WELCOME TO BENEFITPLACE!

BenefitPlace hopes you will use this forum to respond to posted comments and share your ideas, questions and expertise related to the overall Employee Benefits and Individual insurance marketplace. Thanks for joining us!

Thursday, January 26, 2012

THE CHANGING FACE OF INSURANCE & BENEFITS DISTRIBUTION!

BenefitPlace.biz and BPTradeShow.com are constantly striving to Shorten Selling Cycles, Decrease Marketing Costs, and Increase Revenues for the Insurance and Benefits Industries.  To accomplish this the providers of Plans, Programs, and Services must look to "Inbound" Marketing Strategies.  As the following article from the "Insurance Journal" points out, the "distribution channels are changing".  
To survive the producers in the industries must re-think their allocation of budgets and marketing strategies.  Let us know your thoughts!  Note: We invite you to join our Linkedin Group, Insurance Forum, for more Discussions and to Participate - Go To - http://linkedin.com/groups?about=&gid=2762200

How Insurance Distribution Is Changing

By Andrew G. Simpson | January 26, 2012
    Insurance distribution is changing and agents and brokers—retailers and wholesalers—have to define the value they offer and what type of relationships they will have with carriers and customers in the years ahead, according to a leading wholesaler.
“[O]ver the last several years, we’ve seen a drastic change in the distribution space, in that the traditional rules have sort of broken down, that the role of a retail agent, the role of a wholesaler, those have all changed,” Glenn Hargrove said in an interview with Insurance Journal at the recent Insurance Industry Roundtable run by the WIAA Education & Research Foundation in Irvine, Calif.
Hargrove is president of MarketScout Wholesale, which is headquartered in Dallas.
“There’s no longer circumstances where a surplus lines company is represented just by a wholesale broker or a surplus lines broker. They can go directly to retail agents,” he said. “You have direct line products that are happening within the space that circumvent retailers and wholesalers, in some cases. So it’s changed the value propositions of the firms in that space.”
Hargrove believes the changes are being driven in part by regulation and by technology, but another major driver is insurers looking to deliver their products and services in the most efficient manner possible.
“I think, consequently… what it leads to is that the companies that are within that space of distribution also have to justify their value and why they’re there. If they’re going to receive compensation or income out of that chain for being part of that distribution source, then they need to explain what value they’re delivering and how they’re facilitating and making that transaction better,” he said.
Hargrove said there are several areas where agents and brokers deliver value, starting with their expertise in products and the industry and the talent they bring to the process.
Agents and brokers also provide access.
“[T]here’s the aggregation effect of those people in the distribution chain being able to access a multitude of markets. Or if you look at it in the reverse sense, from the carrier, their ability to deliver to a carrier, a multitude of clients and customers that that carrier probably couldn’t efficiently reach on their own,” he told Insurance Journal.
Thus agents and brokers bring a combination of expertise, talent and access to the equation.
In addition, agents and brokers provide an opportunity for insurers to outsource services.
“Providing things, whether it’s underwriting services or policy issuance type work or a variety of things that those intermediaries can do that are services that facilitate, either the process of placing insurance for an insured, or the process of securing the coverages for a carrier,” Hargrove said.
He said he believes that going forward there will be distribution businesses that are hybrids and some that are much more tailored towards specific operations “but maybe don’t look, necessarily, like the traditional form of either a retailer or a wholesaler as we’ve known it.”
There are already wholesalers that distribute not only surplus lines products but also admitted market products and some that act as program managers, according to the MarketScout Wholesale executive. Also some retailers have their own wholesale-like operations.
Going forward, distributors are going to have to explain more than that they are in the middle of the equation, but also “why they are there,” he said.
He advises agents and brokers to reshape their own box and own value proposition so that the market is convinced they are an important player in the distribution chain.

Monday, January 16, 2012

DEFINED CONTRIBUTION STRATEGY - PART 2 - AN EMPLOYEE BENEFITS FIX FOR THE OVERALL BENEFITS DESIGN

Defined Contribution (Def Con) - Part 2

BenefitPlace.biz and BPTradeShow.com present their 2nd Installment of a discussion about an Employee Benefits Strategy,  Defined Contribution (Def Con), as it applies to the Employers overall Employee Benefit Plan design.  This strategy can provide a methodology for 2012 and Beyond!  

