BIP Winter 2024

+ INTRODUCING

WINTER 2024

BROKER VOICES: SHOWCASING THE VALUE NABIP MEMBERS BRING TO THE HEALTHCARE INDUSTRY

Official magazine of NABIP AMPLIFY YOUR VOICE

Join Joshua Haberman and the NABIP

PAC to drive advocacy in Washington + NABIP RVP S

UNVEIL THEIR 2025 VISION — AND HOW MEMBERS ARE KEY TO ACHIEVING IT

WINTER 2024

Official magazine of NABIP

NABIP Shaping the future of healthcare

Volume 71 No.3

EDITOR-IN-CHIEF Elizabeth Galentine elizabeth.galentine@contentovation.com

ADVERTISING SALES MCI USA (410) 584-1901 katy.lewis@wearemci.com

focus 34

PRINTER Walsworth (573) 442 8714 www.walsworth.com

REPRINTS MCI USA (410) 584-1901 katy.lewis@wearemci.com MAILING ADDRESS 999 E Street NW, Suite 400 Washington, D.C. 20004

26 A force of influence NABIP PAC and its leaders, like PAC Chair Joshua Haberman, are driving change through strategic giving, bipartisan collaboration and the power of personal stories to secure a strong voice in Washington, D.C. 32 Broker Voices: Mark Gaunya Longtime NABIP member Mark Gaunya shares his journey from industry insider to advocate, using decades of experience to simplify healthcare and drive impactful solutions for clients. 34 2025 regional outlook NABIP’s regional leaders share plans to streamline operations, drive membership growth and foster leadership continuity to strengthen the association in the new year.

EDITORIAL & DESIGN ContentOvation with Therium Studio

www.ContentOvation.com jamie.green@contentovation.com

www.theriumstudio.com melissa@theriumstudio.com

The opinions expressed in this magazine are not necessarily endorsed by NABIP nor does the magazine assume responsibility for statements made in advertisements or published articles. Send editorial submissions to: bip Editor, 999 E Street NW, Suite 400, Washington, D.C. 20004. bip (ISSN 2475-5826, publication no. 238660), 2024, volume 71, number 3 Published 4 times per year (Spring, Summer, Fall, Winter) by the National Association of Benefits and Insurance Professionals, 999 E Street NW, Suite 400, Washington, D.C., 20004. $25 annual subscription price is included in NABIP member dues. Periodical postage paid at Washington, D.C., and additional mailing offices.

On the cover: photography by David Ellis

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inspiration

We need to light a fire and get non-members on board. — Robert Tierney, Region VII vice president

02 LETTER FROM THE CEO Jessica Brooks

Woods on NABIP members’ resilience, advocates for broker viability and the path forward. THE PRESIDENT Alycia Riedl emphasizes the power of member engagement to tackle industry challenges,

6

04 LETTER FROM

10 INDUSTRY

INNOVATION Long-term care advocacy; camper becomes a Medicare information hub.

14 PROFESSIONAL DEVELOPMENT

from Medicare disruptions to shaping impactful policy advocacy. 06 NABIP IN ACTION Introducing the State Affairs Quarterly Report; NABIP’s new MERP CE course.

Six critical areas of business risk; boost your social media.

18 VOICES

Ethical brokers drive accountability; the essentiality of DEIB; shine as a speaker.

action 44 HEALTHCARE IS LOCAL The Wisconsin chapter’s renaissance.

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46 ONGOING

EDUCATION Love for learning fuels an REBC designation. 48 ENGAGEMENT A passionate Medicare advocate; Where in the World is NABIP? 52 THE MIDDLE MAN Sara Walker Hite bridges the employer-Medicare insurance gap.

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Letter from the CEO

We must continue to fight to protect the healthcare consumers who depend on us

This past year, NABIP members have navigated challenges with unwavering resilience, proving that your expertise is essential to the well-being of fami lies, businesses and entire communities. Through our Brokers Making a Difference Cam paign, we shine a light on the profound impact you have on the lives of those you serve. From guiding small business owners through Affordable Care Act options to securing life-saving Medicare coverage for seniors, your dedication goes beyond the transac tional — it is deeply personal. Whether it’s staying up late to resolve issues with insurers or helping clients in unexpected ways, you embody the heart of our mission: ensuring access to quality, affordable healthcare for all. Your work represents more than professionalism; it’s a commitment to humanity. You are community leaders, small business owners and trusted advisors

Scan the QR code below

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to access the agent

who step up daily to bridge gaps in our complex healthcare system. However, alongside these successes, we face mounting challenges. One of the most pressing is the troubling trend of carriers eliminat ing Medicare commissions. By diminishing brokers’ ability to sustain their businesses, carriers inadvertently harm consumers, particularly the most vulnerable populations. Without brokers’ guidance, navigating Medicare, ACA or employer-sponsored options becomes nearly impos sible for many. The expertise you provide — whether ensuring a senior receives critical medications or helping a family secure dental coverage for the first time — is irreplaceable. By connecting the dots between broker viability and consumer ac cess, we can highlight how these decisions jeopardize the very people health plans aim to serve. We urge carriers and policymakers to recog nize the unintended consequences. As we approach NABIP’s Capitol Conference, I encourage each of you to continue sharing your stories. These narratives, paired with the voices of your clients, are powerful tools to educate lawmakers and stakeholders on the indispensable role brokers play. Together, we can en sure that your contributions are understood and valued and that future policies support — not hinder — the critical services you provide.

