www.3in4needmore.com is an exciting new campaign that is the long-term care insurance (LTCi) industry’s version of “got milk?”.  We hope it will be at least as popular.

The campaign’s purpose is to raise public awareness of the need for responsible long-term care planning…right away. The campaign urges people to get educated about the risks and costs of needing long-term care before it’s too late.

The name comes from a recent survey by Prudential Financial Inc. indicating that 74% of consumers ages 55 to 65 said they are concerned about needing some kind of long-term care. That’s about three in every four of us!

Consumer concern has not yet been translated into action in most cases. In the Prudential survey, 25% of all consumers admitted that they have no idea what a day in a nursing home costs. And only 22% of the participants mentioned the idea of using private LTC insurance to pay for care. (Prudential Financial Inc. Newark, N.J 2010 Long Term Care Cost Study)

According to www.longtermcare.gov, the National Clearinghouse for Long-Term Care Information created by the US Department of Health and Human Services, “…at least 70 percent of people over age 65 will require some long-term care services at some point in their lives. And, contrary to what many people believe, Medicare and private health insurance programs do not pay for the majority of long-term care services that most people need – help with personal care such as dressing or using the bathroom independently. Planning is essential for you to be able to get the care you might need.”