When we consider the future, wetend to imagine positives. Rarely does one consider a seriousillness occurring to them. In our minds, it is always much moreprobable for someone else to find themselves in a hospital.Unfortunately, our inability to picture such a scenario does notrender it from the realm of possibilities. And though ponderingabout one's health taking a turn for the worse is not a pleasantthought, it is far better to be prepared and proactive rather thanbe caught unaware without an adequate financial safety net –especially when diagnosed with a critical illness.

Human nature tends to keep people away from the hospital, evenwhen they are stricken with serious symptoms. Consider a study by York University, which found that 87 percent ofpatients who experienced heart failure perceived that theirsymptoms had some degree of seriousness, but a remarkable 80percent of those patients simply waited for the symptoms to goaway! Unfortunately, these cases can lead to prolonged hospitalstays, with bills to match – especially when a critical illnesssuch as a heart attack, stroke or cancer is the cause.

As a benefits advisor, how do you express the importance ofcritical illness insurance to clients who might consider voluntaryinsurance an afterthought to major medical, home and vehicleinsurance? The solution: Show clients how critical illnessinsurance is a win-win for employers and employees alike.