Question

The insurance company where you work is planning to raise all premiums for health-care coverage. Your boss has asked you to read a draft of her letter to customers annousing the new, higher rates. The first two paragraphs discuss some exciting medical advances and the expanded coverage offered by your company. Only in the final paragraph do customers learn that they will have to pay more for coverage starting next year. What are the ethical implications of this draft? What changes would you suggest (in detail), and why?

Answer 1

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The ethical interpretation found in the draft of my supervisor is about what I like to call "rolling in mirrors." The fact that my employer has purposely created a marketing mirage for consumers to concentrate on such exciting newly formed medical developments and extended coverage choices may be called astute in the supplier's eyes to exploit some justification to increase their coverage. Still, is this the right way to communicate their reporting boost message? I say, "No!" Why not be open to the consumer and properly educate them by stating facts (if they are facts indeed).

Why not express the desire of the company to combine various rates of coverage in order to give future consideration to their customers? If you are designing a strategy to ensure return on investment, why not offer your client options to "sell." Ultimately, if the customer is pleased with what they are getting due to confidence, then they are more likely to explore other future investment opportunities.

I would simply explain to them to consider things from the receiving end of the spectrum. I would ask them to consider their reaction to their car insurance company sending them a notice in the mail stating the company now offers exciting advanced and expanded vehicle coverage options, and at the beginning of next year, their premiums will be raised whether those options affect them or not. Then, within the next 6 or 7 seconds after conveying that message, I'd ask my boss to reconsider their message of smoke and mirrors, and deliver a message of care and transparency to the customer to ensure we are considered trustworthy to continue deserving their investment.