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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.


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