In almost every industry, digital media has shifted power to the buyer.

Consumers today are able to research options, make comparisons, and purchase products and services online.  Genuine value and uncompromised trust are essential to the acquisition and retention of customers.

The insurance industry is no different. Modern marketing in this domain is obliged to adapt to this shift.

Offering genuine value to a customer prior to purchase is much more effective than either copywriting or a sales pitch.  Free trials or a freemium model (for example), afford insurance companies the opportunity to pique interest in the company, the brand and the product such that a customer will want to investigate further.

Offering a free software tool (for instance) evokes in the customer what is known as a ”Moment of Wonder.”

A Moment of Wonder occurs when a customer recognizes a benefit associated with your brand. Subsequent communication with the customer focuses on the benefits of the product.  This is a common technique in tech companies and increasingly across the business world.  It is all the more effective in an industry of parity products such as insurance.

Providing a complimentary state-of-the-art software tool that will facilitate a user’s day-to-day experience is an effective strategy for insurance companies invested in enhancing awareness of their brand and products.

When designing this experience with software, the following questions are critical:

• What will the Moment of Wonder be?
• How quickly can we create the Moment?
• Does the Moment of Wonder interest the customer to want to know more about the product?

T-Res and the OMSNIC Example

T-Res is our mobile-first electronic logbook for recording clinical and academic experiences for accreditation compliance, competency-based assessment, and enriched faculty-student communication.  With a mobile device or web browser, students and faculty can record and evaluate clinical and academic procedures and experiences on a continuing basis.

OMSNIC is the leading provider of professional liability insurance for oral and maxillofacial surgeons in the United States, insuring over 80% of eligible surgeons in the country.

Rebranded under the OMSNIC banner, T-Res displays a news page with OMSNIC content each time a user logs in.  As a special customization, we incorporated into T-Res OMSNIC’S virtual curriculum and reference material repository so students could have all their resources under one login.  The software is hosted and maintained by Resilience Software.

OMSNIC provided the T-Res surgical log at no cost to universities.  By the time residents became fully licensed doctors and needed to purchase medical malpractice insurance, OMSNIC was an indispensable part of their accreditation experience for several years and the most trusted option.

White Labelling Software vs. In-House Development

Three Advantages of White Labelling:

1. Capital Savings. White Labelling is a much more economical option than in-house software development.  After a brief consultation, we will provide you with a timely, detailed investment option that will demonstrate a clear advantage in utilizing our product.
2. Time Management. White Labelling allows you to devote all your time to selling your brand. We not only supply software tailored to your specific brand, but also provide maintenance, servicing, and instruction on a continuing basis.
3. Branding Facility. The software accommodates any and all features, logos and descriptive content associated with your brand.