What sets top brokers apart from others? They are in tune with their clients' overall business challenges, not just their insurance needs. They view insurance as a vehicle by which they can address client goals and objectives. This requires not only having a finger on the pulse of the challenges C-level executives and HR professionals encounter today, but issues that their employees face, as well.

When it comes adding value as a broker and helping clients and their members, there's a lot more to a vision benefit than meets the eye.

Recruitment and retention

In recent months, we've experienced dramatic lows in the unemployment rate. This challenge can, in part, be addressed through employee benefits and perks. There are many recent studies indicating that job candidates place health benefits, including vision, as extremely important — a primary employment consideration.

Related: 5 reasons to talk about vision benefits during open enrollment

In one study conducted by the Harvard Business Review, better health, dental, and vision insurance topped the list, with 88 percent of respondents saying that they would give this benefit heavy or some consideration when choosing a job. Even more intriguing, the HBR report states, “When choosing between a high-paying job and a lower-paying one with better benefits, respondents said health insurance and flexible hours might tip them toward the latter.”

A 2018 survey, conducted by The Society for Human Resource Management (SHRM), revealed that 56 percent of U.S. adults with employer-sponsored health benefits said that their health benefits package is a key factor in deciding whether they'll stay at their current job.

As brokers consult with clients, they can share this data and make the case for adding an affordable vision benefit and other perks that round out the overall benefits package. The information is an important value-add that can distinguish them from other brokers.

Worker productivity and myopia

Myopia affects approximately 42 percent of the U.S. population; its prevalence is highly underestimated. There has been a significant increase in the number of myopia diagnoses compared to previous generations. Myopia begins in childhood and typically progresses until early adulthood. During this time, experts cite the reduction of time spent outdoors (sunlight and vitamin D impede myopia) as a contributing factor to the increase in myopia cases.

When myopia is left undiagnosed and employees delay getting prescription eyewear, it can impede productivity and, in turn, hurt your clients' businesses. According to a study in the American Academy of Ophthalmology, the global potential productivity loss associated with myopia is estimated at $244 billion. Therefore, annual comprehensive eye exams, which come with all quality vision benefits, are essential in diagnosing and addressing myopia-related issues. Employees also need to be educated about the importance of taking periodic breaks from their computer monitors and stepping outside or away as their company's schedules permit. This can help their overall eye health and boost employee engagement.

Windows to health

According to numerous medical journal articles and a compelling story on CNN, professional eye exams that vision benefits provide can help diagnose eye-related issues, as well as general medical conditions such as multiple sclerosis, cancer, STDs, Alzheimer's, tumors, thyroid disease, diabetes, hypertension, and high cholesterol. Dr. Rachel Bishop of the National Eye Institute says that eye exams can even indicate issues related to brain function and brain health. Dr. Justin Bazan, a medical adviser to the nonprofit, The Vision Council, says it's important to study the blood vessels in the eyes because “they have a direct link and correlation to systemic disease…and can predict cardiovascular events, such as stroke.”

Also: Dental and vision trends focus on preventive health

While there are many tips for keeping your clients' members' eyes healthy, the benefits of early diagnosis and treatment of the aforementioned conditions, which eye exams can help identify, is clear. This can help clients save money and improve their members' quality of life.

The valuable insights brokers can share with clients can go far toward maintaining and strengthening client relationships. Over the long haul, being a strategic counselor and demonstrating that you are always thinking about your client's best interest, pays dividends. This educational approach to benefits consulting can differentiate you and your firm.

The next time you're speaking with clients, visualize their needs and goals and recommend an affordable and effective vision benefit. 

David S. Karlin is an insurance industry veteran with 30 years of management experience in vision and prescription drug plan administration. He currently serves as President of National Vision Administrators (NVA), Benecard Services, and Heartland Fidelity Insurance Company.