Did you make it to San Diego for the BenefitsPRO Broker Expo?From sessions on machine learning to the Broker of the Year panel,it was a terrific three days of connecting with benefits expertsfrom all over the country.

If you were there, maybe your mind is still swirling with ideas.If not, we believe sharing is caring, and hope this recap helps tofill you in.

Below is a compiled list of 10 takeaways from our team:

1. It's 2010 (well, kind of…)

Yes, Billy Bridwell knows it's 2018. But in hispresentation with ReidRasmussen, "Must-Have Cost Containment Strategies to HelpEmployers Survive and Thrive", he explained we're at a keymoment in our industry — just like 2010, when health care reformwas taking place with the introduction of ACA. Bridwell pointed outthose who thrived were the people who dove in and implementedchange. He went on to explain that brokers can thrive by changingthe conversation from constant rate increases to educating clientson other ways to create personalized benefits programs on aself-funded model. He believes brokers have a great opportunity todeliver new ideas, products, and strategies in the currentenvironment.

2. Technology will close the gap on a better experience

What do technology advancements mean for brokers andemployers? DavidContorno explained it's all about an enhanced userexperience. That means better utilization of effective tools,higher employee satisfaction with the benefit plans, and higherrevenue when performance-based compensation is in place. He sharedsix technology advancements tied to these improvements:

1. Structured data that enhances plan design

2. Centralization of multiple data inputs via a singleexperience

3. Artificial intelligence (AI) to enhance and simplifycommunications.

4. Incentives delivered with instant feedback

5. Trackability that monitors and analyzes behavior forimprovement

6. On demand-mobile technology that meets the employee (patient)where they're interacting

The expectations for technology in the benefits industry havealready been set. We need to ensure we meet those expectations witha digital experience that's easy to use, proactive andpersonalized.

In a separate session called "Alexa the Broker," ToniaDegner and Reid Rasmussen spoke in depth about how AIand machine learning will impact the industry. They encouragedbrokers and carriers to relentlessly pursue a great customerexperience as they develop and use these new technologies.

3. There is a move toward high-value care

Dr. Gurpreet Dhaliwal ,Professor of Medicine,University of California, presented a keynote with a view of the future froma physician's perspective. He emphasized a renewed focus on patientexperience, previously known as bedside manner. Dr. Dhaliwal madethe point that growing technology now requires physicians todevelop their "webside manner." He expressed some frustration withtechnology, saying "Friends don't let friends Google theirsymptoms" (we agree!) and "It's time for the computer to startworking for the doctor, not the other way around." Check outthis video with Dr. Dhaliwal. Yet, Dr.Dhaliwal clearly sees new methods of care as a positive.Specifically, he called telehealth "the most effective way to treatpeople." Technology will continue to dramatically support medicinein ways that support physicians in delivering valuable care topatients.

4. Health care is a great, yet complex, equalizer

Bobby Jindal, Governor of Louisiana from 2008 to 2016,summarized why health care is so important to all Americans (andpoliticians): When a person is sick, medicine is the greatequalizer of the rich and the poor. As succinct a point as that is,Jindal referenced two numbers that highlight the complexity ofhealth care:

1. Medicare is 130,000 pages of rules and regulations

2. The government sets 10,000 medical prices in every countyacross the country

What will the future bring? As Jindal notes, "The populousforces are creating change, and an unforeseeable future politicalenvironment." The climate seems ripe for disruption.

5. Politics needs to go back to the drawing board (or kitchentable…)

According to veteran political strategist and InterimChair of the Democratic National Committee, DonnaBrazile, American people want more than what's being delivered.Both Republicans and Democrats are expecting changes in theupcoming mid-term elections. Ms. Brazile described it this way: "Wehave learned that crying out loud and whining doesn't get you veryfar. …They (the voters) want ideas and we have to go back to thedrawing board and find a message that can improve the economy. Wehave to show we care about the American people. We have to get backto discussing and delivering on kitchen table issues."

6. MORE ideas and more are coming!

We heard from many brokers who are adding new products to theirlineup. Five years ago, the exhibit hall looked very different thanwhat we saw this week. Double-wide booths that used to be filledwith carriers are now taken over by multiple single-wide boothsfilled with newcomer companies with innovative ideas for the healthcare and employee benefits industries: Rx solutions, financialwellness, ben admin systems, TPAs, non-insurance benefits,analytics providers, high-performance surgical centers, directprimary care, and captives, to name a few. Many brokers are tryingto figure out how to take advantage of these solutions for theirclients — and how to pull them all together in a consultingmodel.

