What was once a stressful, chaotic sprint at the end of every year has now evolved into a calculated push to cap a 12-month marathon. (Image: Shutterstock)
Like so many aspects of the benefits business, open enrollment looks far different today than it did when most of you started your career. What was once a stressful, chaotic sprint at the end of every year has now evolved into a calculated push to cap a 12-month marathon.
To get a better idea of how enrollment has changed and the ways brokers have adapted to keep up, we asked our readers for their strategies, opinions and advice as we head into October. Their answers provide a great cheat sheet that covers a wide range of topics and issues, including tailoring benefits communications, the impact of technology and artificial intelligence, creating long-term benefits strategies, how to start small, and much more. I'd suggest tearing out these pages and sticking them on the wall of your office, because there's plenty of great tidbits that will provide inspiration and guidance throughout the year.
BenefitsPRO editor-in-chief Paul Wilson offers some direction to brokers as they prepare for the busy open enrollment season.
In addition, our annual employer survey offers valuable insights into what matters most to your clients and prospects. The good news is that although technology plays an increasingly important role in everything from enrollment to compliance, employers still look to their benefits advisors for advice. This year's survey touches on everything from strengthening client relationships to the impacts of outside factors like the gig economy and the upcoming election to the worries that are keeping your clients up at night.
Browse the October digital edition
of BenefitsPRO magazine.
This month's issue also take a closer look at the role that genetic testing and precision medicine will play in benefits design in the not-so-distant future. As Dan Cook writes, "genetic testing is still an infant in the benefits design world. Insurers, including Aetna, have begun to pay for the services, but it remains a new concept for traditional brokers, and many medical professionals resist endorsing it." However, more individuals and employers are demanding access to genetic tools to help improve employee health and cut down on the cost of care, which means this is an area to watch going forward.
As benefits advisors and their clients continually retool and rethink their strategies in the ongoing fight to improve benefits plans and battle rising costs, their need for information and advice also continues to grow and change. This month's issue provides a wide range of content to help you and your clients finish the year on a high note.
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Paul Wilson
Paul Wilson is the editor-in-chief of BenefitsPRO Magazine and BenefitsPRO.com. He has covered the insurance industry for more than a decade, including stints at Retirement Advisor Magazine and ProducersWeb.
