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The Cost of Standing Still

Imagine this, Tracy had been a highly successful health insurance broker for more than two decades. She built her career on tenacity, personal connections, and an uncanny ability to match clients with the right policies. But as technology evolved, Tracy resisted change. Initially dismissing digital tools as “unnecessary,” she continued to operate with paper-based systems, lengthy phone calls, and high-touch, face-to-face meetings.

Then the industry shifted. Insurance agents began offering personalized, AI-powered client portals, while clients gravitated toward brokers who could streamline processes. Tracy’s once-thriving business dwindled. Newer brokers using data-driven tools delivered faster quotes, tailored policies, and deeper insights in moments which that left Tracy behind. Her reluctance to adapt cost her not only her competitive edge but her livelihood.

This story about Tracy, while not real, underscores a crucial fact about the modern age of business innovation:, standing still is not an option. The rise of AI is redefining health insurance, and professionals who resist it risk becoming obsolete.
 

Why Health Insurance Brokers Must Adapt

The health insurance industry has always been complex, with brokers managing intricate client needs, compliance regulations, and variable policy options. But complexity -- once viewed viewed as an obstacle -- now creates an opportunity when paired with artificial intelligence.

AI doesn’t just replace traditional processes -- it enhances them. For brokers, this means gaining access to tools that can perform comprehensive data analyses, predict client needs, and deliver highly personalized options within minutes. Clients, inundated with digital experiences in other areas of their lives, expect
this kind of speed and accuracy. Brokers who adapt to AI-driven tools are positioned not just as policy providers but as trusted advisors offering real-time insights and tailored solutions.

The Philosophy of Change in Business

Adapting to advancements like AI isn’t just about staying competitive, it’s about shifting mindsets. Resistance to change often stems from fear, whether it’s fear of learning new systems or being overshadowed by technology. But history shows that innovation doesn’t eliminate careers; it transforms them. Before AI there was the fear of the internet and before the internet there was “Computerphobia” in the 80’s where many people rejected using computers or even refused to read about them. When in reality those who embraced computers and then the internet quickly gained an early advantage.

Consider how digital platforms reshaped the travel industry. Travel agents who embraced online booking technologies became indispensable, providing expertise that online algorithms alone couldn’t replicate. Similarly, brokers who use AI well can elevate their roles. With the right tools, you can focus less on
administrative tasks and more on strategic, client-focused guidance.

The adoption of AI solutions can also build stronger client relationships. Consumers value efficiency, yes, but they also value understanding. By freeing brokers to focus on nuanced, human conversations that include AI driven insights, brokers can thrive in a hybrid role that combines technology with traditional empathy.

AI-Powered Tools That Transform Health Insurance Sales

Remember, the integration of AI into the health insurance industry isn’t hypothetical, it’s happening now. Brokers today have access to a wide range of tools designed to help them stay competitive and provide unparalleled service. Here are some examples of AI-driven services and telehealth tools from some of
our familiar partners that you should look to educate your clients about:

Anthem:

• Anthem Link: A virtual care platform powered by AI that integrates advanced analytics and a high-performance network. It offers virtual primary care, preventive care, and real-time health support, helping brokers provide seamless and cost-effective solutions to clients.

UnitedHealthcare (UHC)

• AI Powered Provider Search: Leveraging Optum’s AI capabilities, UHC’s Smart Choice displays results that reflect personalized search preferences your clients set in advance like distance, doctor gender, and more.

• AI-Powered Health Insights: UHC uses AI to analyze health data, identify care gaps, and provide personalized recommendations for better health outcomes.

Kaiser Permanente

• AI-Enabled Clinical Documentation: Kaiser Permanente uses AI tools like Abridge to assist clinicians in securely capturing clinical notes during patient visits, reducing administrative tasks, and improving patient care.

• Advance Alert Monitor: An AI system that predicts when hospitalized patients might need urgent attention, ensuring timely interventions and better health outcomes.

As a broker you can utilize these innovative tools to enhance client offerings and stay ahead of competitors in your market.

Here are some examples of how dental insurance carriers are leveraging AI tools:

Delta Dental

• AI-Powered Claims Processing: Delta Dental uses AI to streamline claims processing, ensuring faster approvals and reducing errors. This helps brokers provide a smoother experience for their clients.

• Predictive Analytics: AI tools analyze patient data to predict future dental care needs, enabling proactive care and better plan recommendations.

Cigna Dental

• Virtual Dental Consultations: Cigna offers AI-enhanced telehealth services for dental care, allowing members to consult with dentists remotely for non-emergency issues.

• AI-Driven Risk Assessments: Cigna uses AI to assess oral health risks and provide personalized preventive care recommendations.

Guardian Dental

• AI for Fraud Detection: Guardian leverages AI to detect anomalies in claims, reducing fraud and ensuring cost-effective coverage for clients.

• Digital Oral Health Tools: AI-powered tools help members track their oral health and receive tailored advice for maintaining dental hygiene.

These AI innovations in dental insurance not only improve efficiency but also enhance the overall client experience, making them valuable tools for brokers to highlight to clients looking for products with tech baked-in.
 

About the Author
Kalup Alexander is Digital Marketing Director for The Word & Brown Companies. He holds a Bachelor of Arts degree in New Media Communications and Marketing from Oregon State University and has been at Word & Brown since 2014.
 
AI Advisory
We encourage the appropriate use of Artificial Intelligence (“AI”) to increase your productivity and foster innovation, while still recognizing that AI poses substantial risks. AI technologies are constantly changing, so it is advisable that you:

• Understand that vendors may change the behavior of AI features in their solutions. If you are unsure about the security impact of any AI feature, reach out to your tech expert for guidance.

• Review and comply with your agency or corporate data handling policies.

• Ensure that any AI vendors (including vendors using AI tools to provide their service) who access or handle Protected Health Information (PHI) have a Business Associate Agreement (“BAA”) in place.

• Understand that Personally Identifiable Information (PII) and PHI generated using any AI tools will be protected in the same manner as HIPAA-protected PII and PHI.

• Clearly attribute any output generated from AI with a footnote or other means visible to the reader.

• Protect your organization from claims against theft or infringement or third-party intellectual property, including, without limitation, those related to copyright and trademark.

• Do not use or replicate your organization logins and/or passwords to access AI.

• Do not install unapproved Application Programming Interfaces (“API”), plug-ins, connectors, or software related to AI.

• Do not input any of your firm’s intellectual property (content created by, and for the use of, your firm) into unapproved AI tools.

• Do not enter PII, PHI, and other sensitive protected information into any AI applications and databases.

• AI should not be used to create text, audio, or visual content for purposes of committing fraud or to misrepresent an individual’s identity.