Employers, Employees, Brokers, Consultants, and Service Providers can enjoy a "winning" opportunity in these times of Industry Turmoil!  Your questions, input and thoughts will be of value as these discussions continue.  Email max@benefitplace.biz to contribute. 

Background - Nearly 20 years ago we co-sponsored a "Think Tank" outside of Philadelphia to discuss the future of Insurance and Benefits.  It was after the debacle of the Clinton Health Plan in 1993.   It seems approprite and fitting to renew these discussions as the Insurance and Benefits Industries grapple with continued rising costs and Obamacare/PPACA.

The Problems - While we covered a variety of problems facing the Insurance and Benefits Marketplace, Seven (7) Problems came to the forefront:

1. Market Segmentation - The lines of separation between Core and Voluntary Benefit Plans were no longer clear because all benefits were becoming Voluntary. Traditionally these Plans had been divided into: :
  • Core Benefits (true group plans), ie. Health , Dental, Vision, Long Term Disability (LTD), Term Life Insurance, Accidental Dismemberment (AD&D) and
  • Voluntary Plans (Worksite Payroll Deducted Plans), ie. Short Term Disability (STD). Accident, Cancer, Universal Life, Critical Illness, Legal Plans, etc.
2. Skyrocketing Premiums - The Employers, and specifically the CFO, could no longer accept the skyrocketing increases in the premiums for Health Insurance Coverage. There were no budgetary controls and the double digit increases were unacceptable.

3. Overburdened Human Resources - The HR Departments had become overburdened with the process of selecting Benefit Plans and the Employee, Education, Communication, and Data Management Processes - as well as the Claims and Eligibility of new hires among other benefit related responsibilities.  Many felt that the HR Departments Function should be Hiring, Training and Retaining Employees.

4. Multiple Enrollments - Given the market segmentations - Core Benefits, Voluntary, and Retirement Plans - the Employers and Employees often faced three separate Enrollment Periods and Effective Dates. The Variety of Choices, and the Brokers representing the Plans, were vying for the Employers and Employees “Invested Benefit Dollars”.

5. Tax Advantaged Plans - The introduction of Tax Advantaged Plans, such as Section 125 POP Plans, Medical, Dependent Care, and Transportation Reimbursement Accounts - while potentially beneficial and cost-saving for the Employer and Employees - were often confusing and generated penalties.  In addition, these Plans often required an addittional TPA for Managing the Plans.

6. Confused Employees - The Enrollment Process had become a nightmare. The Employees were confused and did not understand their Choices.  There was little or no method to show Employees how the various plans integrated.  Though only in their developmental stages, and as a factor in reducing the Health Insurance and Workers’ Compensation Plan Costs, Employee Consumerism and Wellness Initiatives were gaining acceptance. The major questions about these plans seemed to be: What is the ROI and How are Employees provided incentives for Participation and Results?

7. Broker Involvement – Much like the Benefit Plans mentioned in (1) above, Brokers generally offered either Core Benefits or Voluntary/Worksite Plans - not both!.  Most of the Voluntarty/Worksite Brokers represented one Insurance Company and were regulated as though they were Captive Agents.

A Solution - While in the "Think Tank" we discussed each of the seven problems above, and came up with a number of possible solutions for each, we only developed one line of discussion that seemed to embrace all seven (7) with One Solution. This was a Defined Contribution Design (Def Con) - Sometimes referred to as a “Full Flex” or “Cafeteria” Plans.

Definition of Def Con - We will further define Def Con and the fine tuning of these plans in further discussions. We are defining Def Con as an Employer sponsored Employee Benefit Plan that stabilizes the annual Benefit Budget paid by the Employer by offering the Employees a Fixed Dollar/Credit Amount to support the Employee’s “Self-Directed” Benefit Choices and Portfolio.  Employees can add personal funds through payroll deduction for added “Risk Protection” and meet their needs.  Employers, working with their Brokers and Consultants, select a Menu of Benefits - Plans, Programs and Services - and allocate a credit pricing value to these Choices.  Benefit Eligible Employees are provided an all inclusive one time per year Education, Communication, and Enrollment period where they are “Empowered” to make informed and Integrated Decisions.

Solutions to the Above Problems - While I will further discuss the positive and negative attributes of Def Con in ongoing discussions, the following briefly points out the Solutions Def Con provides for each of the above Seven (7) Problems:

1. Market Segmentation - Def Con categorizes all benefits as Voluntary. The Employees select the Plans, Programs, and Services they and their families need within their “Price Points”.  Credit Price Values may differ from the actual Dollar Cost.  The Credit Price Values are assigned to each different Plan, Program, and Service.  This differentiation in "Pricing" can be utilized to create intentional ”Migration” from one Plan, Program, or Service to another.  The reasons for and utilization of “Migration” will be a topic in a future discussion.

