Oct 26 Nov 26 Nov LTC Awareness Medicare Gap Dec 26 Jan 27 Feb 27 Mar 27

February 2027 · DRAFT LTC Marketing

Underwriting 101

Campaign theme: “Behind the Curtain”
Hook: American Heart Month — heart conditions are a common underwriting question.
Campaign code: MKT-2702-UNDERWRITING-101 · UTM: mkt_2027_02_underwriting_101

Cross-site bridge: TDS February (Heart Disease); FD February (what Medicare covers).

Landing page: Free Family Care Plan Review: “Behind the Curtain: How Insurers Decide Who Gets Coverage”, built on the same structure as the November LTC Awareness Month page, with the site’s HubSpot Quote Request form and [Agent - Advisor Name]’s 12-second video. Approved and published Oct 9, 2026 at draftltcmarketing.com/long-term-care-insurance-underwriting/ (live version without the presenter video). Email, ad, and print QR links now point to it.

Release dates

Drafts due (approval)Fri, Jan 22, 2027
Print files dueMon, Jan 11, 2027
Blog releaseMon, Feb 1, 2027
Email sendTue, Feb 2, 2027
LinkedInTue, Feb 2, 2027
FacebookWed, Feb 3, 2027
InstagramThu, Feb 4, 2027
Reminder postsWed, Feb 17, 2027
Google Ads startMon, Feb 1, 2027
Google Ads endSun, Feb 28, 2027
Print in marketMon, Feb 1, 2027

Keywords, phrases & audience

Primary keyword

long-term care insurance underwriting

Secondary keywords

LTC insurance health questions
can I get long-term care insurance with health problems
LTC insurance declined
medications that disqualify long-term care insurance
hybrid LTC underwriting
simplified issue long-term care
LTC insurance medical exam
cognitive screening insurance

Long-tail phrases

what disqualifies you from long-term care insurance
can you get long-term care insurance with diabetes
how strict is long-term care insurance underwriting
what happens in a long-term care insurance phone interview
best long-term care insurance for pre-existing conditions

Negative keywords (Google Ads)

jobs
careers
agent license
insurance exam
free insurance
cheap
medicaid application form
lawsuit
complaints
login
underwriter jobs
underwriting course
mortgage underwriting

Social audience: Pre-retirees and retirees 50–72 (the main buying window for traditional and hybrid coverage), plus adult children 40–60 who influence a parent's decision. Meta: required Financial Products & Services Special Ad Category — no age/gender/ZIP targeting; Florida statewide, or 15-mile+ radius targets around Southwest Florida, Melbourne/Palm Bay, Orlando, and Tampa; broad interests (retirement planning, financial planning). LinkedIn: pre-retirees 55–65, business owners, HR/benefits leaders, CPAs and financial advisors (referral partners).
Google Ads audience: Search campaign, Florida first (licensed states only), expand nationally only where [Agent - Advisor Name] is appointed/licensed. High-intent insurance keywords; ad schedule 7am–8pm ET with call extension during office hours. Customer Match from HubSpot leads is allowed for insurance (non-health) messaging; keep condition terms out of ad copy.
This month: Applicants 50–70 with common health histories (blood pressure, cholesterol, diabetes, heart).

Blog

MKT | Feb 2027 | Underwriting 101 | “Behind the Curtain” | Blog · MKT-2702-UNDERWRITING-101-BLOG

Title

Underwriting 101: What Insurers Actually Look at When You Apply for LTC Coverage

Release

Mon, Feb 1, 2027

URL

https://draftltcmarketing.com/blog/underwriting-101-what-insurers-actually-look-at-when-you-apply-for-ltc-coverage/

Meta description

A behind-the-curtain look at how long-term care insurers evaluate health history, medications, and family history during underwriting. (134 chars)

Outline (H2s)

The application and phone interview
Medical records and prescriptions
Cognitive screening
Conditions that often decline
Choosing the right carrier

Converts to

https://draftltcmarketing.com/long-term-care-insurance-underwriting/

Facebook

MKT | Feb 2027 | Underwriting 101 | “Behind the Curtain” | Facebook · MKT-2702-UNDERWRITING-101-FB

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Post copy

Worried your health history will keep you from qualifying for long-term care coverage? Underwriting isn't a mystery. [Agent - Advisor Name] explains what insurers actually review — health history, medications, sometimes a short cognitive screen — and why carrier choice matters as much as the application. Read the guide or request a confidential pre-screen. Questions? Call (xxx)xxx-xxxx.

Hashtags (2–3, end of post)

#Underwriting #HeartHealth #DRAFTLTCMarketing

Link headline

What LTC Insurers Look at When You Apply

Tracked link

https://draftltcmarketing.com/blog/underwriting-101-what-insurers-actually-look-at-when-you-apply-for-ltc-coverage/?utm_source=facebook&utm_medium=social&utm_campaign=mkt_2027_02_underwriting_101&utm_content=fb_post

Instagram

MKT | Feb 2027 | Underwriting 101 | “Behind the Curtain” | Instagram · MKT-2702-UNDERWRITING-101-IG

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Caption

Health history. Medications. A short cognitive screen. What LTC insurers actually look at — and why choosing the right carrier matters. Link in bio. Questions? Call (xxx)xxx-xxxx.

