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P+P: How was this a profitable promotion for your company?
JM: The white paper accomplished several goals: It educated our current dealers about the change and helped them gear up for the opportunity. It positioned our company as the expert on health insurance claim forms. In addition, we received several leads because we offered the white paper as an incentive in our print ads. Once the new form is released, our current dealers have the information they need to start selling. And we have new prospects adding the product line.
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Elise Hacking Carr
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Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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