7. Broker of the Year panel rocked!

It was a great lineup of brilliance! A few ofthe key ideas they shared:

• BobGearhart, Jr.: There are a LOT of new ideas swimming around outthere and it's easy to get overwhelmed. Pick a few new ideas youcan implement and do it — don't get overwhelmed. Just start smalland execute well.

• BobGearhart, Sr: He made a bold statement about how he no longerruns quotes to earn a new client. Either the client is on boardwith what they do and how they do it, or they're not. Bob wants towork with companies who see their vision.

• Beth Robertson: When speaking to her clients orprospects about what their experience will be with her agency/team,she refrains from using the word "seamless" because nothing isseamless. Don't over-promise and under-deliver.

• BretBrummit: The social media effect can make you think you're notas successful, cutting edge, innovative, forward-thinking as yourpeers. Don't fall for the lie that you're not already there anddoing great things for your clients.

• Julie Freidus: Discussed the importance of moving toself-funding because it holds much more promise to be a trueconsultant with her clients. She also talked about how she's not a"yes man" with her clients and the importance of challengingclients when they are slow to move to a new idea.

• Billy Potter: Gave the advice that we need to figureout our "why." He suggested that we all watch the SimonSinek TED Talk. From there, he urged the audience to"hone your craft" because your teams and clients want to and needto be led. Also, a big congratulations onreceiving Broker of the Year!

8. Go social, and use some strategies

Adding social media to an already busy schedule can be achallenge. Amy Evans, President of  ColibriInsurance Services, led a session to highlight the opportunity and offered somedoable strategies and tactics. She reminded us social media is afree method to reach our audience. Consider the adoption of theseplatforms: LinkedIn has 100 million active users, Facebook has 2.1billion users, and there are 330 million followers on Twitter.

Evans stressed that social channels can be a great place tostart the "know, like, trust" process. She shared these tips:

• Posts should have relevant, educational content

• Be positive and authentic

• Timeliness matters on topics and responses to thosewho engage

• Spend 10 minutes daily to check/respond tonotifications

• Consider tools to manage multiple accounts, such asBuffer or Hootsuite

• Schedule posts throughout the day

• Use a checklist to help with organization

9. Do not underestimate the importance of your marketing

Fifty-seven percent of the purchase decision is complete beforea customer even calls you, and 67 percent of your buyer's journeyis now done digitally. WendyKeneip, Partner and Coach of Q4intelligence, led a discussionpanel on finding sales success at the intersection of prospectingand marketing. Here are a few key ideas shared by each of thepanelists.

• Barry Cohn, President of Really Great EmployeeBenefits, emphasized that whatever you do, just do it! Start withone thing, do it well, and let it become part of your expertise.Then, start the next thing, do it well, and so on. Ultimately,you'll develop the skills that build a solid marketing andprospecting plan.

• Tim Doherty, President of Pinnacle HR Solutions,shared that building a pipeline of leads stems from a solidmarketing plan. This prevents you from being reliant on just a fewkey leads.

• Heidi Rasmussen, Co-Owner of freshbenies, talked aboutconsistency. Keep your marketing activities consistent with yourbrand and consistent in timing: email consistently, post on socialconsistently, blog consistently, create content consistently, etc.Determine what works for you and then be consistent.

10. We need solutions in healthcare to revive the AmericanDream

In a TED Talk style keynote, four speakers shared things thatmust change in the employee benefits industry…

• DaveChase, author and Creator of Health Rosetta, stated health careis stealing the American dream. He noted that the opioid crisis isthe largest public health crisis in the last 100 years and contendsit was driven by a broken health care system. He believes thatmillennials will see half their pay go to health care and notedthat 70 percent of the people filing for bankruptcy have medicalinsurance. A key to slash health care costs is to improve benefitplan design.

• Dutch Rojas, Founder and CEO of Sano Surgery,gave five solutions to control health care costs. He noted that 35percent of surgeries aren't necessary and that second opinionsshould be required.

• David Contorno, President of Lake NormanBenefits, spoke of how the size and complexity of the health caresystem makes finding a solution difficult. He noted part of theproblem is too many competing interests (carriers, pharmacy benefitmanagers, providers, etc.)…

• KevinTrokey, Founding Partner and Coach at Q4Intelligence, stressednon-insurance solutions are a big part of the equation to solvehealth care spend. These services alongside a medical plan enhancethe benefits to slash health care costs. He challenged thatadvisors aren't adding these services as often as they could be.Education, communication, engagement and transparent medicalmanagement are all valuable.