Open enrollment season (or one of them, anyway) is in full swing, and don't I know it. As a channel manager for broker partnerships at Jellyvision, I work with brokers and brokerage organizations representing clients across a range of industries and company sizes. I see what the big guys are dealing with, and I know what's on the small shops' plates.

It's my job to keep a finger on the pulse of the broker space, and my role provides a unique insight into the benefits communication needs and challenges of brokers nationwide.

A lot of brokers are facing the same challenges. Their business needs form patterns and trends that I think are helpful to note. Since many of you are preparing for 2018, I hope you can use this information to your clients' benefit. I'll walk you through what I'm hearing from brokers in terms of needs, and provide a few product-agnostic tips and insights you can use.

Here's a look at what trends to keep in mind in 2018.

HDHP education

What brokers tell me: They're feeling pressure from their clients to provide HDHP education and decision support to benefit-novice employees who see the words “high deductible” and run for the hills. Whether they're being asked to introduce a new HDHP or to increase enrollment figures for existing plans, brokers everywhere are trying to find moves beyond premium increases to add to their repertoires.

What you can do: While “providing education” seems like a simple enough solution, I'd be remiss if I didn't mention one simple fact—employees don't want HDHP education. They want to vacation on a sunny beach. They want to be discovered on “The Voice.” They don't want an HDHP-choosing seminar when their old co-pay plan seems to work just fine. When shopping for solutions, look to products that can make the process easier.

In other words, you don't want something employees must sit through in order to understand choices they'll make later on. You want to provide that understanding in the moment of the decision. Which plan is cheapest? Which covers all my needs for this year? What's going to happen if I get hit by a bus?

Outsourcing benefits communication

What brokers tell me: While clients have always been on the lookout for new, creative and effective ways to discuss employee benefit options with their employees, we're hearing from more and more brokers who say their customers are leaning on them for benefits communication insight and expertise. Small teams being asked to do more with less are increasingly turning over the benefits communication keys in an effort to cut down on the time it takes from their busy schedules.

What you can do: If your practice has the ability to provide the services your clients demand, you may not need a technology solution at all. To make your current content better, though, you'll want to focus on communicating benefits concepts in layman's terms. Simply removing insurance jargon from your material can make the difference between a confused employee and one who feels confident about his or her benefits choices. If you do want to add software solutions to your current offerings, look for products that are flexible enough to accommodate the quirks of your clients' plan designs.

Promoting wellness