There's lots of discussion in thebroker community about high-performing health plans andnext-generation strategies to control health care costs. But the problem ismost benefit brokers and those who train them are talking at highlevels about strategies and solutions that they don't know how toexecute, don't have the resources to execute, or worse, have nointention of executing and just use as a parlor trick to add newclients. So even in a time when many non- traditional competitorsare entering the space, not much changes, the results continue tobe less than promising, and thus our industry becomes a target forelimination in the next model of health care.

There are a few advisors that have taken on this new model, butnot many. If there were more advisors who were truly implementingthe next-generation strategies they're posting all over LinkedIn,the industry as a whole would be clamoring for answers to anentirely new set of questions, such as:

  • How do I get my team on board with these new strategies andvendors?
  • How do I have that difficult conversation with my carrier repto explain what we are doing?
  • What if the carrier threatens to pull my appointment?
  • How do I convert to fee for service to take control ofmy business?
  • Why is my client base turning over at a higher rate than Ianticipated?

For those of us who are leading the field, these are naturalchallenges and questions that come up as advisors truly converttheir books and deliver real, positive change to their clients. Thefact is, those questions aren't being asked, so it's clear thatmost advisors are not fully implementing the strategies that willwork for their clients in the future. Anyone who is not teachingadvisors how to navigate the questions above to prepare them forwhat they will be dealing with next is just doing glorified salestraining.

Of course, it's usually easier and more comfortable to hold onto the status quo – the traditional producer model. But thatmodel's spreadsheets, auction-based solutions, and carrieroverrides aren't accomplishing the goal of lowering costs foremployers and will not stand up as we see the rapidly approachingwave of non-traditional competitors enter the health carespace.

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