Today we have a guest blogger, Martin Bayne.

Martin is known as "Mr. Long Term Care," he is currently in an assisted-living facility, a victim of young-onset Parkinson's. What he has to say today doesn't relate much to technology, I know, except insofar as technology can help to make the pain of his daily life bearable.

He is a great man, a good friend, and a fine writer. If you really want to know the future, the dark distant future those of us lucky enough not to die young or violently are all heading to, then hearken to his words:

THE TAO OF LONG-TERM CARE INSURANCE

Despite the fact that I've been in an assisted living facility for more than a year, I continue to write about Long-Term Care Insurance(LTCi) [Consumer Reports; Sept, 03] and field queries from both the industry and consumers. Recently I received a telephone call from an LTCi agent. "How can I increase my sales?" she said.

"My 20% reimbursement community-care benefit copay is killing me," I replied, "especially when I'm expected to front-pay 100% of my aide's salary, as well as his FICA, Worker's Comp, etc. That makes the $7,500/month, Lifetime Benefit from my policy worth stugats."

She mumbled something about "being sorry," and went on to reframe her original question.

"The facility I live in recently asked me to pay a special $500 'electric wheelchair fee,'" I said, "and guess what - my two year-old apartment is not even wheelchair accessible? Justin Dart would be turning in his grave." (Justin, a friend, was the architect of the Americans with Disabilities Act).

There was a long pause. I think I heard snow falling.

"Can I..." she started to say, but her question slowly trailed off into the ionosphere. (Picture came from here.)

"And another thing," I said, "two -- count 'em -- two aides have been escorted off their shifts in 'cuffs, charged with felony burglary. And when I spoke with the Chairman of the facility's Housing Board about these issues -- emphasizing to him this was my home we were talking about -- he bristled and told me that, 'This is not your home. You rent an apartment in this facility like everyone else.'"

"I - uh - have to - uh -- go now, Mr. Bayne," she said, her voice morphing
into a dial tone.

"Geez," I said to myself, smiling, "and I thought she actually wanted to learn how to increase her LTCi sales."

In retrospect, the conversation reminded me of my years as a Zen Buddhist monk, when my teacher would deftly engage me in Dharma battle. The tradition of questioning students in such a direct and bold manner has been used by Zen masters for over 2,500 years to test the level of a student's understanding. To the secular world, the answers may appear terse, obtuse or even non sequiturs, but between student and teacher the meaning is clear: "Think out of the box."(to borrow a popular metaphor).

A question was asked: "How does one increase their long-term care insurance
sales?"

The answer was direct, but unexpected: "KNOW everything you can about
custodial care problem solving."

The question was asked again, and the answer was restated. "KNOW long-term care better than you know about insurance policy features and benefits. Those who KNOW custodial care will be held in high esteem within their community and make a nice living, those who don't will be seen as policy peddlers.

And how does one KNOW long-term care? One clue is found in the Old Testament and the Book of Genesis, where to "know" something or someone suggests the greatest amount of familiarity or intimacy possible. With long-term care that means YOU must experience ADL failure, or spend significant time with
those who have.

For years, I challenged long-term care insurers to work with me in creating
programs that would bring agents face-to-face with custodial care. But after more than a decade of hearing, "We don't have the time, interest, etc." I realized, sadly, that tilting at windmills and being part of social transformation were not the same.

The LTCi industry continues to ask why American consumers "don't get it," in much the same way a person spends their entire life searching for a precious jewel that's glued to their forehead. If the industry wants to know why LTCi sales are flat, they should stop pointing fingers at the American consumer and look within their boardrooms. (Can you say "Conseco" and "Penn Treaty?")
Rest assured, we havent seen the last of these debacles.

To paraphrase a scene in A Few Good Men:

"You want the truth?"
"I want the truth."
"You want the truth?"
"I think I'm entitled to the truth."
"Son, you can't handle the truth."

Can YOU handle the truth? The long-term care insurance industry will change or it will go the way of the Great Reptiles. Despite its massive ego, wealth and lobbying, it's an immutable fact that the industry's survival is a function of how it is perceived by the average American -- people who've grown weary of socially irresponsible corporations and the legions of people with tiny hearts, on glaciers of ambition, who run them.

Still not convinced? Ask Martha Stewart.