Site Offers Insurance Program for Seniors

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Senior.com, Irvine, CA, is offering long-term care insurance on its Web site through a deal with John Hancock Life Insurance Co.


Users can apply for the insurance -- which helps pay for the cost of care provided by nursing homes, residential care facilities and assisted care facilities -- by filling out a six-question form on the site. John Hancock, Boston, will underwrite the insurance.


Senior.com is promoting the insurance through online targeted banner ads and offline direct marketing. The company earlier this month started a direct mail campaign to nearly 1 million seniors, said Martie Higgins, marketing communications director at Senior.com.


Senior.com developed its database of seniors through its alliances with both online and offline companies offering services for seniors, Higgins said. She would not reveal what companies have affiliated with Senior.com.


To handle consumer inquiries, Senior.com has a six-person call center and a toll-free number, Higgins said. Consumers can speak to Senior.com contact center agents from 8 a.m. to 7 p.m. in all time zones, and they also can e-mail agents to have questions answered.


Senior.com believes its promotional efforts will reach a total population of 4 million seniors.


"This partnership affords us the ability to reach the rapidly growing number of seniors now using the Internet," said Daniel Ouellette, vice president of retail long-term care product management at John Hancock.

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