2. Skyrocketing Premiums – While Def Con cannot have an impact on the year-by-year premium increase, it does permit the CFO, or financial decision-maker within the Employer's operations, to budget the amount they will spend on benefits year-by-year.  Because the Employees see the credit or dollar cost of the Plans, Programs, and Services, they may become better Consumers.  If multiple carriers are utilized within any given category of Benefits, there may be some consumer driven pricing pressure on the Insurer.

3. Overburdened Human Resources The HR Department can substantially reduce the time involved in the benefits decision-making process and return to Hiring, Training and Retaining Employees.  HR Departments, working with the CFO, should be encouraged to focus on selecting qualified Broker/Consultants and capable Enrollment Companies for building and delivering a Menu of Benefits to meet the Employer's / Employee's Needs and "Price Points".   We will discuss “Selecting Brokers”, “Building a Menu of Benefits”, and “Selecting an Enrollment Company” in future discussions.

4. Multiple Enrollments – With the possible exception of retirement plans, the entire Benefit Plan should be enrolled and share one Effective Date. The Education, Communication and Enrollment process is scheduled and presented at a time convenient to the Employer and Employees.  A capable Enrollment Company is selected that has no financial incentive to promote one Plan, Program, or Service over another.

5. Tax Advantaged Plans – As long as they remain available under IRSC Regulations, these Plans provide an opportunity for Employees to enjoy a reduced net cost for qualified Benefit Plans, Out-of-Pocket medically related costs, Dependent Care, and Transportation Costs.  In addition, the Employer also enjoys savings by the reduction in taxable payroll. The Enrollment Company that is selected must have the capacity to thoroughly explain these Plans to the Employees and provide the Employer proper documentation. These Tax Advantaged Plans fit perfectly into a Def Con design.

6. Confused Employees The above Solutions to Problems 1-5 combine to take most of the confusion out of the Employee's decision-making process.  The selected Enrollment Company must have the capacity to not only Educate and Communicate during Enrollment but offer Employees, as well as the Employer, an ongoing capability of assisting with questions and concerns on a timely basis.

7. Broker Involvement – For Def Con Plans to gain traction it is imperative to assist Brokers in gaining an understanding of the Def Con Plan Design as well as to financially justify their implementation.  A well orchestrated education process should be initiated to gain an understanding in the Brokerage Communities and among the Insurers.  The inherent value to the Employers, Employees must be understood.  We will discuss the Broker's potential Compensation – Commission and Fee Based - in a later discussion.

The above introduction to Der Con should be creating many questions, and possibly objections, among all parties involved in the Benefits Decision-Making Processes.  As we experienced during our "Think Tank" meetings every Party brings in a diverse background, set of experiences, opinions, and concerns.  As we continue these discussions, we will do our best to address questions, objections, and concerns.  I invite all interested parties to send their questions, objections, and concerns to phil@benefitplace.biz.  We will get back by Reply, Email, or during the ongoing discussions.

We invite all parties to Join our Linkedin Group, Insurance Forum, for additional Discussions and to Participate - Go To - http://linkedin.com/groups?about=&gid=2762200

Wednesday, January 11, 2012

DEFINED CONTRIBUTION STRATEGY - FOR THE OVERALL BENEFITS DESIGN

We, BenefitPlace.biz and BPTradeShow.com, are about to start a series of Discussions on the utilization of Defined Contribution Plans - as they apply to Employee Benefits in General.

Defined Contribution (Def Con), as we will be defining it, is a refined and updated version of what was once referred to as a "Full Flex" Plan and works for Small, Medium, and  Large Employer Groups.  As we will discuss, Def Con can integrate a Credit/Dollar Allocation System; Section 125 and other IRS Codes beneficial to the Employers and Employees; Consumer Driven Health Plans; Wellness; and Employee Choice.

Much like when Def Con was applied to Retirement Plans replacing Defined Benefit Plans, Def Con for benefits in general - including Health Coverage, Dental, Vision, Disability, Voluntary Benefits, etc. - can and will control costs, increase consumerism, and take the Employer out of the benefits decision-making process.  As will be demonstrated, this can be accomplished without a negative impact, real or perceived, to the Employees.

