As health care reform was ramping up in 2012, Burman Clark, owner and producer at Muneris Benefits, was looking to not only survive the rapidly changing market, but also grow his business. When we talked less than a year later, he felt Zywave had positioned him to survive today and thrive long-term, by competing effectively against the bigger agencies and moving upstream to larger clients.
One of Burman’s first wins after buying Broker Briefcase in December 2012 was a 400-life, self-funded group. “We positioned ourselves as the health care reform expert using Broker Briefcase. We started the conversation with this group just by providing them with up-to-date health care reform content.”
The group actually hired Muneris as a consultant before even talking about their benefits. By the time renewal rolled around, the group realized Burman knew his stuff, and he won that business too. From a group that didn’t want to talk to them in the beginning, Muneris is now getting $55,000 in income.
Burman also talked about his agency’s foray into fee-based pricing, using Broker Briefcase to justify those fees.
“With Zywave, we’re demonstrating the value we bring to the table using stewardship reports, showing clients at renewal what we’ve done for them in the past year. Then it’s an easy transition to move those larger clients toward a fee-based plan. This is how my business model is changing, and I know if I don’t have this conversation with clients, my competitor will. I’m doing more work for clients with health care reform, so I’m explaining that to justify the need to move to fees. Clients have been very receptive.”
Since implementing Broker Briefcase as a solution to his agency’s challenge of health care reform, Burman has won large accounts, tested and justified a move to a fee-for-service model, and has had many success stories involving his clients, including using the extensive wellness content to charge for wellness consulting services.
“We’re becoming a thought leader on health care reform in our area,” said Burman. “We didn’t have the professional look before. But now our small firm looks and feels like a much bigger company, and we have the toolbox to go after the larger groups.”