There have been dramatic shifts in family-building benefits that place brokers in a prime position to deliver custom packages to their most influential client base.  Employers have never been more competitive when it comes to their need to attract and retain top talent, offering inclusive benefits that are tailored to meet the needs of today's evolving millennial workforce.  Here are three top trends in family-building benefits that insurance brokers should know about.

1. Clinical advocacy and support - A family-building benefit that offers personalized advocacy and emotional support for the patient and partner going through the journey is essential.  Fertility benefit management companies can offer an experience that is tailored to the individual needs of the employee.  This includes matching patients to the most appropriate doctor, which is particularly important when a patient has certain medical conditions, such as endometriosis, male factor infertility or combined auto-immune diseases that may impede pregnancy. Personalized advocacy also includes much-needed support in understanding medical procedures. If clients have access to a managed fertility benefit, individuals will be able to connect with clinical professionals, fertility nurse care managers, who can help them navigate every step of their family-building journey. In addition, clients may want access to behavioral health care specialists who will guide the couple through the emotional components of the journey. It is important for employees to take advantage of these services, as they will make the often-stressful family-building journey much easier to navigate and make optimal use of available benefit dollars.

2. Technology-enabled care – The skillful use of data and technology is increasingly important for improving outcomes and enhancing patient experience.  Tech-enabled benefits offer a more personalized and precise experience for employees. Services such as video consultations that connect patients with fertility nurse care managers enhance the trust that is built between nurse and patient, improving the relationship. This in turn promotes greater information sharing and education of the patient and ultimately better decisions and outcomes.