company and positive media placements in the Wall Street Journal, the Associated Press and Reuters, as well as in key trade publications such as Financial Planning magazine, HR News and Employee Benefit News.
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