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Voluntary marketers should keep in mind that voluntary benefits provide a year-round opportunity. Yes, tying voluntary benefits management to the annual open enrollment process is appealing because all elections are made at a single time. However, this may not always be the best method, especially when new and possibly different voluntary products such as accident or critical illness are being introduced. The best way to introduce these newer benefits may be through a two-phase approach: An off-cycle introduction, followed in the fall by incorporation into the core cycle enrollment as well.

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