This open enrollment season, health insurance brokers have their hands full.

From helping employers navigate rising health care costs, to competing with direct-to-employer HR software companies, it’s understandable that a broker’s job can seem very overwhelming at times.

With telemedicine undoubtedly a part of health care’s future, it is important for brokers to understand this service in order to provide the proper guidance and support needed. When implemented properly, telemedicine can help brokers, HR admins, business owners, and their employees.

What is telemedicine?

Telemedicine is a service that allows health care professionals to evaluate, diagnose, and treat patients in remote locations using telecommunications technology.

Also referred to as “telehealth,” this service allows individuals to see a doctor within minutes of making an appointment from their phone, laptop, or tablet.

As telemedicine is technically not insurance, many regulations that make insurance complicated, such as pre-existing conditions and network restrictions, do not apply.

Enabled by the mobile revolution of recent years, Telemedicine has seen a dramatic increase in usage.

Now mainstream, it’s a service that faced questions about legality and capability just five years ago. Legal in 48 states and the District of Columbia, telemedicine is no longer a concept of the future—it’s a major player in today’s health system, from all views, including employers.

Why is telemedicine important for brokers, employers, and employees, alike?

For brokers, including telemedicine in their benefits packages will keep them relevant.

Offering telemedicine shows employers that the broker they work with understands and supports the ways in which the health care landscape is evolving.

With many other brokers already going this route, it is crucial to make to stay ahead of the curve and not be the last one at the table.

Employers are looking for benefits that complement an increasingly millennial and remote workforce.

And, with research telling us that over 28% of millennials don’t have a primary doctor and 40% don’t have a relationship with their primary care physician, it is likely that telemedicine is a health care service they prefer and will demand from their employers.

Offering telemedicine builds loyalty between brokers and their groups.

For example, what if an employee goes on vacation and uses telemedicine to speak with an out-of-network doctor? As telemedicine allows employees to be seen quickly and safely when remote, chances are they will report back to an employer about how the service made them feel secure, protected, and healthy.

The employer then tells the broker how grateful they are for offering a service that keeps employees health priorities top-of-mind, building overall trust.

How should health insurance brokers offer telemedicine?

It is recommended that brokers effectively communicate the benefits of telemedicine to employers in order for both them and their employees to adopt the service.

With purposeful messaging, health insurance brokers can ensure that they are relaying the benefits of adding telemedicine and thus making sure HR admins, business owners, and their employees are successfully utilizing it so they keep it for years to come.

A few key points for health insurance brokers to keep in mind when offering this service to groups:

Telemedicine reduces absenteeism and improves productivity

With employees no longer needing to travel and wait in doctor’s offices for routine visits, they can spend more time at work.
Telemedicine helps attract new talent

With an increasingly remote workforce, people are looking for healthcare that’s as flexible as their job. Employers can attract new talent with flexible benefit options like telemedicine.
Telemedicine improves access to care

Employees don’t need access to a car or to even be in a specific network to use telemedicine. Receive quality time with a doctor no matter the location.
Telemedicine provides relief for employees

As telemedicine isn’t technically insurance, it provides employees with a part-time escape from those ever-increasing copays.

As employers continue to look to their brokers for more information about telemedicine, it is a service that brokers can no longer afford not to offer their groups.

Being able to explain how to gain increased access, including how to get started, how to keep employees happy, and how telemedicine can help cut costs in an industry of high deductibles, will be key during open enrollment season.

Telemedicine is something health insurance groups are looking for, (and if they aren’t, they will be soon) as it has great benefits and advantages to help them and their employees.

Instant Insights /

Open enrollment 2017: Getting the most out of telehealth benefits

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