Participation and enrollment in limited benefit products are critical to the broker realizing a return on effort, as well as the overall viability of the program for the employers. An essential message to employers continues to be that limited benefit products help them recruit and retain a better class of employee — which is crucial to their company's financial success. But getting employers to buy into the program is just one step in achieving success.

The second step is to attain higher enrollment numbers. This remains the key issue. Learning how to leverage employers' existing communication channels, such as company email and intranet, to get better participation is critical, thus allowing a producer to maximize profits by getting better enrollment at a lower cost.

However, not all employers are willing to give you access to their communication channels, and not all limited benefit employees would be found under a single company email address. Franchise businesses such as McDonald's, Choice Hotels and Dunkin' Donuts prove that. In these scenarios, brokers can drive enrollment by focusing on low-cost marketing materials, but more importantly, by getting employers to buy into the process and making sure employers understand they need a process for open enrollment and new hires that gets these materials into the hands of potential insureds.

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