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What do company benefits plans have in common with pie-eatingcontests? Plenty, actually. Just as judges at pie-eating contestsaward blue ribbons for the tastiest pastries, employees judgebenefits plans by comparing them to those of competing companies.And in this atmosphere of smaller raises, reduced bonuses andpassing benefit costs on to employees, it's more important thanever to earn the top prize.

If your clients are like most employers, they probably includeproducts such as dental and vision insurance among the insuranceproducts available to workers. Over the years, they've becomealmost standard-issue — companies are more likely than not toinclude them among their benefits options. That's a good thing,because every worker needs regular dental and eye examinations.

Companies that want to earn blue-ribbon status, however, arelearning they need to go the extra mile by providing workers withadditional, more urgently needed options — options such as criticalillness, hospitalization and accident insurance. The reason? It'ssimple: While dental and vision insurance are highly valued byworkers, many can afford to pay the relatively small bills stemmingfrom new glasses prescriptions or the occasional cavity. It's muchmore difficult for them to absorb the sometimes astronomical billsthat can result from serious accidents or illnesses.

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