Like a lot of people, some agents aren't very good at following their own advice - they don't practice what they preach. Do you?
To help answer this question, let's start by taking a look at what we, as an industry, are preaching. During the health care debate, several common themes emerge as we contribute our two cents to the discussion.
Consumerism: Health insurance is expensive because health care is expensive, and if we truly want to reduce the cost of care we need to involve the consumer.
Transparency: If we're going to ask consumers to take more responsibility for their health care, we must provide them with the tools they need to make informed decisions, including price and quality data.
Wellness: An increasing portion of our health care costs are attributable to chronic, preventable conditions - our lifestyles are driving utilization. To reduce costs long-term, we need to improve people's health.
The value of the agent: The agent is an integral part of the health insurance process, not an unnecessary overhead expense. While most agents claim to agree with these ideas, and many even discuss them with their clients, the fact is that actions speak louder than words. If we truly want people to buy what we're selling, we have to do more than talk a good game, we have to live it. Here's how:
Consumerism
If you want to know whether you're truly on the consumerism bandwagon, just ask yourself this one simple question: Do I have an HSA? It's difficult - and even a little hypocritical - to tell others that consumer-directed plans are the best long-term solution for them and their family if we don't have one ourselves. From a client's perspective, it's much easier to believe an agent who has already kicked the co-payment to the curb. Your HSA debit card can be a powerful sales tool.
Transparency
A natural result of ditching the copays is that we become more aware of what health care actually costs, and this knowledge becomes a factor in our decision-making process. We become more savvy consumers, comparing the price of drugs between one pharmacy and another and searching for lower-priced alternatives. We look for ways to achieve the same results at a lower price.
One of the most important things we can do is share this information with our clients. If you're on an HSA, you'll discover new tools that help you make better decisions. And when you do, pass them on; encourage your clients to do the same.
Wellness
There are too many couch potatoes in this country. We need to get off the sidelines and get into the game. And this is an area where agents can really lead by example. Our clients are more likely to listen to someone who's following his own advice - someone who's sharing personal success stories, not theoretical solutions. When we're living a healthy lifestyle, eating right and exercising regularly, our words will be sincere and our enthusiasm will be contagious.
The value of the agent
Health insurance is difficult to understand, and the government's health reform efforts are only adding to the confusion. Consumers rely on insurance agents to help them sort through their options and find the right plan at the best possible price. Brokers add value to the equation.
However, Congress doesn't seem to understand the role of the agent. That's where you come in. Has your congressman heard from you? Have you told him what you do? Have you joined an association like NAHU that supports the interests of health insurance agents?
And last but not least, do you use an agent for all of your insurance coverage? I'm always amazed when I meet brokers who purchase their auto insurance online - without the help of an agent. Really? What are they thinking?