& broker Medicare survey and the Medicare beneficiary testimonial survey. Share your story with NABIP today!

Thank you for your perseverance, dedication and passion. You are the backbone of our mission,

and your work inspires us all.

”

Jessica Brooks-Woods CEO, NABIP

2 bip magazine Winter 2024

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Letter from the President

Your voice matters in shaping our industry

NABIP’s greatest strength lies in its members — our voices, our actions and our collective resolve. Whether you are a long-time member or just joined our association, your engagement is vital. Our Medicare testimonial surveys reflect a first-of-its-kind effort to capture the perspectives of agents and beneficiaries in response to last minute commission cuts and regulatory shifts. We aim to reach 10,000 responses — a powerful dataset that will help us engage with legislators and regulators during Capitol Conference. These stories provide the evidence we need to demonstrate the real-world impact of policy decisions on small business owners and the seniors they serve. This is where your involvement becomes crucial. Sharing your experiences and encouraging others to do the same adds depth

and authenticity to our advocacy efforts. Your voice can influence policy decisions. Scan the QR code on p. 2 to access the surveys. Even if you don’t work in the Medicare market, all NABIP members must pay attention. We anticipate a trickle-down effect in other markets, especially if carriers start seeing each other pulling commissions without consequences. Associations like ours are not passive service providers. We thrive on collaboration, community and shared effort. To that end, we are reintroducing our Brokers Making a Difference initiative, highlighting the essential role agents and brokers play in healthcare and beyond. We are also providing ways for you to engage: • Advocacy: Attend Capitol Conference in February to meet with lawmakers and advocate for policies that support our profession. • Surveys: Share your voice through NABIP surveys and encourage others to do the same. Your input shapes our strategies and strengthens our case in legislative discussions. • Resources: Leverage NABIP’s tools, certifications and educational programs to stay informed and competitive. • Recruitment: Invite colleagues to join NABIP. Every member adds strength to our collective voice. As you set your goals for the year, NABIP is here to support your success, advocate for your needs and help you navigate this evolving industry. Future Forward.

We look forward to seeing you at Capitol

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Conference in Washington, D.C., February 23-26. Register today at nabip. org/events/ capitol conference

Thank you for your commitment to NABIP. Your involvement makes all the difference. Together, we lead.

”

Alycia Riedl President, NABIP

photo by Cary Rothschild

4 bip magazine Winter 2024

NABIP in Action

PBM reform PBM reform was and will continue to be a hot topic for state legislatures. In 2024, NABIP identified 25 priority bills across 12 states. This number is expected to rise in 2025, with more states convening along with some of the 2024 bills being refiled. Dispensing fees: Twenty one out of the 25 priority PBM reform bills NABIP monitored and advocated in 2024 contained dispensing fees. These are $10 fees meant to help community pharmacies, but these costs will inevitably be passed along to the consumer, resulting in significantly higher prices per prescription dispensed. Outlook: It is expected that more of these bills will be introduced in 2025, with more states convening. Model legislation: Iowa is identified as a state where there is a desire, as well as an opportunity, to introduce NABIP’s model legislation. Marcie Strouse, the Region IV legislative chair, and other members of the Iowa Chapter have been actively meeting with stakeholders in the state and getting feedback. While no stakeholders are necessarily opposed to any aspect of the model bill, the changes to existing law will need to be done incrementally, so the Rx Working Group is scaling the bill’s scope back to establish momentum while opening the door to introducing the rest of the bill in pieces over the next few sessions.

Key legislative wins and challenges NABIP’s new State Affairs Quarterly Report highlights legislation we’re actively invested in across the U.S. and issues we anticipate will be prevalent in 2025. By Max Karlin STATE AFFAIRS QUARTERLY REPORT:

Birthday rule/ Medicare Supplement enrollment In 2024, only four states considered birthday rule

birthday rule. NABIP chapters in California and Virginia were engaged on these bills, which were both considered to be viable and were able to effectively kill both bills. California: CAHIP opposed SB 1236, which would allow

legislation. California introduced a bill that would have expanded significantly upon its existing

6 bip magazine Winter 2024

Coverage mandates

anyone with a Part B plan to drop Medicare Supplement coverage throughout the year and re-enroll guarantee issue from January 1 through March 31 yearly. This practice would drive up costs for Medicare Supplement plans. California has already instituted a birthday rule allowing for a 60-day window following an enrollee’s birthday to change plans without underwriting; however, under the birthday rule, an individual must already be enrolled in a Medicare Supplement plan, whereas the provisions of SB 1236 create a “use it and drop” scenario that will ultimately drive up costs for everyone. CAHIP was instrumental in this bill’s defeat, with the bill dying within 24 hours of CAHIP’s Capitol Summit. California Outlook: California’s legislature is not like Virginia’s, where there is a procedure for bills to be “assigned” or “re-assigned” to freshman legislators. It is unclear at this point if this language will be reintroduced Check your email inbox for NABIP’s new Impact & Influence Quarterly Report. It highlights NABIP’s advocacy, innovation and leadership, showcasing NABIP’s value to members and industry partners.

