In a keynote address at EBA’s Workplace Benefits Renaissance on March 3 in Atlantic City, N.J., industry insiders will share how brokers can capitalize on the changes taking place outside the industry.

Most of the changes are “happening right under the nose of … benefits brokers but most don’t see it because the changes are coming from outside the industry and not in,” says Joe Markland, president and founder of HR Technology Advisors.

Joe Markland

“We have seen the coming of Zenefits but this is just the beginning,” he explains. “More will follow. Industry analysts are predicting that firms that respond to the market changes can experience growth rates from 50% to 200%.”

In his session, Markland along with Scott Hettesheimer, president and CEO of Hettesheimer Insurance, will provide insight, supported by extensive market research, as to how the benefits market is going to change along with action items on how to compete in this new world.

During the keynote from 8:30 a.m. to 9:15 a.m., Markland will share a “blueprint” as to what benefit brokers can do to compete more effectively. “We believe this blueprint can open doors at rates you have never been able to achieve in the past,” he says.

In a sneak peek, Hettesheimer shares that one key change is the philosophy of benefit design strategies

“By focusing on the next generation of benefit design strategies, you will learn the root causes of healthcare need,” he says. “To control rising consumption of healthcare, you will be able to formulate actions driven from healthcare need that will reduce cost. Now you have gained the attention of CFOs.”


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