Two brokers, one case study: copied marketing

“Hey, can I copy your homework?” “Sure, just change it a little bit so it doesn’t look like you copied it.”

Two unrelated brokers post nearly identical experiences only hours apart lambasting an unknown incumbent broker and raving about their results.

They each posted a case study:

Lives: 160 vs 165
Fully insured increase: 9% vs 8.9%
First year self funded projection: $1.23m vs $1.236m
Two year savings: $763,000 vs $763,000
PBM Savings: $94,000 vs $94,000

Same core message the end, almost verbatim but run through an LLM.

It is, of course, possible, that they both had the same experience and one posted it completely independently of the other six hours after the first.

It’s also possible that it never happened, or that one of them did it and the other copied it.

I know that the algorithm served them both to me in close enough order that the story jumped out at me and made me go look for the other one that was strikingly similar. I’m not the buyer for their services, but if I was I’d be curious about the coincidences here and it would raise doubts in my mind.

Anyway, moral of the story is do great work and be proud of it, tell the stories to help other people find the way, but always be authentic.