HJLR May/Jun 2019

Healthcare Journal of LITTLE ROCK I  MAY / JUN 2019 19 The pitches to the health insurance brokers are tantalizing. “Set sail for Bermuda,”says insurance giant Cigna, offering top-selling brokers five days at one of the island’s luxury resorts. HealthNet of California’s pitch is not subtle:Asmiling woman in a business suit rides a giant $100 bill like it’s a surfboard. “Sell more, enroll more, get paidmore!” In some cases, its ad says, a broker can “power up”the bonus to $150,000 per employer group. Not to be outdone, New York’s EmblemHealth promises top-selling brokers “the chance of a lifetime”: going to bat against the retired legendary New York Yankees pitcher Mariano Rivera. In another offer, the company, which bills itself as the state’s largest nonprofit plan, focuses on cash: “The more subscribers you enroll … the big- ger the payout.”Bonuses, it says, top out at $100,000 per group, and “there’s no limit to the number of bonuses you can earn. Such incentives sound like typical business tactics, until you understand who ends up paying for them: the employers who sign up with the insurers — and, of course, their employees.