With health care reforms taking root, employers increasingly are turning to medical discount cards as a way to boost benefits and employee spirits without hurting their bottom lines.

Conceived in Florida roughly three decades ago, discount cards at first were marketed as a way to help Medicare beneficiaries cover the cost of prescription drugs. The business for a time was one of the dark corners of the benefits world–unregulated and filled with shady operators.

Today, after a big push led by some of the more credible players to clean up their industry, discount medical card cover a range of services including vision, dental, chiropractic care and even 24/7 telemedicine.

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