Size matters. Service matters. The world of health insurance is in turmoil, but agents who keep these two concepts in mind have the best chance of surviving — and even thriving — in today's competitive environment.

With the growing commoditization of health insurance products, uncontrollable downward pressure on commissions, and the surge of politicians' promises hanging in the air, agents could be forgiven for thinking this is no time to be selling health benefits. But this is actually a time of immense opportunity for those who are able to sort out reality from wishful thinking and who can deliver the consulting services their customers are looking for.

Size Matters Presidential candidates delight their audiences and win big headlines when they talk about health care reform. The Democrats talk about expanding government's role in guaranteeing access and affordability, while the Republicans push for tax incentives and market-based answers. But those who have been around the corridors of power in Washington, D.C. for a long time know that drastic reforms are extremely unlikely. The numbers help explain why: