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A year later the company's headquarters moved from a modest collection of houses into the new story American Family Center. During the s a number of companies, seeing AFLAC's success, introduced cancer policies of their own. By the end of the decade there were about insurers selling cancer coverage. AFLAC, however, handily controlled the market, having sold about 60 percent of all cancer policies. The company, in fact, claimed to be the world's fastest-growing insurance company. When Chairman John Amos visited Japan in , he was convinced that it would be an excellent market for his cancer care policies.
The Japanese industry, however, was well entrenched, and foreign companies found it virtually impossible to get licensing. Amos was not deterred and quickly formulated a plan to gain acceptance for his company's product in Japan. Part of AFLAC's success came from the fact that it offered a product that was not yet available from Japanese insurers, at a time when cancer awareness was expanding.
Another factor was AFLAC's decision to employ retired workers as its agents, a move that impressed both former coworkers--potential policyholders--and the Ministry of Finance. In addition, Amos's choice of company officers was truly inspired: it included many luminaries of the Japanese insurance industry.
Furthermore, these executives enlisted the support of the medical community even before AFLAC applied for its license.
Once AFLAC received permission to sell its product, it further moved to insure its own success by signing up large Japanese industrial and financial groups as agents, a variation on the cluster-selling theme. AFLAC paid commissions to the companies, which made the presentations themselves.
Huge conglomerates including the Mitsui and Mitsubishi groups and the Dai-Ichi Kangyo and Sanwa banks tapped thousands of their own employees before having to search for customers.
The plan was an unprecedented success. Japanese consumers had the money to buy coverage, meticulously paid their premiums, and had a very high rate of policy renewal.
Just as AFLAC's cancer insurance began taking off in Japan, the cancer insurance industry came under close scrutiny from a number of consumer groups in the United States. Two congressional committees investigated the product.
The major complaints were that cancer insurance had limited value because it did not cover the entire cost of the disease and that the companies selling it, including AFLAC, used hard-sell tactics that exploited fear of cancer, particularly in elderly people.
John Amos was characteristically aggressive in defense of his company and its product. A similar lawsuit was filed against Changing Times magazine several months later. A Senate aide described the scene to Barron's July 28, : 'Amos sat with an attorney on each side of him and four corporate vice-presidents behind. There were public relations people handing out press kits by the door. They brought their own easels to display a bunch of charts. The hearing room was packed with sales agents and satisfied policyholders from every state.
There was applause and cheers from the audience at every statement Amos made, and groans every time [Senator] Metzenbaum spoke.
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