In 2024, much like every other year, states introduced dozens of bills that would mandate coverage for specific services or drugs. NABIP’s broad approach to these bills is that coverage mandates for services like routine screenings that are non-controversial, are largely already covered and do not have a significant impact on premiums will not be prioritized. However, NABIP will weigh in on these bills when the service or drug has an extremely high cost that will have a significant impact on premiums. Ozempic/GLP-1 weight loss drug mandates: These bills were popular in the 2024 session but will be even more popular in 2025. These mandates are a concern because these drugs cost nearly $1,000 per month per utilizing member and would increase employers’ healthcare spending by 50% if only half of an employer’s eligible workforce takes these drugs. Outlook: In 2024, NABIP closely monitored five viable bills that required coverage of anti-obesity drugs by private insurance and three that required coverage under Medicaid. With more states convening in 2025 and the overall conversation around anti-obesity drugs expanding, it is expected that this number will rise.

Virginia: Virginia introduced HB 64, a standard birthday rule bill that would establish an enrollment period on the day of the individual’s birthday that would last for 30 days thereafter. NABIP-VA visited the sponsor during their day on the Hill and educated the sponsor on the pitfalls of this legislation. After the meeting, much of the initial support for the bill was lost. Virginia Outlook: According to sources in the state, a bill with similar or identical language will be introduced at the next session but likely by a different delegate. In Virginia, the legislature has a “basket of bills” which are distributed to freshman members by leadership to give them bills to sponsor and potentially give them an easy win early in their career. It is likely that the birthday rule bill language is a “basket bill” and will be passed out to another freshman member of the legislature randomly. Because of this, it will likely be easy to defeat the next session.

in 2025, but other industry stakeholders are anticipating that it will be. NABIP will be ready for when the time comes with a grassroots approach to this bill. left: uschools, erdikocak / istock. right: it:mickeyd_600, Remigiusz Gora / istock

Winter 2024 bip magazine 7

NABIP in Action

Alternative funding options are gaining popularity as a tool to combat health benefits challenges — and brokers are feeling the pressure to deliver new approaches. “Employers are saying, ‘My fully funded plan is no longer serving my organization or my people, but I can’t self-fund,” says Jody Schreffler, SVP of marketing and business development for Nonstop Health. “‘What are you going to do for me, benefits advisor?’”

Add MERPs to your alternative funding arsenal Learn how to implement MERPs with NABIP’s new CE course from Nonstop Health.

Drazen_ / istock

8 bip magazine Winter 2024

TIP: Ready to enroll? Visit nabip.org/ professional-development/ courses/merps to sign up today. Or, reach out to professionaldevelopment@ nabip.org for more information.

• The ideal groups for implementing a MERP • The similarities and differences between MERPs and typical health reimbursement arrangements (HRAs) • The potential advantages MERPs offer over traditional insurance plans • The fiduciary duties associated with offering a MERP Because MERPs can take away copays, deductibles and coinsurance at zero out-of pocket cost to the member, they can create significant bottom line savings, Schreffler says. “One broker used our program to reduce premiums by 27%,” she says. “When brokers see that, they say, ‘This is too good to be true. There’s no way.’ And now I get to say, ‘Well, go and learn about what a MERP is and then you can better understand our program.’” The course is broken up into four one-hour classes, which can be taken consecutively or stand-alone: • Part 1: Introduction to Medical Expense Reimbursement Plans • Part 2: Designing a MERP • Part 3: Administration of MERPs • Part 4: Challenges & Best Practices Timing that works for you Not sure you want to commit material is also available. “It’s a more digestible version of the content,” says Schreffler. ”It’s like the appetizer to the main to a four-hour CE course? A non-CE version of the

course [and attendees] can figure out if they would like to pursue learning more about MERPs.” Schreffler says after the crunch of the fourth quarter workload, the new year is a perfect time to take a step back and think about how to grow your business and differentiate yourself as an advisor. “Ask yourself, ‘What other solutions might benefit the employers I’m trying to serve?’” she says. She notes that January is ideal for starting the education process because if you wait until the fall to start investigating MERPs, you likely won’t have enough time to become proficient in selling the MERP option with confidence. Schreffler says the impact of MERPs on clients can’t be underestimated. “If you go to an open enrollment meeting and tell a client, ‘You no longer have any out-of-pocket,’ people cry,” she says. “It is so emotional. I have had people come up to me and say, ‘Because I didn’t have to pay for it, I was able to detect that I had cancer and get treatment because I didn’t have any financial barrier.’”

Enter Medical Expense Reimbursement Plans (MERPs). NABIP is arming insurance professionals with the knowledge to implement MERPs with a new four hour continuing education course. Sponsored by Nonstop Administration and Insurance Services, Inc., and developed by industry experts at MZQ Consulting, the MERP CE course will guide attendees through the key aspects of these plans, including:

Winter 2024 bip magazine 9

Industry Innovation

Why long-term care needs to be part of

the benefits conversation With LTC programs gaining traction, brokers can help employers stay ahead of legislation and enhance their benefits portfolio.

