The Implication of Insurance Fraud (10)

Implications of social marketing to the social management of insurance fraud

Post By: Insurance Top Stories

Social marketing strategies and tactics, if well-conceived and adequately funded, present an opportunity first to unite an otherwise only loosely connected set of social actors by providing a common goal. Secondly, the evidence suggests that social marketing campaigns can contribute to the reduction of problematic behaviors as well as the adoption of socially desirable actions. An integrated effort is required if success is to be achieved.

Undertaking such an effort on an industry basis would not necessarily “relieve” any individual firm from continuing its current programming; indeed, it may be a challenge all to coordinate messaging so that consumers were not confused by differing voices or demands. Brand messaging relies heavily upon a single positioning strategy, itself including typically one message platform. An industry-wide social marketing campaign may offer one effective counter-tool that as yet has been eschewed by the industry, that being a uniform communication strategy to manage the moral hazard.

Insurance Fraud

That it seems is in everyone’s interest. Zalma’s (2008) characterization of the problem, while dramatic, may well underscore the need for social re-orientation:

Nothing will happen until the public and public servants are convinced it is a serious problem. Ask your local prosecutor what they would do if a gang was robbing American banks on a daily basis of $100 billion every year.

The objective, of course, of any social marketing campaign may ultimately be to establish the level of shared responsibility at the societal level – to establish an express standard – which all of the system actors can recognize as appropriate to their role and position..