Strategies & Service Innovations Shaping Brokers’ Transformation from Sales Representatives to Strategic Benefits Consultants
Against the backdrop of a rapidly changing regulatory climate, employers require more guidance than ever before in developing an effective health care benefits strategy. Brokers, historically viewed as benefits sales representatives, are recognizing the opportunity to better serve these employers as strategic consultants.
To uncover how brokers are changing to take on this more strategic role, DirectPath surveyed more than 120 health insurance brokers to determine what services they are currently offering, which services are delivering the most business value and how their business models are likely to evolve to best compete in the complex health care market. These brokers, who worked for companies ranging from less than 100 employees to more than 10,000 employees, represent a sample of decision-makers when it comes to their broker firms’ product and service offerings, holding roles in account management, sales and strategy.