LTC advocacy NABIP’s Long-Term Care Working Group is working the advocacy angle to engage relevant congressional committees on the importance of financing long-term care. Specific focus areas include IRS Section 125 reform to include long-term care as a pre-tax benefit and Fix SECURE 2.0, a bill that would provide penalty free and tax-free withdrawal of funds from retirement accounts to pay for long-term care insurance. The Working Group also emphasizes keeping members updated on the long-term care discussions happening in state legislatures But even in states that aren’t considering legislative action, there is a huge market opportunity for long-term care. With only 19% of the U.S. population using a financial planner, the employer is the de facto benefits and financial planning resource for most workers. “I’m getting my disability, I’m getting education on my 401(k), besides all the typical health insurance benefits [from my employer],” Martin as more states consider mandatory programs.

One in four: That’s the number of working Americans who are caregivers. And with hundreds of billions of dollars at stake in caretakers taking unpaid time off, the economic and societal impact of long term care is causing some states to take action. “The planning conversation is absolutely important for young people,” says Lynn Lewis, a member of NABIP’s Long-Term Care Working Group. “People quite often think, ‘Oh, why do I need to think long-term care? I’m only in my 30s.’ But the planning stage is right now. It’s not a conversation for tomorrow.” It’s a conversation that’s front and center in Washington state, which implemented a mandatory long-term care insurance program called the WA Cares Fund. It’s funded through a payroll tax, but residents can opt out if they have existing coverage. “[The action in Washington] started group long-term care insurance plans coming back into the marketplace,“ says Lori Martin, chair of NABIP’s Long Term Care Working Group. “I have a Boeing employee who’s 22 years old. I can’t even find a plan for him because he’s too young. But he wants a plan because he wants to opt out of that payroll tax, and group LTC plans offer coverage to young employees.” Martin says many states — including California, Michigan, Illinois and Minnesota — are considering long-term care programs for employees. And employer groups are taking notice. “Employers are saying, ‘Maybe there is going to be a payroll tax, maybe not,” Martin says. “But this is a great benefit to offer our employees. A lot of them are caregivers now, or they certainly know the consequences of providing care and not being able to work.”

Visit NABIP’s Long-Term Care portal for LTC resources and education at nabip.org/ membership resources/ltc portal.

10 bip magazine Winter 2024

There are many great bells and whistles to these plans that you don’t find in the individual market. — LTC Working Group Chair Lori Martin “ ” says. “So why not add this really important retirement planning benefit to what you’re offering to your employees, whether it’s employer-paid or, most often, a voluntary plan?” Martin says brokers should consider promoting long-term care off-cycle because, in the crush of open enrollment, long term care can get lost at the end of a lengthy benefit list. “I think you can certainly bring it up any time of the year, and it really is better to offer it off cycle,” Martin says. “You get a lot more engagement, and if you offer a voluntary plan, you have participation requirements just like you do with every other plan, so you want to get the most people to apply. There are many great bells and whistles to these plans that you don’t find in the individual market.”

Visual Generation / iStock

Industry Innovation

Camper creates Medicare connections Carrie Espinosa takes her show on the road to educate consumers.

Building relationships Nostalgia Day in Zion, Illinois, was a perfect event to showcase the camper and talk with attendees. “It’s a great way to build relationships and opportunities for conversation that then become business opportunities,” she says. “People will say, ‘Oh, my gosh, my parents had one of these when I was growing up.’ So that’s kind of how the conversation starts. And I tell them, ‘I thought this would be a great way to begin the conversation that today’s Medicare isn’t your parents’ Medicare.’” Espinosa says the conversation then typically moves into how Medicare has evolved beyond the original Medicare program to additional options that can often be better suited for the client. She says she tries to sit down with each client and do a one-on one consultation to ensure her recommendations best meet the client’s needs. “That’s what I do for a living, help people navigate Medicare, and with the camper, my grandmother is there engaging people as the Medicare poster child,” she says. “Our lives are so busy. When we can combine efforts and make something that’s business and also fun, that’s success. And when we can make insurance consumer-driven, friendly and fun, people are way more receptive.”

Carrie Espinosa knew the minute she saw the vintage camper online that she had to have it. “I thought, ‘Gosh, I haven’t been doing any marketing,’” she says. “I’m always trying to be available for my grandmother, Nancy, and doing everything I need to do to keep the agency functioning. I’m going to go buy this, and Grams and I are going to be the roadshow. We’re going to go to different farmer’s markets throughout the area and just have a presence.” Espinosa has owned Horizon Benefit Services in Gurnee, Illinois, since 2013, although the agency has been around since the 1980s. While Horizon started as benefits-only, when Espinosa took over, she saw an increasing need for clients to understand Medicare and, eventually, Affordable Care Act individual coverage.

Carrier Espinosa (left) with her friend Cathleen Eager, who painted the back of the camper with, ‘Got Medicare Questions? We have answers!’.

