Winning at employee benefits is like the Indy 500: It's afast-paced endurance race, littered with hazards.

In this industry, we know all about hazards. Many of you havebeen in this race since before the start of the ACA. Most agents spent a couple years trying tofigure out what plans would look like, a couple implementing theplans, and a couple more dealing with the fallout.

Hazard on the track

Which brings us to today: Not only is there a hazard on thetrack, but it also appears we might be moving to a different trackaltogether.

I see the majority of agents in “huddle mode,” just like five orsix years ago. They're saying, “We don't know what new reforms willlook like, or what the new rules will entail.”

Looking down the track

If you find yourself in this boat, some advice from race cardriving instructors also applies to you:

“Look as far down the road as you can. Always look to whereyou want to go. Get your eyes up and you'll have advancedinfo.”

At a time when there's great uncertainty, brokers should workeven harder to focus on what they do know. Look to the horizon, andyou'll see trends that point toward opportunity. You'll haveadvanced information. Then, you'll see what adjustments you need tomake long before your competitors. Plus, you'll get clientsprepared for future challenges long before they arrive.

A chance to pass

It's true, we don't know what plan designs will be. But let'slook at what we do know:

• Medical costs will continue to rise.There's no end in sight to the medical advancements andtwice-the-rate-of-inflation-increases trend.

• Out-of-pocket costs will continue to rise, too.As we move away from the ACA's “lots of mandates and lots ofcontrols” philosophy, the only direction to go is toward“consumerism.” By definition, “consumerism” means higher out-of-pocket costs.Sometimes it comes out with the obvious higher copay, coinsurance,deductible or out-of-pocket maximum. It can also come out in otherplan designs.

• Rx plan designs will keep shifting to push costs tomembers. The trend is back to double-digit rate increases,and there's no end in sight for the next decade.

• Shrinking networks will become the norm. It'sanother way to reduce provider costs by driving more visits to atighter network. But it comes with unique challenges. Employeeswill need help with guidance, provider searches, price/qualitytransparency, and out-of-network claims.

Where's the opportunity?

Maybe you're feeling like an Indy 500 driver, stuck in themiddle of the pack, and without an obvious out. You're yelling inyour headset, “Reid, I don't see opportunities in what youjust laid out!”

If you agree the above trends are coming, then one opportunityis to become a consumerism expert. I believe we have hit a tippingpoint on out-of-pocket costs: Future medical plans will failwithout consumerism tools that actually work and get used. Makethis part of your story, your strategy, and your brand.

Find tools that are so helpful, simple and practical thatemployers and employees will use them to save a few hundred to afew thousand dollars each year on their medical costs. Sell thechallenge and the solution; and add another non-medical stream ofincome. Most brokers have not made this a priority in the past. Butimagine how many employers will happily follow you over the nextfew years if you can show them new, viable ways to engage healthcare.

The winner's circle

That's just one simple idea, but there are more. Come join me atthe BenefitsPRO Broker Expo in Indianapolis for aworkshop called “Winning the health care race.” It'll be aninteractive brainstorming session where we address these changes,some ideas, and more. At the finish, each group will share theirteam's best strategies to a panel of experts. 'Winner's Circle'prizes will be awarded and we'll ride into the future!