The CFO, HR Departments, and the entire Management Team are positioned and empowered to budget their benefits related expenditures while working with their Brokers and Advisers to build a menu of Benefits that meet their Employee's Needs and Price Points.

These discussions will include the: Pros and Cons;  Financial Ramifications;  Processes for Implementing; and Value to the Employers (especially HR & CFO); Employees; Brokers; TPAs; and more.  It should be noted that the value of Def Con is not directly impacted by Obamacare/PPACA.  In addition, Def Con can assist Brokers in a transition to a partially "Fee Based" model.

We will be sharing these discussions on Google+; our Linkedin Group, Insurance Forum - http://linkedin.com/groups?about=&gid=2762200; ProducersWeb, Insurance Campus and other Social Media.   I invite you to share these discussions with Friends and Associates in the Insurance & Benefits Industries.  Those with experience in implementing a Def Con/Full Flex design are invited to contribute and share!

NOTE:  My Phone Number has been changed to - 216.577.5579   
             Email - max@benefitplace.biz    

Sunday, January 1, 2012

INSANITY – TRADITIONAL INSURANCE and BENEFITS MARKETING STRATEGIES!

BenefitPlace.biz and BPTradeShow.com want to wish everyone a Healthy and Prosperous New Year!


Insanity in the Marketing of Insurance and Benefits - While their is nothing wrong with continually spending on "Tried-and-True" marketing strategies when they provide verifiable positive results. It is foolishness to consistently do the same things over-and-over again when they have limited or no ROI!  This is the case with most of the Insurance and Benefits Industry's traditional "Outbound" marketing strategies!  Albert Einstein observed - “Insanity: doing the same thing over and over again and expecting different results”.
The Norm - Many, if not most, Agents, Brokers, Insurance Companies, and Industry related Organizations continue to expend the vast majority of their Marketing and Advertising time and money:
  • Focusing on expensive paid advertising in trade related and other media
  • Purchasing leads
  • Sending out Mailers
  • Utilizing Call Centers
  • Making endless Cold Calls - "Pounding the Pavement"
  • Exhibiting at Trade Shows
  • Visiting Trade Shows
  • Buying Expensive Meals
  • Sponsoring Seminars 
  • Churning New Agents
In a lighter but observant vein Guy Kawasaki (Former Chief Evangelist Of Apple) noted: If you have more money than brains, you should focus on outbound marketing, If you have more brains than money, you should focus on inbound marketing”. 
I would suggest that until recently the lack of alternatives was the problem. As John Wanamaker pointed out in the early1900s, “Half the money I spend on advertising is wasted; the trouble is I don't know which half”. The Power of the Internet, Social Media, Search Engines, SEO and Analytics has changed all of this! We now have an alternative to traditional “Outbound” Marketing. This is called Inbound Marketing.
Strategies for the Future!  John Battelle, Media Entrepreneur, has observed: “Search, [that encompasses the Internet, SEO, and Social Media] is a marketing method that didn't exist a decade ago, provides the most efficient and inexpensive way for businesses to find leads”.  Quite simply, Inbound Marketing turns the Insurance & Benefits traditional marketing and advertising models around! As HubSot, a software company focused on marketing, points out, “Instead of driving their message into a crowd over and over again like a sledgehammer, they attract highly qualified customers to their business like a magnet”. HubSpot further notes that there are three major attractions to Inbound Marketing:
  1. It Costs Less
  2. It Better Targets
  3. It's an Investment, Not an Ongoing Expense.
Inbound Marketing has qualified potential clients knocking at your door! As with all forms of marketing and advertising in the past, this new strategy requires that you:
  • Understand and Penetrate Your Target Markets
  • Add Value
  • Build Trust
  • Consistently Deliver Valuable “Content” Appropriate to Your Markets
  • Build Relationships
  • Provide a Clear “Call-to Action
  • Allow the Qualified Potential Client a “Convenient Platform” for Reaching You
  • Solicit and Promote “Feedback” and related “Discussion
  • Utilize “Analytics” for “Tracking” Your Success!
The CEO of HubSpot, Brian Halligan, noted that as the economy slows down, companies are turning to Inbound Marketing because it is a more efficient way of allocating marketing resources than traditional, outbound marketing – with “inbound marketing, the thickness of your brain matters a lot more than the thickness of your wallet!”.
