ABSTRACT
This chapter analyses the structural and cultural remodelling of disability insurance and its implication for the work of disability insurance staff on the ground. In particular, it focuses on the "market imagery" and the "win-win"-rhetoric used in addressing employers both on the level of marketing the insurance as such and on the case-related level of 'selling' particular clients to particular employers. Instead of moralising disability, insurance thus 'argues the business case' to induce employers to take normative societal considerations into account. In Switzerland, disability insurance is regulated by a federal law while the administration of the insurance is managed by 26 cantonal disability insurance offices. The public campaign uses employers to market the normative goal of disabled people's labour market inclusion as well as the disability insurance services to other employers. Even though disability insurance would like to see itself as professional "partner" on a par with employers there is a fundamental asymmetry in the relationship.
