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In February, Prudential published the results of a survey that suggested a staggering number of people had been victims of declined claims. The market reacted strongly against the publication of such statistics, brandishing them "scaremongering". Was this a clever move on Prudential's part and what should the provider do in response to the market's reaction?

Peter Le Beau, Le Beau VisageMarket viewsArsenal fans may remember, several years ago, Lee Dixon chipping in a thirty-yard shot straight from the kick-off, which gave the goalkeeper no chance. All would have been well had it not been his own goalkeeper that he chipped it past. I still remember his look of anguish and embarrassment as if hoping the ground would swallow him up. I guess much the same feelings would (or certainly should) have been shared by staff at the Pru after its marketing fiasco when it claimed the industry had rejected claims of £43.9bn over the last five years. It trul...

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