Product brochure

A leading public sector bank had arranged a product launch ceremony yesterday. My company also was cobranding the product and I was invited for the function.So far so good.While waiting for the formal launch, product brochure was given to us.I was startled at the tardy way in which the features of the product were highlighted.
Yes, ours is an insurance company, so we need to talk about eventualities which are not readily palatable.I agree, but then saying that the product takes care of the cost of transporting of the 'body' was carrying it a bit too far.Another feature was mentioned as 'benefit' for medical emergencies."Benefit" is a wrong word;nobody benefits by a medical emergency;insurance companies reimburse/compensate for the cost incurred in coping with such medical emergencies.
I remember when the concept of life insurance was taught by senior professors, they used to din it in our heads, that nobody can ever compensate loss of a human being; more so to their immediate family members; what insurance companies can do is to try to compensate the financial loss suffered due to untimely death.Their passion and clarity about the role of life insurance is still fresh in my memory after 28 years.
While so,the expression " benefit of medical emergencies" sends a jarring note and shows utter lack of sensitivity in handling a portfolio like life insurance and
health insurance.
Coming back to 'transporting the body", the marketing official who " cleverly" drafted this feature in the product launch brochure, needs to just pause and think, the purpose of these 'benefits' to the prospect.One needs to put only those features which will make a prospect look at your product a little more closely.Accident, yes they can envisage; loss of passport, loss or delay in baggage,health emergencies are eventualities they can relate and feel the need to provide for. But that you may die and your body needs to be transported to whatever place, is not something you consciously provide for.I dont deny that such a service is very much called for at such emergencies.But they can be charged for and even offered at such contingencies.One need not tout it as a selling proposition!!
Apart from condemning the entire industry as lacking in sensitivity, i would only add that they are very poor marketeers.They want to project the administrative details when they need to project only the selling propositions.Client facing needs to be well differentiated from back office functions.
Finally the market place will decide, who scores and who does'nt as far as being tuned in to the customers needs and sensitivities.