Carrie Espinosa

revamped a vintage camper from the inside out to hold Medicare informational meetings.

She now refers to the agency as “a hire-to-retire” solution for the community. The camper has enabled Espinosa to get out in her community in new ways, helping her bring in new business while educating the community on the role she plays. “I’ve grown up in this community all my life,” she says. “Many of the people I serve — like a woman I just helped recently — have known me since I was a kid. I think it’s that familiar face, that caring persona and the opportunity to walk up and ask questions and not feel like they will be pushed into any sort of sale.

12 bip magazine Winter 2024

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626000

Fall 2024 bip magazine 13

Professional Development

3 Property

Whether it’s buildings, equipment, tools, data,

vehicles or other forms of property, all can be vulnerable. “All businesses need to protect themselves against the hazards that could exist relative to where they are geographically, such as fire, flood, tornadoes, hurricanes,

6 areas of business risk to monitor Taking a proactive approach to risk management is essential for brokers to safeguard their business across six key areas.

et cetera,” said Jasinski. 4 Operational

Operational risk exposure can mean the risk of

disruption from local events or loss of key individuals. “Let’s say a contractor goes out of business, and they’re a major resource for ... your business operations. That’s a business-associated risk that needs to be contemplated in your grand scheme of risk analysis,” said Jasinski. 5 Reputational Reputational risk is often overlooked but can have significant consequences. Bad press, whether from articles, local TV news or bad reviews, "can result in an unfavorable outcome for a client, associate or employee. This type of stuff is a very big business risk for organizations,” said Jasinski. 6 Liability Professional liability is the No. 1 liability exposure for insurance agents and agencies, according to Jasinski. He said the top three causes of E&O loss for life and health agents and agencies include: • Failure to disclose something in a transaction in the sales process. • Misrepresentation, which is erroneous disclosure. • Incorrect or incomplete applications.

While avoidance is one way to eliminate or reduce business risk, it is not a foolproof method. It’s critical to take a proactive approach to risk. “Risk comes upon us every day, and we have to make split decisions. Avoidance is certainly one way to do it — by not partaking, staying removed or ignoring,” said John Jasinski, SVP, CalSurance, a division of Brown and Brown Program Insurance Services Inc., during a recent NABIP webinar. “But sometimes that’s not a good business decision.” Alternatively, Jasinski, who is an Associate in Risk Management (ARM), shared six areas of business risk actively to monitor. 1 Legal Licensing comes with the territory for insurance agents,

and so do the consequences of noncompliance. “If we are found to be out of compliance, for example, operating without a license, or we miss renewing a license, we can face loss of license,” said Jasinski. “This is obviously a legal business risk of proportion that could shut down part of the business

TIP: NABIP’s exclusive E&O Insurance Program, in partnership with CalSurance, offers competitive

revenue stream.” 2 Security

Cyber liability insurance is essential for businesses

rates and expanded coverage. Reach

that handle data or R&D. “Frequent password changing is key to security,” said Jasinski. “Additionally, protecting trade secrets is another critical security element, especially for companies developing technology, goods and services.”

Account Manager Lindsey Pilla at lpilla@ calsurance. com.

retrorocket / iStock, Hase-Hoch-2 / iStock

14 bip magazine Winter 2024

matter what type of content you post, make it stand out visually. “Create compelling imagery, so when people scroll through your feed, it hits a nerve,” she says. “There has to be something about it that draws your attention.” Make it easy There are plenty of hacks when it comes to executing your social media plan. Prior’s favorite tools include Hootsuite, Canva and Buffer. “Buffer connects all of your social profiles on the back end,” she says. “You put the post in, schedule it, and it goes to [all your profiles] at once.” Use selective tagging While at one time hashtags and tagging were all the rage, social media algorithms have become more sophisticated. Prior suggests limiting the number of people you tag — and tag them in the comment section so they can start engaging with your post. “A best practice, especially if you’re shar ing editorial content, is to tag the author,” she says. “Your reach will go up exponentially.” Be interactive The more engagement you cre ate, the better your content will perform. “If someone comments on your post and you don’t have anything to say back, just like the comment,” she says. “Be prompt when people comment or message them back. That sends a message that you care.”

Five billion users turn to social media platforms for information, interaction and more. If your business isn’t there, you’re leaving a network of potential customers untapped. “Social media works best when you balance strategy with personality — let your audience see the real you while delivering content that matters," says Megan Thomas, owner of Social Coverage Collective and NABIP Marketing & Communications chair. But it doesn't need to be difficult or overwhelming, says Sheila Prior, president of Arizona NABIP. “When I talk to people about social media, a huge barrier is: How do I start?” she told attendees at NABIP’s Annual Convention, where she offered targeted tips to help jumpstart your social media presence. How to get socially savvy Streamline your messaging and workflow to make social media manageable.

Set goals “Don’t go into this haphazard and blind,” Prior says. Is your goal to increase brand awareness? Gener ate leads? Improve customer engagement? Be clear on your ob jective and then track the analytics that will measure your progress. Choose platforms strategically Every social media channel has a different target audience. Prior prefers using LinkedIn and Ins tagram because they best match her business needs. “You want the platform you choose to operate in to match the demographic you’re trying to reach,” she says.

