Marketing the Lasso MSA: Radio Scripts, Ads, Mailers, and More

Lasso Healthcare has done a tremendous job with supplying plenty of MSA marketing materials for agents to use. These are all CMS-approved.

If you’re brand new to the concept of the Lasso MSA, you can learn all of the details by reading What Is the New Lasso Medical Savings Account (MSA)?

As a contracted agent, you have access to lead-generating materials as well as materials you can use with existing clients.

We'll go over the following Lasso MSA marketing materials:

  1. Newspaper ads (full and half-page)
  2. Mailers/business-reply cards
  3. Radio ad scripts (15 and 30-second spots)
  4. Client leave-behind flyer

We'll also cover an important note about marketing compliance.

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Lasso MSA Newspaper Ads

Lasso Healthcare has provided us with two newspaper ads: a full-page ad and a half-page ad.

Both ads contain nearly the same content:

  • Lasso branded-image
  • Simple explanation of what the MSA is
  • Focus on financial growth opportunity, no networks, $0 premium, and tax-free benefits
  • A dedicated place for all of your contact information

The full-page ad is more spaced out, which gives the ad a good amount of breathing room. It’s generally easier to take in a full-page ad, because there’s not as much text crammed together. You also have the advantage of taking up more room, which will undoubtedly get more eyes.

The obvious downside to the full-page ad is that it’s going to be much more expensive.

However, the half-page ad sends the same message, and it’s going to cost you a lot less.

2019 Lasso Half-page Newspaper Ad

Half-page-Lasso-newspaper-ad

The cost of a newspaper ad is going to depend heavily on where you live and how popular the newspaper is. Even in the same city, two different papers can have tremendously different costs.

The way newspapers ads work is that you’ll likely pay for your ad to run over a number of weeks. For example, you might pay for your ad to have a 7 or 14-week run. The longer you book, the cheaper it is in the long run (generally).

As an example, one of the less expensive newspapers here in Decatur charges $336 for a half-page ad and $672 for a full-page ad. However, they offer a discount with a 13-week contract. 

Newspapers might not be as popular as they used to be, but they’re still a particularly great way to reach the senior population. Get in touch with your local papers to get an idea of what the investment might look like for you.

You can always ask if there’s a “trial run” where you can run your ad for a couple weeks to test the waters. However, keep in mind that the more an individual is exposed to an ad, the more likely they are to take action. It’s fairly uncommon for someone to take action the very first time they see an advertisement.

Lasso MSA Mailers and Business-Reply Cards

For agents that are accustomed to sending promotional materials via postal mail, these mailers are going to be a turn-key solution for you.

The mailers provided by Lasso include the basics of what the MSA is as well as the main benefits of having it. Replies will have:

  • Name
  • Address
  • Phone Number
  • Email

By returning that card, you the agent now have permission to contact them and talk about the Lasso MSA.

Lasso has provided both full-color mailers as well as a black and white option.

One of the 2019 Lasso Full-Color Mailers

Full-Color-Lasso-MSA-Mailer

If you aren’t sure how to send these mailers (or who to send them to), we work with a company called LeadConcepts. They already have all of the files for the Lasso mailers/business-reply cards.

Any replies get sent to LeadConcepts, and they are forwarded on to you.

Steve Weir at LeadConcepts has told us that there are already several orders out targeting ages 65-74 years old with household incomes between $30,000 and $100,000 annually. The current pricing is between $460/m and $590/m depending on which mailer you choose (color costs more).

You can order your mailers here, and you'll be able to enter:

  • The quantity you want to send
  • Income range
  • Age range
  • Zip codes you'd like to mail to

Lasso MSA Radio Ad Scripts

CMS has approved two radio scripts that you’re free to use in your marketing efforts. These are scripted by New Horizons.

It's important that you don't change any of the words in the script for this to remain CMS-compliant.

The scripts are 15 and 30 seconds long. Simply customize the ad with your phone number, and you're ready to go!

Here is the 15-second script:

“Are you Medicare eligible? Receive yearly deposits into your medical savings account every year with the new Lasso MSA. Learn more about this $0 premium plan with high-deductible health coverage and no provider networks by calling XXX-XXX-XXXX.”

And here is the 30-second script:

“Are you Medicare eligible? Gain more control over your healthcare with the Lasso Healthcare MSA. Our $0 premium plan combines high-deductible health coverage with a special medical savings account. We deposit money into your account, and you decide what healthcare services to spend it on. There are no provider networks, and once you reach your plan deductible, we pay 100% of your Medicare-covered expenses. It’s Medicare, well spent. Call XXX-XXX-XXXX today to learn more.”

You can download a copy of these scripts here.

If you’re interested in trying these out, get in touch with a few local radio stations. They will guide you by explaining how much it costs for which time slots, and they’ll also help you get a voiceover for the scripts.

Lasso 2019 Client Leave Behinds

Client leave-behinds can come in handy if you’ve talked about the Lasso product but the individual isn’t ready to commit yet.

The 2019 Client Leave Behind is very consumer-friendly as it explains plainly how the MSA works.

The client will understand:

  1. The deductible
  2. The deposit
  3. What they’d be responsible for
  4. How to use those MSA funds

You have the option to check off which region you’re in (which will determine your client’s deductible), and you can also customize the leave behind with your contact information.

Part of the 2019 Lasso Client Leave-Behind

2019-Lasso-Client-Leave-Behind

If you have the capacity to add your own contact information, you can do it on your own computer.

If you do not have the capacity, Jason Ferguson can add it for you.

Marketing Compliance

This is very important – if you end up customizing any of these marketing pieces, please send a copy of that to us here at New Horizons. We will then send these to Lasso so that it’s on file.

This is just an extra step we all have to take in order to remain compliant.

If you’re not yet contracted to sell the Lasso MSA product, don’t wait any longer! You can hear all about some early agent success stories by listening to one of our Lasso MSA Roundtables.

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