A baby needs all the help it can get: Incontinence of bowels and bladder demands diapering, cleaning, and bathing. Weak muscles require support to move, eat, and dress.

These six activities become triggers for long-term care (LTC) benefits when adults need the same types of care.

Live long enough and the mind’s decline makes it unsafe to live alone. That’s the other criterion that triggers the need for LTC insurance benefits.

Long-term care insurance (LTCI) remains a life saver. But its name has two problems: “Insurance,” and “long term”.

People have mixed feelings about insurance, some positive, some negative.

“Long term,” with its unknown ending, engenders fear. Too often, just hearing “long-term care insurance” turns folks off, closing the door to them getting the protection and peace of mind an LTC policy provides.

Perhaps it’s time for a name change. Although all consumers know they will die, no one buys “death insurance.” The image is too depressing. But “life insurance” succeeds, because, by sustaining one’s family, one conquers death — byliving on through one’s children.

“LTC insurance” needs a name that generates positive feelings and describes the best aspects of what it does. LTCI pays for beneficiaries to hire experienced care providers who are dedicated to the well being of their charges. These folks actually provide “tender loving care” — TLC.

When LTC is needed, isn’t TLC what’s desired?

Instead of “insurance” consider using the word “coverage.”

Coverage encompasses. Coverage wraps around us like a baby’s blanket.

“Long-term care insurance” could become “tender loving care coverage,” or TLC coverage — a product that helps us when help is most needed.

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