Develop a content plan Creating a content calen dar, planning and scheduling posts are key to delivering efficient and consistent mes saging — and with consistency comes reach. Prior says agents shouldn’t be locked into just one type of social content. “People interacting with their families and pets just makes you feel good,” she says. Also, leverage product recommendations, thought leadership and infographics. And don’t ignore the potential of user-generated content, which goes back to the customer-client interaction through profiles. No

"Small, consistent steps on

social media can yield big results over time." — Megan Thomas, NABIP Marketing & Communica tions chair

Winter 2024 bip magazine 15

Professional Development

Benefits need bilingual access Non-native English speakers need more support for benefits education, mental health services and more.

Spanish-language mental health services for the Latino community. The panelists agreed that the healthcare community’s challenge with serving Latinos starts with benefits education. Accessible benefits education Avila, who attends many open enrollment presentations, says a translator isn’t a catch-all solution. The Spanish-speaking portion of the audience still “gets a glazed look” when the speaker is talking too fast and the translator can’t keep up. While the carrier thinks they meet the need by providing a translator, they aren’t educating the audience. More collateral in Spanish and other resources are needed. And beyond language barriers, there is also a genera tional factor at play in educating the Latino community. “When we talk about bilin gualism and the importance of this education, it is not only in an other language — it’s also genera tional,” she said. “Gen Z still rely on their parents. And especially now that they don’t have to come off their parent’s plan until age 26, they’re not in a hurry to find out Suarez said it is important that medical intakes — particularly mental health intakes — are conducted in Spanish so that the patient can properly express themselves. When Suarez was what 'deductible' means.” Mental health gap

The United States already has more Spanish speakers than Spain, and by 2050, the U.S. will have more Spanish speakers than Mexico. The industry must ad dress how to better communicate with Latino communities about insurance, healthcare and benefits. Ruby Ulloa of Savoy Associ ates mentors Hispanic and mi nority brokers, bridging cultural gaps in the benefits industry. She notes that many Hispanics who have come to the U.S. in the last two decades don’t have a famil iarity with insurance. “Typically, in Central America, many areas in Mexico, South America and the Caribbean, most people only know about insurance because of

elites,” she told attendees during the panel discussion “Equity in the Workplace — Benefit Bilin gual Translation” at NABIP’s Annual Convention. “You have to be very wealthy to have access to insurance in those countries. And so there’s a disconnect when they come to the United States. That’s why we need to create awareness and bring forward bilingual ism so that our people don’t fall behind,” she said. Ulloa was joined on the panel by Rosario Avila, who launched Alianza, the Spanish language di vision of Arrow Benefits, and Luis Suarez, founder of Sanarai, a firm focused on access to high-quality

Only 5% of mental health professionals in the U.S. can administer their services in Spanish versus 13% — and growing — of the

population that speaks Spanish at home.

MarsBars / iStock

16 bip magazine Winter 2024

struggling to find a mental health resource who could speak Span ish for his mental healthcare, he realized how large the availability gap was. “Only 5% of mental health professionals in the U.S. can administer their services in Spanish versus 13% — and growing — of the population that speaks Spanish at home,” he says. “And many of them are uninsured or underinsured.”

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We need to create awareness and bring

forward bilingualism so that our people don’t fall behind.

His company, Sanarai, connects U.S. patients who speak Spanish with mental health professionals in Latin America to provide culturally relevant Spanish language care. The network has grown to provide thousands of sessions each month. Mind the nuance Ulloa said a big mistake the benefits industry makes in serv ing Spanish-speaking customers is assuming everyone has a language reference from Mexico. “I love Mexico and Mexican people, but we’re not all Mexican,” she said. “There are people from the Caribbean. We have people from South America. I’ve held employee benefits meetings in Or lando, where Spanglish works best. If I had done my meetings one hundred percent in Spanish, they would have been lost. If I did it in English, they were even more lost. If you do it in Spanglish, they’ll fully understand what you’re say ing. I had to adjust to that rhythm. That’s how people understand.”

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Winter 2024 bip magazine 17

Voices

At the forefront of consumer protection Ethical brokers drive accountability in health insurance, urging regulators to expose bad actors and protect consumers. By Joshua Brooker

sign-ups and plan changes, with many involving individuals never before insured under the ACA. Ethical brokers, such as those affiliated with NABIP, have been instrumental in reporting such cases to CMS. In many ways, ethical brokers are the reason these bad actors are finally being exposed. The core mission of ethical brokers remains unchanged: to serve as advocates for their clients, ensuring that consumers receive the coverage they need and deserve. Brokers are vital in navigating the complex world of health insurance, providing transparency, guidance and expertise that most consumers would not have on their own. As we move forward, it’s crucial that the public and the media recognize the distinction between the few bad actors and the many ethical professionals who are committed to protecting consumer interests. NABIP will continue to work closely with CMS to develop better oversight mechanisms and ensure that unethical behavior is swiftly addressed. But we also urge the media to take a more nuanced view of the issue — one that acknowledges the critical role ethical brokers play in the system. Ethical brokers are not the problem — they are part of the solution.

