If youve gotten to this page after reading the upfront stories on long term care, then you no doubt understand why the long term care insurance market is widely considered an area bubbling over with new and creative ideas.

Part of the reason for this is simple. LTC insurance is a great product serving a great need, yet it is one subject with great misconceptions that have until now greatly undercut its reach.

The industry people who create and sell LTC products are believers. They project todays LTC trends into the future and see how absolutely necessary it is for LTC insurance to take hold and finally come into its own. There really is no other choice.

This passion born of necessity is something that has characterized the LTC market from the beginning. But the pace is picking up and generating more excitement and creative thinking as it goes on. All the proof you need is in these stories and all the other coverage you find in these pages week in and week out and in our monthly online newsletter, LTC e-Wire.


Reproduced from National Underwriter Life & Health/Financial Services Edition, January 20, 2003. Copyright 2003 by The National Underwriter Company in the serial publication. All rights reserved.Copyright in this article as an independent work may be held by the author.