Someemployers have stopped referring to the plan as a “high-deductiblehealth plan” or HDHP altogether, instead presenting it as the “HSAplan”–a savvy move that highlights the best parts of the plan.(Photo: Shutterstock)

For all the benefits of the high-deductible health plan(HDHP)—lower premiums, tax savings, more flexibility for patients,to name a few—it has developed a bad reputation among employees.The reason why could be right in the name: the phrase“high-deductible” isn't exactly attractive for employees who arehearing about it for the first time—and studies suggest that employees have limitedknowledge about what such plans entail.

The first impression matters, which is why the HDHP requiresmore than education. Employers are already addressing lowHDHP adoption by investing in education tools and plan decisionsupport during open enrollment, but it's time for benefits leadersto go even further. It's time to rebrand the HDHP.

Understanding the problem

According to a 2016 Harris Poll, employees tend to describeHDHPs with words like “risky” and “disappointing,” while positiveterms like “affordable” and “a good value” come up much lessfrequently. And while adoption of HSAs has been growing, only46 percent of those eligible arecontributing to an HSA.

Related: HDHP enrollees are better-informed, but they'restill skipping care

At first glance, the sticker shock of a $2,000 or $3,000deductible (or much more for family coverage) can reinforce thosefalse perceptions—68 percent of employees whose company offers anHDHP say it feels more expensive than other options.

Highlight the pros instead of the cons

Referring to it as a “high deductible health plan” only tellshalf the story — and it's not the positive half. One of the keyadvantages of having an HDHP is that it makes you eligible for anHSA, the most tax-advantaged savings account in America. Someemployees are even eligible for HSA seed money or matchingcontributions from their employer, an amazing financial benefitthat doesn't get talked about enough—precisely because it'sdifficult to get past the bad first impression of the words “highdeductible.”

To combat this phenomenon, some employers have stopped referringto the plan as a “high-deductible health plan” or HDHP altogether,instead presenting it as the “HSA plan.” It's a savvy move thathighlights the best parts of the plan—and more employers shouldfollow suit.

By putting the main benefit of the plan upfront and subsequentlyhighlighting all the positive aspects that it entails, you can makea much better first impression with employees. As a cherry on top,that gives employees one less acronym to remember, too.

Ongoing support and education

For many employees, the name of the plan is only the firstbarrier of many to come following open enrollment. Despiteemployers' best efforts at explaining health benefits throughdetailed guides and in-person sessions, the fact of the matter isthat many employees remain confused about their HDHP even afterselecting it.

Employers can help combat this confusion by eliminating as muchjargon as possible during open enrollment and being straightforwardabout the advantages of a high deductible plan. But they shouldalso tailor their approach to different employees. Some may havehad a low deductible PPO for several years and may be unaware oftheir new out-of-pocket responsibility, while others might needhelp crunching the numbers to see the financial benefits over time.Understanding what perspectives employees bring to the table canhelp you craft an approach that will resonate with them—and curatesupplementary benefits that will support and empower them to makeinformed, high value choices.

Employee resistance to HDHPs isn't due to a deficiency on thepart of the plan or the benefits it brings—in many ways, the lowerpremiums alone could leave many employees coming out ahead. It'sjust a question of changing perceptions and being clear about theplan's advantages. Rebranding the HDHP and taking a straightforwardapproach to explaining its benefits can go a long way towarddemystifying it and increasing adoption organically instead ofcoercively.

David Vivero is CEO of Amino.

Read more: 

• Why HDHPs are falling out offavor
• How health literacy boosts HSA engagement: 5 stepsto guide clients
• Recommendation tools drive adoption of HDHPs,HSAs