Individual health insurance has undergone significant changes in recent years, leading to increased scrutiny of brokers. The Centers for Medicare and Medicaid Services (CMS) and media have highlighted concerns about “bad actors” in the broker community, sometimes framing insurance brokers as part of the problem. However, this narrative fails to tell the whole story. At an increasing pace over the last five years, NABIP has engaged in closed-door meetings with CMS, consistently highlighting the rise in unethical behaviors. In fact, NABIP’s ethical brokers first brought these concerns to light, requesting stricter oversight to protect consumers. Our organization has stronger enforcement measures. We recognized early on that a few unscrupulous agents were exploiting regulatory loopholes to the detriment of consumers. Since the fall of 2023, CMS has asked ethical brokers to shift from private internal reports to more public and formal reports to the call center of any instances of unethical conduct. The natural progression is an uptick in documented complaints against consistently advocated for greater transparency and

Joshua Brooker is immediate past chair and a member of the NABIP Individual Markets Working Group.

TIP: The conversation should not

bad actors. Unfortunately, many of these complaints have been misinterpreted as a systemic issue with brokers. As a result, we’ve seen a growing public perception that brokers are a problem rather than a solution. The real story The truth is that the vast majority of health insurance brokers operate with the highest ethical standards, striving to provide consumers with the best possible coverage options. Some brokers have exploited the system to boost commissions, misleading vulnerable consumers with “free cash” promises in exchange for switching insurance plans. CMS reports receiving over 208,000 complaints in 2024 alone regarding unauthorized

be about whether brokers as

a whole are trustworthy; it should focus on how we can continue to improve the system and root out those who harm consumers.

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Embrace industry disruption that benefits healthcare consumers Diversity in healthcare isn’t just essential — it’s the key to creating a more inclusive, innovative and effective healthcare system for all. By Susan Rider

considerate of various demo graphic and cultural factors. Additionally, a future-focused approach leveraging the diver sity of thought can drive the de velopment of more personalized and equitable healthcare prac tices, ultimately leading to more improved patient outcomes and an increasingly resilient health care system.

Healthcare is at a crossroads where integrating diverse thought can lead to ground breaking solutions that address the unique needs of varied patient populations. As NABIP, we call upon stakeholders, consumers, health insurance agents, policymakers, insurance carriers, pharmacy benefit managers, healthcare providers and employers to actively foster and promote diversity in healthcare teams. Diversity in healthcare is not just a buzzword; it is a crucial component of providing high quality care that meets the needs of all patients. Consider this powerful statistic: while females comprise 51% of the U.S. population, they only account for 36% of physicians. Additionally, Black, Hispanic and Native American healthcare professionals are significantly underrepresented in the field. These disparities highlight the urgent need for a more diverse healthcare workforce to serve diverse patient popula tions better and reduce health disparities. By working collaboratively, we can create a more inclu

“ ”

Susan Rider is president-elect of NABIP and director of compliance and HR consulting for Human Capital Concept.

By integrating diverse perspectives, such as those advocated by NABIP, the industry can address a broader range of patient needs and innovate more effectively.

sive healthcare system that acknowledges and actively addresses every individual’s unique needs. Together, let’s champion diversity and inclu sion to build a healthier, more affordable healthcare ecosys tem future for all participants. The results of diversity of thought in the healthcare ecosystem are profound and far reaching. By integrating diverse perspectives, such as those ad vocated by NABIP, the industry can address a broader range of patient needs and innovate more effectively. This inclusivity fosters es sential advancements in patient care, ensuring that developed solutions are comprehensive and

Steps the healthcare ecosystem can take today Let us all commit to promot ing diversity and inclusion in healthcare for the benefit of all patients and the betterment of our society, leveraging private market solutions and preserving the role of the insurance agent, the consumer’s trusted advisor. Healthcare organizations, poli cymakers, pharmaceutical compa

Winter 2024 bip magazine 19

Voices

nies, pharmacy benefit managers, employers and individuals all play roles in fostering more significant healthcare equity. By implementing diverse hiring practices, providing cultural competency training and advocating for inclusive policies, we can work toward a healthcare system that truly serves everyone. • Stakeholders: Encourage and invest in initiatives that promote diversity within healthcare teams. • Consumers: Advocate for healthcare solutions that con sider diverse patient needs. • Health Insurance Agents and Carriers: Partner with diverse teams to develop and offer products that cater to a broader patient base.

sive workplace culture that values and promotes diverse perspectives. Consumers will significantly benefit from the healthcare eco system through the initiatives of the NABIP Foundation, which is future-focused and essential. The foundation’s efforts are dedicated to improving health care accessibility, affordability and quality by leveraging in novative solutions and forward thinking strategies. By fostering collaboration among healthcare providers, insurers and policymakers, the NABIP Foundation ensures that consumers receive more person alized and efficient care. This future-focused approach also emphasizes preventive care and wellness programs, ulti mately leading to healthier com munities and reduced long-term healthcare costs for individuals. The importance of diversity in the healthcare ecosystem Having diversity among insur ance agents is crucial because it ensures a broader understand ing of various client needs, leading to more personalized and effective service. A diverse team can better empathize with and address different communities’ unique challenges, fostering trust and inclusion. As NABIP emphasizes, being future-focused and essential, diversity is about fairness and enhancing the industry’s adaptability and innovation. This inclusivity enables the insurance sector to remain relevant and responsive. The diverse makeup of health insurance agents in the

