The concept has been around for at least a decade or more, but High Deductible Health Plans (HDHP) and Health Savings Accounts (HSA) really only started to gain traction in the workplace within the last few years… so it's possible your clients are now contributing their tax-free dollars to an account with favorable incentives for LTC planning.
Ask your clients if they own an HSA or if they are eligible to open one. This would be a great way to fund their LTC benefit using pre-tax dollars from the account. It could pay a part of their long-term care insurance premium or cover the entire premium expense (click here for 2015 Tax Deduction Limits for Long Term Care Insurance).
Genworth created a fantastic summary to keep advisors aware of the HSA opportunity, “Helping a Client Use an HSA to Pay Long Term Care Insurance Premiums.”