The November issue had a major theme that ran through it - the redefining of what a benefit adviser should be - the new "us."

It all started with the discussions throughout the issue about our role as advisers in the pre- and post-health care reform world.

Changing markets

The article "A health initiative - not reform" on p. 16 started it all off. Mr. Bayne and Mr. Simmons made great points.

Is government truly focused on fixing the problems in health care, or are they just going for a power grab? I think there is a little bit of both going on.

The article mentions the wellness initiatives, which I think are good and can prevent the inevitable large claims if addressed properly. But there are other things the article mentions that concern me, and I'm sure they concern you too. The idea of legislators voting on a bill that they have not even read is not a good thing. Also, the "exchanges" are going to leave a lot of really talented advisers out in the cold.

All of the issues mentioned in this article point to the fact that our roles are changing and we need to keep evolving as advisers.

Expanding offerings

Then, on p. 32, we learned about pet insurance ("Pets are dependents, too"). As advisers, we need to start learning about these types of plans and other programs, other than health coverage, that employees might need. Veterinarian bills can be expensive. I have a friend who is devoted to helping stray animals. He has two cats, one is named "Visa" and the other is named "MasterCard" - catch my drift? Think there might be a market for pet insurance?

Self exam

I attended the breakout session at this year's Employee Benefit News Benefits Forum & Expo mentioned in the article "Thriving in 'New Normal' Times" (p. 54). If you're not already doing them, I highly recommend the ideas mentioned in this article.

One way we need to change and become the new "us" is in long-term planning with our clients. We need to talk about the future and show how we can help them in the long term.

We also need to concentrate on communications. The article mentions "hidden paycheck" reports and employee communication methods. If you are not working with your clients on these, you are not progressing toward the new adviser's world.

Finally, don't forget to ask yourself if you are a "Mr. Plaid" ("The problem with Mr. Plaid," p. 70). Are you keeping up with the times, or are you still selling using old-school ways?

I started my career as a group sales representative, calling on benefit brokers all over the South. I've certainly met my fair share of Mr. Plaids. But I have also met my share of great, forward thinking, consultative advisers too.

Remember that America is focused on health care reform right now. We need to be the new "us" and show our true worth. We need to be informed, good listeners, armed with new ideas, and able to use the latest technology to make our clients see us as a part of the solution, not the problem.