MAM
US marketers cautiously optimistic, says DoubleClick survey
New York headquartered DoubleClick, which provides marketing tools for advertisers, direct marketers and web publishers, has released the results of its Marketing Spending Index, the first of a bi-annual survey designed to track trends and acceptance of both offline and online marketing tools.
The study that covered nearly 200 US marketing professionals shows marketers to be cautiously optimistic about the growth of their media budgets for the remainder of 2002. It also reveals that websites have already become a critical sales channel, and a larger proportion of respondents expect web sales to increase over the next 12 months than any other sales channel.
The study that also tracked the usage, spending and perceived effectiveness and revenue impact of various tools in the marketing mix found that while 23 per cent of respondents expect 2002 marketing budgets to decline from 2001 levels, 27 per cent expect them to stay the same and 50 per cent expect them to increase. Email budgets, in particular, are expected to increase, with 61 per cent of respondents expecting their email marketing budgets to grow over the next twelve months.
Relative to other forms of marketing, email (+17 per cent) and online marketing (+9 per cent), along with direct response TV (+18 per cent) and channel marketing (+15 per cent) are expected to see increases in budgets in 2002. Traditional media including TV (-1 per cent) print (-1.4 per cent) and radio (-2.3 per cent) are expected to see a small decrease in relative spending, while telemarketing (-7 per cent), direct mail (-7 per cent) and catalog marketing (-13 per cent) are expected to see the largest relative decline. Online advertising was cited as the third most commonly used form of advertising (54 per cent) behind print (86 per cent) and direct mail (58 per cent), and slightly ahead of TV (53 per cent), radio (47 per cent) and email (44 per cent).
Relative Growth/Decline of Marketing Budgets (per cent)
Direct response TV + 18
Email + 17
Channel marketing + 15
Online marketing + 9
TV – 1 Print – 1.4
Radio – 2.3
Telemarketing – 7
Direct mail – 7
Catalogue marketing – 13
According to the survey, websites account for 12 per cent of respondents’ sales, the third largest revenue source behind retail (30 per cent) and a direct sales force (28 per cent). Additional sales channels include resellers (11 per cent), telephone (nine per cent) and catalogs (seven per cent). In addition, three quarters of respondents (74 per cent) expect revenue generated online to further increase during the next 12 months, the study says.
Websites were also described as the second most pervasive sales channel with more than 55 per cent of respondents selling their products or services online. Almost 60 per cent use a direct sales force and 48 per cent use retail stores. Other channels include resellers (37 per cent), telephone (37 per cent) and catalogues (31 per cent).
The survey found that only 56 per cent of companies have tools in place for measuring the effectiveness of online advertising, while 60 per cent have tools for measuring email. 65 per cent of marketers have tools to measure their TV and promotions.
When you buy a health insurance policy, you usually focus on hospital bills and treatment costs. But serious illnesses don’t just affect your medical expenses: they disrupt your income, lifestyle and long-term plans. That’s where a Critical Illness Rider becomes relevant. It works as an additional layer of financial protection when you are diagnosed with a major illness.
Instead of reimbursing hospital bills, this rider offers a lump-sum payout you can use as needed. Understanding its mechanism helps you decide if your coverage is truly complete.
What is a Critical Illness Rider?
It is an add-on benefit attached to your existing health insurance policy. It provides a fixed lump sum amount if you are diagnosed with any illness listed under the rider. You become eligible for a payout solely on the basis of diagnosis, not by hospitalisation or treatment expenses.
Unlike regular coverage, you are not required to submit medical bills to claim this benefit. Once the diagnosed illness meets the policy definition and criteria, the insurer releases the amount. This makes it different from standard critical health insurance plans, which are standalone policies rather than add-ons.
How a Critical Illness Rider Works
When you opt for this rider, you choose a predefined sum assured. If you are diagnosed with a covered illness, the insurer pays the full amount in one lump sum. The payout can be used for treatment, recovery, income replacement, debt repayment, or even lifestyle adjustments.
Most riders specify a waiting period and a survival period. The waiting period means the illness must be diagnosed after a certain number of days from the policy start date. The survival period requires you to survive for a specific number of days after diagnosis for the claim to be valid.
Key Features of a Critical Illness Rider
Here are some of the key features of a critical illness rider:
Lump Sum Benefit
The most important feature is the lump sum payout. You are not restricted to medical usage. This flexibility allows you to handle non-medical costs that often arise during long-term illness.
Coverage for Major Illnesses
Critical Illness Riders usually cover life-altering conditions such as cancer, heart attack, stroke, kidney failure and major organ transplants. The exact list varies across insurers, so reviewing covered conditions is essential.
One-Time Claim Structure
In most cases, once a claim is paid, the rider terminates. This is because it is designed to address high-impact illnesses rather than recurring medical needs.
Affordable Premium
Since it is an add-on, the premium is lower than that of standalone critical health insurance plans. This makes it a cost-effective way to enhance your existing health insurance policy.
No Hospitalisation Requirement
You don’t need to be hospitalised to receive the benefit. Diagnosis alone is enough to avail the benefits. But ensure that all the policy conditions are met.
Income Protection Support
During critical illness, loss of income can be more damaging than medical bills. The rider helps bridge this gap by offering financial stability when you need it most.
Who Should Consider a Critical Illness Rider
If you have dependents, loans or limited savings, this rider adds meaningful protection. It is also relevant if your employer-provided health insurance policy focuses mainly on hospitalisation and lacks income replacement support.
Conclusion
A Critical Illness rider strengthens your health insurance policy by covering financial gaps that regular medical coverage often ignores. It gives you control, flexibility and immediate support during serious health events. Before choosing one, review the list of covered illnesses, waiting periods and claim conditions carefully. When structured correctly, this rider can protect not just your health expenses but also your financial stability during challenging times.
