Long-term care insurance: a private sector challenge.

Powerful demographic and economic forces are fueling the looming crisis related to providing medical and social services for the elderly. However, the American public remains largely oblivious to the devastating implications of the need for institutional or home-based care among senior citizens. Employers have a key role to play in resolving the situation by evaluating competing long-term care policies, endorsing the program of a strong carrier, assisting in offering the policies through payroll deduction and educating employees on the importance of selecting policy riders that best meet their evolving needs.