A rising interest in critical illness insurance policies is prompting insurance carriers to rework product benefits and delivery as well as sales strategies. The coverage is seen as a supplement to other benefits, and sales through employers and overall were up 16% and 19%, respectively, in 2011. Industry experts emphasize the importance of the coverage for many Americans who do not have sufficient savings to cope with a medical emergency, and in some cases, employers are even covering a portion or all of the premium.

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