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Aflac Marketing

To provide financial protection through innovative supplemental insurance by becoming the leading provider for 50 million people worldwide

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To provide financial protection through innovative supplemental insurance by becoming the leading provider for 50 million people worldwide

Strengths

  • BRAND: Iconic duck mascot with 94% brand recognition in US
  • DISTRIBUTION: Strong network of 60,000+ licensed agents
  • FINANCIALS: Solid balance sheet with $150B+ in assets
  • PRODUCTS: Specialized supplemental insurance portfolio
  • MARKET: Dominant position in Japan with 23.7% market share

Weaknesses

  • DIGITAL: Lagging digital customer experience vs competitors
  • DEMOGRAPHICS: Heavy reliance on aging customer segments
  • DIVERSIFICATION: Over-dependence on cancer insurance products
  • TECHNOLOGY: Legacy systems limiting agility and innovation
  • ENGAGEMENT: Below-industry-average customer retention rates

Opportunities

  • TELEMEDICINE: Partner with telehealth platforms for integration
  • WORKPLACE: Expand employer-sponsored voluntary benefits
  • MILLENNIALS: Develop products for underserved young markets
  • ANALYTICS: Leverage data insights for personalized offerings
  • WELLNESS: Create prevention-focused insurance packages

Threats

  • COMPETITION: Rising direct-to-consumer insurtech competitors
  • REGULATIONS: Changing healthcare policies impacting coverage
  • ECONOMY: Inflation pressures on premium affordability
  • PERCEPTION: Insurance seen as complex and low-value by Gen Z
  • DISTRIBUTION: Agent model disruption by digital platforms

Key Priorities

  • EXPERIENCE: Modernize digital customer journey end-to-end
  • SEGMENTS: Develop targeted products for younger demographics
  • ENGAGEMENT: Create data-driven customer retention programs
  • CHANNELS: Evolve distribution model for digital-first world
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To provide financial protection through innovative supplemental insurance by becoming the leading provider for 50 million people worldwide

DIGITAL REVOLUTION

Transform our digital experience to be industry-leading

  • PLATFORM: Launch new integrated customer portal with 99% uptime and +40 NPS by August 31
  • JOURNEY: Reduce digital policy application completion time from 22 to 8 minutes by June 15
  • MOBILE: Increase mobile app monthly active users by 35% through enhanced self-service features
  • EXPERIENCE: Implement AI chatbot achieving 80% first-contact resolution and 4.5/5 CSAT score
NEXT-GEN GROWTH

Capture younger market segments through innovation

  • PRODUCTS: Launch three new microinsurance products tailored for millennials with $4M in premiums
  • ACQUISITION: Increase 25-38 age demographic new policies by 25% through targeted campaigns
  • SOCIAL: Generate 150,000 qualified leads from TikTok and Instagram with 3.2% conversion rate
  • PARTNERSHIPS: Secure five strategic alliances with digital-native brands reaching Gen Z audiences
DATA MASTERY

Leverage data insights to drive personalized engagement

  • ANALYTICS: Deploy predictive churn model achieving 78% accuracy to proactively retain at-risk customers
  • PERSONALIZATION: Implement dynamic content system driving 22% lift in email engagement metrics
  • INTEGRATION: Create unified customer data platform connecting all 7 departmental data sources
  • INSIGHTS: Develop executive dashboard tracking 12 key marketing performance indicators in real-time
CHANNEL EVOLUTION

Modernize our distribution approach for the digital age

  • AGENTS: Launch digital enablement platform with 85% agent adoption and 30% productivity increase
  • DIRECT: Grow direct-to-consumer digital sales channel to represent 18% of new policy revenue
  • OMNICHANNEL: Implement seamless hand-off between online and agent channels with 95% satisfaction
  • MARKETPLACE: Establish presence on 3 digital insurance marketplaces generating 12,000 leads monthly
METRICS
  • Customer acquisition growth: 15% YoY
  • Digital channel revenue: $420M
  • Marketing ROI: 5.8:1
VALUES
  • Customer-Centric Innovation
  • Integrity and Trust
  • Compassionate Service
  • Operational Excellence
  • Community Impact
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Align the learnings

Aflac Marketing Retrospective

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To provide financial protection through innovative supplemental insurance by becoming the leading provider for 50 million people worldwide

What Went Well

  • FINANCIALS: Q1 premium income exceeded targets by 7% across markets
  • PRODUCT: New dental insurance line achieved 145% of launch sales goal
  • PARTNERSHIPS: Strategic alliance with three major hospital groups signed
  • EFFICIENCY: Claims processing time reduced by 28% through automation
  • DIGITAL: Mobile app engagement up 34% following UI/UX redesign launch

Not So Well

  • ACQUISITION: New customer growth in 25-35 demographic missed by 12%
  • CAMPAIGNS: Digital advertising ROI declined 8% vs previous quarter
  • RETENTION: Policy renewals in small business segment down 5% YoY
  • SOCIAL: Brand sentiment scores decreased following premium increases
  • CONTENT: Website visit-to-quote conversion rate dropped 3 percentage pts

Learnings

  • MESSAGING: Value proposition resonates stronger with benefits vs features
  • CHANNELS: Social media outperforms search for younger demographic reach
  • JOURNEY: 68% of abandoned applications occur at the health quiz section
  • SEGMENTS: High-income professionals show 2.5x response to video content
  • TESTING: A/B experiments need longer duration for statistical confidence

Action Items

  • PLATFORM: Launch integrated marketing automation system by end of Q3
  • CONTENT: Develop educational video series targeting millennial concerns
  • ANALYTICS: Implement advanced attribution modeling for marketing spend
  • TRAINING: Upskill marketing team on data visualization and storytelling
  • ALIGNMENT: Create cross-functional customer experience task force
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To provide financial protection through innovative supplemental insurance by becoming the leading provider for 50 million people worldwide

Strengths

  • DATA: Vast repository of claims and customer behavior data
  • AUTOMATION: Successful implementation of RPA for claims
  • LEADERSHIP: Forward-thinking digital transformation team
  • INVESTMENT: Dedicated $25M annual AI innovation budget
  • FOUNDATION: Strong cybersecurity and data privacy protocols

Weaknesses

  • SILOS: Fragmented data across operational departments
  • TALENT: Limited AI/ML specialized talent within marketing
  • ADOPTION: Slow internal uptake of AI-powered tools
  • INFRASTRUCTURE: Technical debt limiting AI implementation
  • MEASUREMENT: Insufficient AI ROI tracking frameworks

Opportunities

  • PERSONALIZATION: Hyper-targeted marketing via predictive AI
  • SUPPORT: AI chatbots to improve customer service efficiency
  • ANALYTICS: Predict customer needs before they recognize them
  • OPTIMIZATION: Dynamic pricing models through machine learning
  • PREVENTION: AI-powered early risk detection for policyholders

Threats

  • PRIVACY: Evolving regulations limiting data usage
  • COMPETITION: Insurtech startups with native AI capabilities
  • PERCEPTION: Customer skepticism about AI in financial services
  • BIAS: Risk of algorithmic bias in underwriting decisions
  • SECURITY: Increased vulnerability to sophisticated threats

Key Priorities

  • INTEGRATION: Create unified data platform across departments
  • EXPERIENCE: Build AI-powered personalized customer journeys
  • MARKETING: Deploy predictive analytics for targeted campaigns
  • EDUCATION: Develop organization-wide AI literacy program