Employers with a significant number of non-benefited employees need to understand that there's actual business value to offering gap coverage like direct primary care.

Dear brokers: You're ignoring a huge segment of non-benefited employees during open enrollment and, in the process, you're leaving thousands of revenue dollars for yourself on the table. Direct primary care has become a key enrollment strategy to fill the non-benefited gap. If you're new to this conversation, the good news is that direct primary care is an easy sell. Employees need it to fill their gaps in coverage, and employers are surprised at how affordable it is.

The rise of the gig economy, coinciding with increased regulations for full-time employees, means nearly every U.S. industry employs a substantial amount of part-time and contract workers. Brokers have historically overlooked these employees because they don't qualify for traditional employer health insurance coverage.

Related: The state of benefits in the gig economy