Putting your health where your mouth is: the connection between dental and overall medical wellness cannot be ignored by insurers.(Health/Employee Benefits: Dental Insurance)

Care of teeth and gums can be traced to the 18th century, when the American Dental Association dates the emergence of dentistry as a profession. As the dental and medical professions have matured, however, they largely have operated independently of one another. The insurance industry followed suit, treating medical insurance and dental insurance as separate and distinct types of coverage.

That philosophy is beginning to change. Important research and clinical data published in recent years have confirmed the link between oral and overall health. It turns out healthy teeth and gums are crucial for much more than the mouth. This information is leading the dental benefits industry to rethink oral health, and what could be a closer alignment between dental and health insurance.

The dental insurance industry experienced rapid growth throughout the 1990s, but sales have flattened--or even slightly decreased--since 2001. The number of insureds has increased slightly due to in-group growth, while premiums have remained fairly stable. In this environment, dental carriers are facing intense competition for existing large case business.

Even as the industry shifts to a mature mode, it can and will continue to experience some growth. It will take some time for that growth to occur, however, because the industry needs to adjust its value proposition. This precipitates changes in benefit designs, pricing structures and market strategies.

These changes are taking place now with some dental carriers. Opportunities exist in the small and micro markets, as well as in making stronger connections between dental and medical coverage.

Dental benefits are a staple of comprehensive employer benefits packages. Currently, nearly 75% of employers offer some form of dental benefits to their employees, according to Forrester Research's study, Dental …