Americans are living longer than ever before, and with continually rising health care costs, the need for long-term care (LTC) becomes more of a “when” than an “if” situation. Long-term care planning is more than identifying a funding source. It is about building a comprehensive strategy that not only covers the cost of care services, but also helps prepare your clients’ loved ones for the tough financial, emotional, and administrative decisions they may need to make on your clients’ behalf. Your clients are having this conversation with their loved ones and those around them – make sure they also start it with you.