U.S. reveals several key points: • Gender: Most health insur ance agents are women, accounting for 71.4%, while men comprise 28.6%​. • Age: The average age of an employed insurance agent is 45 years old, with 66% being over 40 years old​. • Ethnicity: The insurance agent workforce is predomi nantly white, with 66.4% of all insurance agents identify ing as white (non-Hispanic). Hispanic or Latino agents comprise 15.8%, Black or African American agents constitute 9.3%, and Asian agents represent 4.9%​. To drive industry change and leverage our expertise in Medicare and individual and group employee benefits, we must focus on cultural compe tence, improving communica tion, fostering trust and deliv ering inclusive and effective customer service. These strategies will trans form patient-centered healthcare. Health insurance plays a pivotal role in the diverse communities we serve, act ing as a critical component in ensuring equitable access to healthcare and promoting overall well-being. Organizations like NABIP are essential in this landscape, advocating for policies cater ing to varied populations’ unique needs. By being future-focused, NABIP helps shape an inclusive healthcare system that antici pates and addresses emerging challenges, ensuring that all community members, regard less of their background, can secure the necessary coverage and care they need.

“ ”

Health insurance plays a pivotal role in the diverse communities we serve, acting as a critical component in ensuring equitable access to healthcare and promoting overall well-being.

• Policy Makers: Implement policies that support health equity within the healthcare industry. • Pharmacy Benefit Manag ers: Collaborate with diverse groups to create equitable and effective benefit plans. • Providers: Commit to ongo ing training and education on cultural competency and unconscious bias and actively seek to build diverse teams to enhance patient care and medical services innovation. • Employers: Foster an inclu

20 bip magazine Winter 2024

By implementing these culturally inclusive benefits, organizations foster a supportive work environment and enhance employee satisfaction and retention, driving long-term success. “ ”

The eight dimensions of wellness Addressing the eight dimen sions of wellness — emotional, environmental, financial, intel lectual, occupational, physi cal, social and spiritual — is essential for achieving holistic health and well-being. This comprehensive approach, endorsed by organizations such as NABIP, ensures that individuals are physically healthy and thriving in all areas of their lives. People can better navigate their future challenges and un certainties that arise by focus ing on all dimensions, leading to a more balanced, resilient and fulfilling life. Integrating these dimen sions into wellness programs and policies is crucial for fostering a healthier, more productive society. As health and benefits insurance agents, you play a crucial role in guiding indi viduals and businesses through the intricate landscape of health insurance. You align clients with the most suitable policies and healthcare services by offering expert advice, per sonalized service and financial guidance. Your work hinges on ethics and transparency, ensuring patients receive high-quality, patient-centered care while safeguarding their rights and interests. By acting with integ rity and providing clear, honest information, insurance agents empower consumers to make well-informed decisions about their health coverage. NABIP is a cornerstone in the ever-evolving healthcare ecosystem, ensuring that pri

Consumers can create a healthier, more secure future for themselves and their families by focusing on price transparency, quality care access and finan cial protection. How to foster benefits that are Examples of culturally inclusive benefits that are future-focused and essential include those advocated by NABIP. These benefits encompass comprehensive healthcare plans that cater to the diverse needs of multicultural employees, includ ing mental health services with multilingual counselors and cul turally competent care providers. Additionally, future-focused benefits like flexible work arrange ments accommodate various cultural practices and holidays, promoting work-life balance. Financial wellness programs tailored to different cultural financial literacy levels and edu cation on inclusive retirement planning ensure long-term security for all employees. By implementing these culturally inclusive benefits, or ganizations foster a supportive work environment and enhance employee satisfaction and reten tion, driving long-term success. Efforts such as providing grants for cultural competency training aim to reduce health care disparities and improve access to quality care for diverse populations. By integrating these cultur ally inclusive benefits, health in surance providers can improve care quality, contain costs and build trust with patients from diverse backgrounds. culturally inclusive and future-focused

vate market solutions remain future-focused and inclusive of diverse markets, populations and expertise. As we navigate the com plexities of modern healthcare, NABIP’s Healthcare Bill of Rights (nabip.org/who-we-are/ nabip-healthcare-bill-of-rights) guarantees that consumers are empowered and protected, reinforcing trust and transpar ency. The NABIP Foundation further extends our com mitment to innovation and education, fostering the next generation of health insurance professionals. Despite the changing land scape, the role of the health in surance agent remains pivotal. Our expertise and thought leadership continue to drive meaningful change and adapta tion, ensuring that we meet the needs of all stakeholders. By embracing and leverag ing our collective knowledge, NABIP is dedicated to preserv ing and enhancing the essential role of health insurance agents in delivering comprehensive, ac cessible and high-quality health care solutions for the future.

Winter 2024 bip magazine 21