I recently noticed an interesting article on the rising numbers of Patient Care Advocates. Patient Care Advocates help people navigate the complexities of the health care system. Even a very ordinary medical condition requires coordination among health care providers, insurance companies, and all their associated bureaucracies and barriers. Patient Care Advocates also help keep lines of communication open and encourage providers to coordinate and cooperate. Their expertise can literally save lives.

Of course, there are parallels in the financial world as well — when people have a financial “condition”, they usually also have trouble understanding their options, and a little help from an expert can go a long way. Plenty of credit unions are already putting programs in place, and going “above and beyond” to help members lead better lives has been part of the credit union ethos for decades. Credit unions are already positioned to be the best “Financial Care Advocates” around.

When you reach out to members who are already in trouble, make sure you reach out to those who are still struggling or just worried. As with health care, a few minutes with a trustworthy expert to help look at the “patient’s” entire financial picture can make all the difference. Be there for your members, and be proactive in making sure they know you’re there for them.