Group long-term care insurance presents the most expansive marketing opportunity for employee benefit brokers in 2008. The recent white paper "Disappointing Long Term Care Insurance Market Penetration" highlights the reasons why so many of us missed the LTCI mark.

The list of factors influencing the lack of successful market penetration needs one additional factor to complete the puzzle. For the last decade, the cost of health insurance and medical care has dominated the attention of all of us – benefit advisors, HR managers and CFO's alike – at renewal time.

A $400 per month HMO premium for one employee tips the scales when measured against the $100 per month combined cost for dental, life and disability insurance. It's readily understandable that the four in a 4 to 1 ratio gets most of our attention. Regrettably, it all too often gets all the attention.

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