Hashtags (end of caption or first comment)

#Underwriting #HeartHealth #InsuranceTips #LongTermCareInsurance #LongTermCare #RetirementPlanning #FinancialPlanning #AgingParents #PlanAhead #FloridaRetirement #DRAFTLTCMarketing

Link in bio (tracked)

https://draftltcmarketing.com/blog/underwriting-101-what-insurers-actually-look-at-when-you-apply-for-ltc-coverage/?utm_source=instagram&utm_medium=social&utm_campaign=mkt_2027_02_underwriting_101&utm_content=ig_bio_link

MKT | Feb 2027 | Underwriting 101 | “Behind the Curtain” | LinkedIn · MKT-2702-UNDERWRITING-101-LI

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Post copy

Advisors often hear: "I probably wouldn't qualify." Sometimes that's true — often it isn't, with the right carrier. Our Underwriting 101 article explains what long-term care insurers review (applications, records, prescriptions, cognitive screening) and how traditional, hybrid, and annuity-based products differ in underwriting. Clients can request a confidential pre-screen. Questions? Call (xxx)xxx-xxxx.

Hashtags (3–5, end of post)

#Underwriting #InsuranceIndustry #FinancialAdvisors #DRAFTLTCMarketing

Tracked link

https://draftltcmarketing.com/blog/underwriting-101-what-insurers-actually-look-at-when-you-apply-for-ltc-coverage/?utm_source=linkedin&utm_medium=social&utm_campaign=mkt_2027_02_underwriting_101&utm_content=li_post

Email campaign

MKT | Feb 2027 | Underwriting 101 | “Behind the Curtain” | Email · MKT-2702-UNDERWRITING-101-EM · send Tue, Feb 2, 2027

Behind the Curtain: LTC Underwriting

Many people assume their health history rules them out of long-term care coverage. Often, the real question is which carrier and which type of policy.

Our Underwriting 101 article explains what insurers review — applications, medical records, prescriptions, and sometimes a short cognitive screen — and how underwriting differs between traditional, hybrid, and annuity-based products. On February 15 we'll cover inflation protection riders.

Request a confidential pre-screen before you apply.

Prefer to talk it through? Call (xxx)xxx-xxxx.

Request a Confidential Pre-Screen

Also this month: Underwriting 101: What Insurers Actually Look at When You Apply for LTC Coverage

Subject line

"I probably wouldn't qualify." Are you sure?

Preview text

What LTC insurers actually look at when you apply.

CTA link (tracked)

https://draftltcmarketing.com/long-term-care-insurance-underwriting/?utm_source=hubspot&utm_medium=email&utm_campaign=mkt_2027_02_underwriting_101&utm_content=em_primary_cta

Download header 1200×520 (display at 600)

Google Ads

MKT | Feb 2027 | Underwriting 101 | “Behind the Curtain” | Google Ads · MKT-2702-UNDERWRITING-101-GADS · Feb 1 – Sun, Feb 28, 2027

Headlines (15)

LTC Insurance Underwriting26/30
Will I Qualify for LTC?23/30
LTC With Health Issues22/30
Declined for LTC Before?24/30
Confidential Pre-Screen23/30
Right Carrier Matters21/30
Hybrid LTC Underwriting23/30
Underwriting 10116/30
Licensed LTC Specialist23/30
Compare LTC Options Free24/30
Talk to [Agent - Advisor Name]25/30
45+ Years in Long-Term Care27/30
Not a Call Center17/30
Free Consumer Guides20/30
Request a Free Quote20/30

Descriptions (4)

What long-term care insurers actually review — and how to apply with the right carrier.87/90
Health history concerns? Request a confidential pre-screen from a licensed specialist.86/90
Traditional, hybrid, and annuity-based underwriting compared. Free guide.73/90
[Agent - Advisor Name], CLTC — 45+ years in long-term care. Not a call center.76/90

Ad group: Underwriting 101 — Core
Exact match: [long-term care insurance underwriting]
[LTC insurance health questions]
[can I get long-term care insurance with health problems]
[LTC insurance declined]
Phrase match: "medications that disqualify long-term care insurance"
"hybrid LTC underwriting"
"simplified issue long-term care"
"LTC insurance medical exam"
"cognitive screening insurance"
"what disqualifies you from long-term care insurance"
"can you get long-term care insurance with diabetes"
Sitelinks: Request a Free Quote
Free Consumer Guides
Cost of Care by State
Read This Month's Guide
Call asset: (xxx)xxx-xxxx (US, office hours)
Final URL: https://draftltcmarketing.com/long-term-care-insurance-underwriting/?utm_source=google&utm_medium=cpc&utm_campaign=mkt_2027_02_underwriting_101&utm_content=rsa

Image asset (square)

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Print ad with QR code

MKT | Feb 2027 | Underwriting 101 | “Behind the Curtain” | Print · MKT-2702-UNDERWRITING-101-PRT · 5.5″ × 8.5″ half page

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QR code

Headline

Think you wouldn't qualify? Let's find out.

Body

Long-term care underwriting varies by carrier and policy type. Request a confidential pre-screen before you apply.

QR call to action

Scan to request a confidential pre-screen

QR destination (tracked)

https://draftltcmarketing.com/long-term-care-insurance-underwriting/?utm_source=print&utm_medium=qr&utm_campaign=mkt_2027_02_underwriting_101&utm_content=print_qr

Opens the page named above with print tracking.