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You don’t have to tell insurance brokers that it’s a time of unprecedented change in the industry. Between the Patient Protection and Affordable Care Act, health care exchanges and changes to Medicare, brokers are seeing a wholesale transformation in the way they do business.

But many brokers are so focused on the revolution unfolding in front of them that they’re missing a smaller, quieter revolution that’s been happening behind their backs for years. In less than two decades, the Internet has gone from an entertaining distraction to a vital business tool. These days, if you’re not connected, you’re not relevant—and you’re not reaching clients and potential clients.

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