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Over the past few years, brokers have increasingly taken on the role of strategic advisors for their employer clients. Brokers who understand the evolution of health care policy, the need for creative benefits strategy and plan design, and employee engagement best practices are able to provide more innovative products and services for clients.

As we enter 2019, demand will increase for brokers to take on this role of strategic advisors. Here’s a look at the dynamics that will shape broker strategies in the year ahead.

1. Brokers will support employers in their efforts to challenge the status quo

Typically, employers select benefits plans from insurers and providers and pass the options along to employees. But 2018 provided a host of examples of breaking from this traditional mold. We saw this with the Amazon, Berkshire Hathaway and JPMorgan venture and GM’s “direct to employer” contract with the Henry Ford Hospital system to provide care for employees.

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