Opening new doors: profiling Michael Naumann

1. S Cuqrdion'
Thought Leadership: Sales Best Practices
Opening new doors: profiling Michael Naumann
ldentifying an opportunity
The Risk Redirect strategy is a powerful example of how our sales teams can help identify and develop a thought leadership
concept and bring itto market. Michael Naumann used his experience in the worksite business to highlight a problem that
many employers and brokers had not addressed - illegitimate workers' compensation claims and their connection to high
deductible health plans. He recognized Guardian had an opportunity to create its own story and re-position the value of
worksite insurance benefits as an employer risk management solution and broker cross-selling strategy.
Keys to success with the Risk Redirect approach:
'1. Positions Guardian's accident and disability products as a way for employers to mitigate their growing challenge with workers'
compensation fraud
2. Opensthe doorto newdistribution channels and sources ofrevenuefor Guardian and our benefits brokers byengaging with
P&C brokers, risk managers, the C-suite, and workers' compensation carriers
Creating a story and marketing program
Market interest in the concept was apparent from the beginning, so Michael partnered with Gene Lanzoni and Marketing to
develop an integrated thought leadership program to amplifythe message, which includes:
r PowerPoint presentation to help tell the story internally and externally, and for a broker/employer continuing education course
r Guardian proprietary research and publishing a report with an accompanying infographic (also using healthcare and workers'
compensation studies to supplement Guardian's research)
r Webinar series to promote the strategy with our sales teams and with brokers and employers
r Partnering with Guardian's PR team on byline articles and media interviewswith industrytrade publications
. . Digital marketing campaign with broker and client emails, social media posts, website landing page
r Meetings with voluntary benefits and P&C brokers/practice leaders to review.the Risk Redirect strategy, gauge interest, and
ultimately pitch Guardian's Accident and Disability products as solutions
Feedback and results
ln the short time since the release, market response has been very positive - including high engagement with our social
posts (making it one of the top topics in February/March) and strong attendance at brokerand client webinars,
Even more encouraging is the response from brokers. They're using it to drive more consultative conversations with their
clients. "The Risk Redirect strategy that Guardian has built has opened doors for several ofour agency partners and
paved the way for organic growthn" said Tye Elliott, EVP Voluntary Benefits, Acrisure.
While it's great that our brokers see wins, it is even better when their wins translate into Guardian wins. "We won a 1,500-
life restaurant group using this logic about a month ago. For what it's worth, we placed the business with
Guardian!" said Daniel Bryant, CEO, Bystra & Avocado.