Making an Industry Shift!  I believe the problem in getting the Insurance and Benefits Industries to begin a shift to Inbound Strategies is the difficult task of embracing “Change”! After many decades of business as usual, acceptance of an entirely new marketing model is not easily implemented. New technologies, a new vocabulary, and a broader marketplace requiring a different relationship building paradigm generate confusion and sometimes fear!
We at BenefitPlace.biz and BP TradeShow.com consistently get emails and calls from those in the Insurance and Benefits Industries requesting the following:
Proof that Inbound Marketing works? We generally respond that by most estimates 75% of all Insurance and Benefits related decisions in 2012 and beyond will be initiated on the Internet. Search Engines, Social Media, and SEO will deliver those starting the search to those providing the Plans ,Programs and/or Services the Organizations and Individuals need – bringing Buyers and Sellers together! 
  1. How long does it take to implement an Inbound Strategy? Unlike traditional “Outbound” marketing where ads run for a specific period of time or a data base has a specific number of mailers to send or calls to make, Inbound Marketing is an ongoing process and strategy!  Building Trust, Adding Value, and Establishing Relationships takes time and a consistency.  Gaining brand recognition in these new forms of media requires developing a ranking and The money spendexposure on the Search Engines, ie. Google, Bing, etc. and through Social Media outlets like Linkedin, Twittter, Facebook, ProducersWeb, Insurance Campus and AgentNavigator. The sooner you begin – the sooner you will see results!
  2. How much will it Cost and What is the ROI? Compared to traditional Outbound Marketing, Inbound Marketing requires a much smaller expenditure of capital. Money and time spent is an investment rather tahn an expense!  The Internet is essentially free. To get results it does require an ongoing commitment of time!  The functions required can be built internally or outsourced.   Given a consistent effort the ROI can be far greater and more measurable than with traditional Outbound Strategies. HubSpot provides a Free University for studying Inbound Marketing Strategies!
  3. What Companies provide Inbound Marketing Services? There are a growing number of qualified and experienced companies in the marketplace.   BenefitPlace.biz and BPTradeshow.com are aggressively building a Directory of these entities and the services they provide. This Section should be available within the next several weeks!
  4. Does BenefitPlace.biz and/or BPTradeShow.com provide an Inbound Marketing Service for the Insurance and Benefits Marketplace?  Yes, BenefitPlace.biz (BP) and BPTradeShow.com BPTS) deliver self-qualified prospects to the Insurance and Benefits Marketplace efficiently and inexpensively utilizing the power of the internet, search engines, SEO, and Inbound Marketing. If you desire to utilize Inbound Marketing in 2012 and Beyond to convert self-qualified internet users  into qualified prospects/clients, BP and BPTS are your Insurance and Benefits clearinghouse.  Get started today with a Gold or Platinum Level Company Directory Listing and let internet users find you today!
The Goal of BP is to  be the Google of the Insurance and Benefits Industries providing potential Buyers a portal for gaining the Information they need to make informed decisions. 
The Goal of BPTS is to become the virtual marketplace for the Insurance and benefits Industries.     
For more discussions on this topic and more, join our Linkedin Group, Insurance Forum – http://linkedin.com/groups?about=&gid=2762200
               To Contact Us – Email: max@benefitPlace.biz or Call: 216.577.5579




Saturday, December 17, 2011

WISHING EVERYONE MERRY CHRISTMAS, HAPPY CHANNUKAH, AND/OR A GREAT YEARS END!

QUOTES FOR THE SEASON 
“Kindness in words creates confidence. Kindness in thinking creates profoundness. Kindness in giving creates love.”  Lao Tzu
"Tzedakah [related to Jewish Giving] is more than giving money to the poor.  Done properly, tzedakah requires the donor share his or her compassion and empathy along with the money". The Writings of Maimonides
"We make a living by what we get, but we make a life by what we give."  Winston Churchill 


We at BenefitfitPlace.biz and BP TradeShow.com want to wish everyone - and especially our Friends in the Insurance and Benefits Industries - a Very Merry Christmas, Happy Channukah and a Safe, Healthy and Joy Filled Years End! 

In these times of Economic Stress, Unemployment, and with Individuals and Families in Need, I hope that we all can find it in our Hearts and Wallets to be as generous as possible!

Let's commit to continuing that compassion throughout 2012 an Beyond!  We should also try to remember that kind words and a friendly smile will go a long way toward making another person's day Better and Brighter!

HAPPY HOLIDAYS!!!