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Rising health care costs have facilitated more involvement by the C-suite with health care benefits decision-making, prompting a need for benefit advisers and brokers to tailor their selling tactics to the executive level.
According to a recent Towers Watson survey, two-thirds of CEOs and CFOs are more directly involved in developing their companys health benefit strategies. Benefit advisers must adapt to this audience or risk losing business to those brokers who have.
Koster is a Los Angeles-based freelance writer and former Employee Benefit News online managing editor.
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