Don’t look now, but something new and unusual is happening around the long-term care insurance category: It’s finally getting some deserved attention.

Whether it’s because of a concerted industry public-service campaign, demographic shifts, rising concerns about health-care policy or all of the above, there are signs that LTC insurance is beginning to capture more mindshare within the consumer marketplace.

Among the signs: a recent surge in news articles, anecdotal observations from LTC agents, and some fresh research signaling that more people – and younger people in particular – are paying attention.

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