Continued from Allan's article in last week's Benefits Selling Weekly.

What is the one major liability most employees face over their lifetimes that is almost always uninsured? The cost of long-term care is reportedly the largest unfunded liability shared by the American people today.

After determining the factors influencing the lack of effective long-term care insurance market penetration, we translated the key issues into positives. Our 2008 marketing plan began with the decision to focus exclusively on bringing the long-term care message to each of our clients.

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