A 4th of July selfie

Yet we are still here. We are here because, change as we must to adapt, we provide something that is valued in the marketplace. Two recent examples validate that statement.

Last month the liberal Urban Institute and the Robert Wood Johnson Foundation (RWJF) updated their Consumer Assistance Dataset. The survey asked consumers about the sources of information they used when researching health plans on the marketplaces, and asked them to rank their satisfaction with each.

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Those surveyed used a variety of sources to get information. Unsurprising (at least, to those of us in the business) is that the respondents were most satisfied when they worked with brokers. Consumers found working with insurance agents and brokers the most helpful (83.9 percent), and found call centers the least helpful (58.1 percent).

“People are using multiple sources of information to choose the plan thatis right for them,” according to Katherine Hempstead of RWJF. “Spreading the word about enrolling in insurance coverage is important and challenging, and research into consumer patters and preferences can help improve the process for the next open enrollment period.” Some have taken that to the next level.

Maryland originally opted to build its own insurance marketplaces but has not built an online employer exchange. Maryland Health Benefit Exchange officials have decided to ditch the state’s efforts to build a new online small business exchange and have decided instead to turn to the state’s insurance brokers in order to build their own version of a statewide employer marketplace.

The move will save money for the state, which is great if you are a taxpayer in Maryland. What is better, writ large, is that is just one more bit of evidence that underscores the importance that brokers play. The state recognized that most small employers currently purchase plans through a broker and think that they will have more success using a system with which they are familiar – and which they value.

The smart money says that we will see more and more examples like these two. Regardless of Uncle Sam photo bombing your selfie, pay attention to the image in the foreground. You know…the one that your clients really care about.