Legislative changes continue to markedly affect thehealth benefits marketplace. Employersand their workers face challenges on a number of fronts. Along withthose challenges come questions that range from current and futurerequirements of health care reform, to providing adequate plancoverage that serves employees well.

By understanding the top-of-mind employer benefit issues andresponding to them appropriately and effectively, brokers andadvisors can better serve existing clients, attract new ones, andhelp employees protect themselves and their families goingforward.

1. How can Imeet my employees’ needs?

A key concern of today’s employers is making sure benefits theyoffer for both prospective and current employees are competitive.Businesses recognize the role a solid benefit program plays inattracting and keeping good talent,and they want to know what is included in plans offered by theircompetitors.

Brokers serving the health benefits marketplace can best servecustomers by knowing the current market landscape well, speakingconfidently about it and sharing that knowledge with customers. Keyto this knowledge is understanding what the employer currentlyoffers, what types of employees make up its workforce, what theirneeds are, and what gaps may currently exist.

Then, talk with insurers and learn what industry and marketinsight they may possess based on geographic and industry-specificfactors. Search out findings made available from insurance- andcustomer-specific industry research organizations and tradeassociations. You can also mine data from within your own office,such as aggregated customer information by industry.

Integrate all of this information with comprehensive benefitofferings available from the carriers you represent, and showemployers how they can gain a competitive market advantage with theright benefit plan.

2. How can Icontrol my costs?

The question of controlling costs is common for obvious reasons.Small groups, in particular, are looking for creative ways to keeptheir health benefit expenses down. Brokers can address thisquestion by understanding current offerings and combining that withknowledge of the plans available through the carriers theyrepresent.

Understanding the various coverage tiers available and sharingthat knowledge with employers is key. Often, implementing a healthbenefit program that meets the minimum required coverage levelsbrings the lowest cost.

Other cost-reduction strategies include addressing coverage fordependents or part-time employees. Some employers may considereliminating dependent coverage or reducing contributions for thiscoverage. Also, determine with the employer the cost versus thebenefit of including part-time staff in the plan. Employers mayneed to make tough decisions to maintain viable programs foremployees.

Employers need to consider other costs that may come into play.For example, new IRS and ACA reporting requirements foremployers to notify employees about new mandates bring with themadministrative expenses. While they may not be able to eliminatethese costs, brokers can help provide guidance and increaseawareness around the changing requirements. They can also recommendapproaches that might help employers streamline the process toreduce the impact of the requirements.

3. What aboutexchanges?

Employer questions about health benefit exchanges are prevalent.How do the exchanges align with the employer’s desire to deliverbenefits in a cost-effective manner? What advantages do they offer?What are the drawbacks? Brokers need to be familiar with individualand group exchanges — both private and public.

Brokers working with some employers may find that certain taxadvantages come along with using a public exchange. Privateexchanges offer other benefits, from cost-management tools to abroader set of administrative support options and a choice ofbenefit options that extend beyond basic medical coverage. Group oremployer-focused exchanges are becoming increasingly popular as away to efficiently manage health benefits. Brokers should becomefamiliar with the pros and cons, as well as processesinvolved.

It’s important to understand the advantages for differentemployer groups, as well as the reputation and satisfaction levelsof exchanges, and use that knowledge to help employers select theright option.

4. What’s onthe horizon?

Large employers are concerned about looming changes. They wonderhow new regulations—for example, the Cadillac tax —may affect them in thefuture. Brokers need to be knowledgeable about what is coming downthe pike, and how to minimize negative resulting impacts.

Preparing for the Cadillac tax, for example, may require astrategy shift. While the tax is primarily levied against healthplans for coverage deemed “too rich,” it will ultimately affectemployers and workers. Health plans are likely to pass off at leastsome of the costs to employers in the form of higher premiums.Employers may then pass costs off to workers in the form of highercost-sharing arrangements. Of course, employers will have toconsider how this will impact employee retention andrecruitment.

The Internal Revenue Service posts helpful information about theACA’s requirements on employers on its website:irs.gov/affordable-care-act. The Centers for Medicare& Medicaid Services website is another valuable resource:cms.gov/cciio/.

5. Whyyou?

The final top question may be one employers don’t explicitlyask; but it’s one you need to answer: “Why should I use you as abroker?” How is it that you set yourself apart from other brokers —industry knowledge, market strategy or customer service? Brokersneed to carefully and clearly explain benefit plan designs, educateemployers, guide them through the maze of changes in the benefitsarena, and explain all the implications.

Building knowledge is the first part of the answer. Learn aboutlaws, regulations and your employers’ workforce attributes. Learnmore about the products offered by carriers and through theexchanges. Combine that knowledge with employer and employee datayou capture to design programs that can help employers attract andretain good workers. Work with financially strong carrier partnersto find and deliver the right benefit plans, and consider offeringyour clients a multi-year strategy where appropriate. And leverageadministrative, technology, client portals and other resources yourcarrier partners offer.

Be sure to document and explain the advantages you can bring tothe employer. Also, encourage satisfied customers to providetestimonials, directly and on social platforms, and then sharethese testimonials and references to help differentiate yourselfand your shop from your competitors.

By understanding the needs of your clients, offering costcontrol solutions and keeping businesses apprised of changes on thehorizon, you set yourself apart from other brokers and demonstrateyour value as a trusted adviser. New and existing clients will cometo you year after year for help in designing affordable healthbenefit plans that will attract and hold onto good workers.