If you have a client who has been burned by adisappointing health savings account plan option before,trying to advise them on the strategy a second time can feelimpossible.

But a few subtle changes in messaging and plan design can make aworld of difference, and even your most reticent employer — andtheir employees — will be able to see the value in adoptingHSA-eligible plans.

First, when we talk about a “bad experience” with HSA plans,generally, we’re describing an employer who experienced low enrollment. Low enrollment constricts HSA savings,which can be significant. Consulting firm Mercer found HSA-eligibleplans cost 22 percent less than traditional plans, even factoringin employer contributions to HSAs.

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