How does it feel to be the Darth Vader of the benefits industry? (Photo: Shutterstock)

Darth Vader?

I wasn't sure what to make of it last fall at the Q4 Intelligence Summit when someone walked by after my keynote and asked, “How does it feel to be the Darth Vader of the benefits industry?” I could not tell initially if it was intended to be a compliment, but for those who already know me, you will understand that either way, driving action items from audience members is what gets my blood pumping the most, so I'll take it!

“You jumped from the dark side, coming from the hospital side over to join us brokers and benefits advisors. You're ratting them out,” the gentleman added. Realizing now that he was attempting to compliment me, I decided to take my dark helmet off and introduce myself.

While I was not truly wearing a dark helmet as I left the stage, his point was right on. I am here to shake the tree, as American businesses are being bankrupted by skyrocketing health care costs. I do not ever intend to be an expert on benefits or health insurance, but what I do hope to do is leave a legacy of American businesses engaging in the health care benefits discussion to start driving their costs downward.

➤➤ Be sure to attend Josh Luke's Closing Keynote session, “Ben Talks – Why Does It Matter?” April 3 at 4:15 p.m. at the 2019 BenefitsPRO Broker Expo.

Think of me more as the “Chief Tree Shaker” rather than the evil emperor's protégé.

I am looking forward to serving as a keynote for the closing session at this year's BenefitsPRO Broker Expo. The closing keynote session will feature Ted-Talk style speakers that will engage, entertain and educate on the latest in benefits trends and corporate benefit wish lists. During the session you can count on seeing my recently released “Welcome to the Hospital” 1980s rock-n-roll parody video as part of my tree-shaking efforts in Miami. The video launched on my YouTube Channel in January and has already surpassed 50,000 views.

Now more than ever, American businesses are declaring war on skyrocketing health care costs. My closing keynote, “The Eight Words that Killed American Health Care” will dispel the myth that it's just global brands like Amazon, Google, Apple and Tesla that are transforming their benefit offerings. In just a few short minutes from the stage I will provide examples of small and mid-market companies that are pushing the envelope to include genomics, DNA testing, functional medicine, disease-specific programs, cost sharing options and behavioral health and anxiety support services.

The message is resonating. Benefits are the number-two cost in most businesses and there is no longer room to allow those costs to unjustifiably increase year over year. America is declaring war on health care costs. While Amazon and Google may be leading the charge, small and mid-market businesses are not waiting to see how it goes, they are hungry for options to reduce costs and enhance personalized and preventative medicine options as well. As a benefits adviser, if you are not well versed, educated and prepared to have an educated discussion with your clients and prospects about these offerings, well, they're likely to turn to someone who will.

Let's make a deal: I'll keep shaking the tree, you engage and provide clients options. Then we all win. See you in Miami. I'll be the guy in the dark cape and helmet in the closing session.

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