Marketing

Aetna’s purchase of Humana confirms analyst predictions of continued consolidation as carriers vie for market share, a trend industry experts fear will limit choice and force brokers to reinvent their business approach.

As small employers shift from group to individual coverage, private exchanges can be a useful tool to keep brokers competitive and maximize profits during the transition.

The merger of Willis and Towers Watson is likely just one of many to come in the next few years, as the Affordable Care Act and other factors continue to change the landscape of the business of health care, industry experts agree.

Standing out from the competition, maintaining healthy prospects and offering essential solutions can help attract prospective buyers.

Commentary: Let’s stop celebrating the financial merger of two faceless giants, and focus instead on the real work that agents, brokers and consultants are doing every day to make a difference, says adviser David C. Smith.

A group of industry players connected to private exchanges launched a coalition Wednesday to serve as a forum to share ideas and best practices, and to increase awareness of private exchanges.

Commentary: Many salespeople who “do everything right” underperform. With so much focus on personal qualities and skills, the sales process doesn’t get the attention it deserves.

No longer hiding on an intranet or mentioned in a one-off meeting, voluntary benefits are making a big impact on private exchanges, especially as high deductible plans increase and employees self-select into lower coverage.

Benefit advisers in several states have received new fee arrangements from Aetna that eliminate commissions on small-group business, causing an uproar among brokers, many of whom question the legality of such a practice.

Shares of health insurers from Cigna to Aetna surged on speculation that the industry is heading for a round of mergers to boost profits.