Posted on: June 25, 2015 by Manchester Specialty
Manchester Specialty Programs, a national underwriting and program management firm, recently launched its new website, refreshed all of its communications, and fine-tuned its telemarketing and sales efforts to better convey its story and capabilities in insuring the home care, hospice and medical staffing industries. Manchester Specialty is one of the few offerings that can cover all the business insurance needs for the health care industry in a single program, supported by a very select group of top-tier carriers. Its portfolio of business insurance coverage includes: Professional Liability, Workers’ Compensation, General Liability/Package Policy, Non-Owned and Hired Auto, Excess, Directors’ & Officers’ Liability (D&O), Employment Practices Liability Insurance (EPLI), Cyber and Regulatory Audit (RAC) Insurance Coverage. Coverage is available on an “open brokerage” basis exclusively through licensed agents and brokers countrywide.
The principals of Manchester Specialty are longtime ProgramBusiness.com Storefront and Neilson Marketing Services clients. Neilson Marketing developed the new website, performs ongoing content marketing, conducts various email campaigns throughout the year and provides telemarketing services for Manchester Specialty.
ProgramBusiness.com spoke with Lynn Vallee, Vice President and Co-Principal, who joined Bill Thompson, President/CEO and Principal, in forming Manchester Specialty in 2009. Their goal was to continue their career focus of serving the health care industry with a solid reputation of responsibility and commitment to the space. Lynn has been involved in the agency, carrier and specialty programs sectors of the insurance marketplace for more than 25 years, with a background that includes expertise in program research and development, target account and association marketing, and national insurance program operations. She holds the Certified Property Casualty Underwriter (CPCU) professional designation.
“We’re known for partnering with outstanding carriers with great paper, and for our underwriting and industry sector expertise.” explained Lynn. “All the risks we review – whether we have program underwriting authority or we are working on a placement basis – are thoroughly underwritten, pre-matched and pre-selected so that when we go to a carrier with an account they know we’ve done the majority of the background work required to best fit the client’s profile with their product. Our carriers appreciate this, as they are not looking at a wholesale risk that’s been to multiple markets. Our broker network appreciates our underwriting knowledge and also the fact that we are not writing anything direct. We go out of our way to be fluent in what’s happening in the health care space including, for example, Medicare reform, regulatory audits, cyber threats, etc. – whatever may be relevant so that we respond as it relates to insurance protection. All of this detail needed to be much better conveyed in a narrative across our website and all of our marketing materials.”
Lynn explained that Manchester Specialty wanted to take its business to the next level and tell its story as a national player in a way that connects with brokers and prospective clients. “We’ve had a good, informational, brochure-type website since we first formed our new company in 2009, but knew we had to invest the resources to elevate our online presence in a way that earned our audience’s attention, while making it easy for them to have all the information they need at their disposal when making their insurance purchasing decision.”
Lynn also explained that the home care insurance industry in recent years has become crowded with new players having entered the medical professional liability space, underscoring the importance and need for Manchester Specialty to effectively convey its message of focused strength, expertise, underwriting experience, market relationships, broad product line, and commitment to brokers and insureds. “Medical professional liability was once a very specialized and unique coverage, and as our CEO likes to state, it’s been commoditized,” said Lynn. “We are looking to break through the clutter to reach people on their terms so that they see the benefits of working with us, including the commitment we have in this space, our selectivity in the markets with which we partner, our ability to attract A, A+, and A++ paper because of our extensive background spanning over 25+ year in insuring home health care, and the ease of doing business with us. Redoing our website to tell our complete story was one important way to accomplish this objective.”
The new Manchester Specialty website not only tells the company’s story in a compelling way, it also includes applications and marketing materials for easy access by brokers, in addition to third-party resources for clients. “Anytime we can engage in co-marketing with an industry peer, that’s a good thing,” said Lynn. “We invited highly reputable national associations, accrediting bodies and vendors in the home health care industry to be part of our site, with links directly to their sites. This certainly lends to our credibility with select nationally recognized organizations and helps drive traffic to all of the participating sites.”
The timing was also right for Manchester Specialty to redo its website to be mobile-friendly. “Mobile search has become so prevalent with an estimated 60% of all business consumers looking for product information and services on their mobile devices such as smartphones and tablets,” said Lynn. “We wanted to ensure that our site was mobile-friendly and in sync with Google’s protocols, which became effective this past April.”
When asked how the new site is performing since its launch in February, Lynn has nothing but high praise. “The new design and content of the site has made our credibility clear and tells our story well. When looking at the traffic reports on Google Analytics, we have seen the number of visitors, as well as page views, significantly increase. Visitors are spending an average of 2.41 minutes on the site, up from less than a minute, over the last five months,” noted Lynn.
“The new design and content of the site has made our credibility clear and tells our story well. When looking at the traffic reports on Google Analytics, we have seen the number of visitors, as well as page views, significantly increase. Visitors are spending an average of 2.41 minutes on the site, up from less than a minute, over the last five months.”
“In addition, with the new site and the way it’s designed with a contact form included on every page, we can use analytics to review a specific landing page and see how it’s working,” explained Lynn. “We know if the contact form was completed, what phone calls came in from the site, can connect the website leads to new broker and prospect contacts, and correlate to applications. We can also relate a specific email campaign conducted to drive traffic to the website to page views and results to see if it’s working, and if we have to change the message.”
To drive traffic to Manchester Specialty’s website for leads and new business, Lynn employs a well-rounded sales and methodical marketing strategy. “We have ongoing content generated by Neilson Marketing in the form of blog posts, optimized articles and social media, which drives traffic to the site. Additionally, we use Neilson Marketing’s telemarketing services working with them to drill down on SIC codes and constantly tweaking scripts for a consistent story. Once the telemarketing screening is completed and we have interest, including X-dates if possible, we follow up with a call directly from our CEO with more detail which reinforces our qualifications. We never write direct, which is of great importance to the broker and provides peace of mind to the client that he or she will remain with the same local representative when moving to our insurance program. Again, this is part of our story, which is reinforced in our telemarketing efforts and across all our communication.”
“…We never write direct, which is of great importance to the broker and provides peace of mind to the insured that he or she will remain with the same local representative when moving to our insurance program. Again, this is part of our story, which is reinforced in our telemarketing efforts and across all our communication.”
Manchester Specialty also uses ProgramBusiness.com to conduct national and regional email campaigns to brokers up to ten times per year to drive leads to its Storefront and website. In addition, Manchester Specialty has its own list to which it sends out an email an average of no more than once every three weeks. “We also use a local advertising and design firm to create some of our more emotion driven and fun advertising to get people’s attention.” Lynn explained that Manchester Specialty is also doing some online banner advertising on association sites and insurance listing sites that drives visits to its website, and they attend health care industry trade shows on a regular basis to put the “face” to the story.
“Telling Manchester Specialty’s story with a consistent message for us was important. That meant investing in our site and the quality of its content as well as in our collateral marketing – from email marketing to fliers and postcards to our telemarketing scripts. We feel like we have a great story to share on a national level and are we are proud of our tenure and success in the health care space and excellent relationships with our carriers and brokers.”
For more information about Manchester Specialty and its programs serving the health care industry, please contact Bill Thompson at 802-472-1500, ext. 101 or via email at firstname.lastname@example.org; or Lynn Vallee at 802-472-1500, ext. 102, or via email at email@example.com. You can also visit their new website.