Customers like personalized service, such as assistance finding the best treatment plan and medical providers. (Photo: Shutterstock)

I was recently a panelist at LIMRA’s Supplemental Health Products conference. Supplemental health product development is hot for a couple of reasons. One is the numbers: According to LIMRA, collective sales of these products in employer-related markets are up 5 percent over 2016, continuing a multi-year growth trend. More importantly, employers are confused by uncertainty over basic medical products and concerned they need to offer voluntary options to fill coverage gaps.

The panel focused on trends in product development. In deference to my fellow panelists and facilitators, I will limit this column to things I discussed, though everyone had great things to say.

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