How to Make Individual Dental Work for You
by Lilli Moniot

There couldn’t be a better time to promote dental benefits to your clients if you haven’t done so already. There’s been a lot of talk about oral health during the past year. We’ve seen an increase in information from the media about the oral health /overall health connection and the results of several surveys that point to the importance of good oral healthcare.
Individual dental may seem like a lot of work with not much return, but it doesn’t have to be. Your first step is the most important: finding a dental benefits company to support your efforts in the individual market. A little research will go a long way in creating an environment where you can be successful.
      Here are a few things to look for when searching for the perfect dental benefit partner:

Does It Have The Plans Your Clients Want?

Look for plans that offer care from general dentists and specialists. Make sure that covered procedures include preventive and diagnostic care at no co-payment or a low co-payment. There should be set co-payments for general dentistry to ensure measurable value. Also, look for the added benefits that aren’t normally an automatic part of a dental plan, such as vision benefits or reduced fees for services that are not listed on the schedule of benefits.

Is There Easy -Access To Care?

Extensive networks are necessary to give your clients a variety of choices. Each family member should be able to select a different network dentist. Make sure that your clients are satisfied with the benefits and that they feel confident about the care they receive. Dental HMO networks are monitored through regulatory oversight. There is always a grievance process, which escalates through the Department of Managed Health Care.

Are The Plans Priced Reasonably?

Your client should be able to choose a dental plan that fits their oral health needs and their pocketbook Your dental benefits company should be able to give you a sample comparison for your area that shows the difference between the cost of care with or without a dental plan. Payment options can be vital to closing the deal. If it’s cash on the barrelhead, you may miss a sale. A company that offers choices, such as credit card and bank draft will allow your clients to manage the fees so they feel comfortable making the purchase.
Always check how commissions are paid. Some benefit companies have a commission schedule that includes an initial application fee paid directly to you along with your first month’s commission. That’s a great bonus.

Do They Make It Easy To Sell?

Look for Web-based marketing that allows you to provide all the information a client would need. Make sure that the website has an online enrollment function. Enrollment materials should be available for clients who are more comfortable with that format. Your dental benefits partner should be able to give you a short presentation (PowerPoint or other computer software) that covers the reasons why your clients need a dental plan and gives an overview of how the plan works. Having this information at your fingertips can make the difference between a confused customer and a confirmed sale.

A Twist on-Worksite Marketing

Since individual products are the original voluntary concept, why not take them to the next level? Many small and medium size companies don’t have the resources to manage a multi-level ancillary benefit program, so an individual plan is the perfect solution. The group can offer the benefits that employees want without incurring administrative costs. The benefit company takes care of the billing, eligibility, and renewals. The agent just needs to be there to help with the sales presentation and enrollment.
      Most worksite marketing is done with your client’s Section 125 and is administered through the HR department, but it does not have to work that way. You can provide individual benefits for clients are not offering ancillary benefits because of the time and effort it takes to manage a multi-level benefit program.
       Work with your client group to set up a time to present individual benefits to employees just as you would at a regular open enrollment meeting. Another positive aspect of individual benefits is that you don’t have to wait for open enrollment; they are available throughout the year.
Your benefit partner can help you put together a presentation that gives a good overview of the benefits. It is essential to help your audience understand the value of the benefits rather than just how the plan works. The first thing a potential buyer wants to know is “What’s in it for me?” If you haven’t told them that within the first couple of minutes of your presentation, you’ve probably lost the sale. If you’re selling dental, explain the connection between oral health and overall health; give them an example of how expensive dental care can be; and then show them how much they could save with a dental plan. After you’ve gotten their attention, you can talk about the plan’s bells and whistles, such as a value-added vision benefit.
      Make your presentation compact, informative, and enjoyable. Don’t overwhelm them with too many products and options. Otherwise, you may lose your audience. For instance, a dental/vision combination plan can provide two highly desirable products in one package with one presentation.
Online enrollment accessibility allows you to enroll employees onsite. Ask your client if they can provide an Internet-enabled workstation. Provide enrollment packets to employees who want to take them home and think it over. The packets should include plan information, enrollment forms, and educational brochures that support the importance of a benefit plan. Your benefit partner should be able to provide you with these kinds of marketing materials. Provide a sign-up sheet for all attendees and get e-mail addresses for follow-up after a few days. Leave a supply of enrollment packets for HR to hand out to new employees or to those who missed your presentation. Always make sure that your agent number is on the enrollment form.
      To sell individual products in a group environment, it definitely takes some work, a bit of research, and a lot of planning. But what doesn’t? You’re halfway there if you choose the benefit partner that has the right plans and expanded marketing support.
If you can remove some of the administrative angst, you will find open doors and interested clients. Selling in a group environment increases your ability to reach buyers and opens up new marketing possibilities. With the right products and a few value-added extras, you can be assured of a profitable response. q
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Lilli Moniot is director of Individual Business for SafeGuard Dental & Vision. Lilli has more than 20 years experience in the insurance industry with organizations such as, Assurant Employee Benefits, where she served as director of Marketing. At DentiCare, a Protective Life Insurance Company, she was director of Marketing, which included product development, distribution, and key account management. You can contact Lilli at 904-215-1468 or lillim@safeguard.net. SafeGuard Dental & Vision is a registered trademark of SafeGuard Health Enterprises, Inc.