What type of enrollment method gets the best results? This is a question we've been debating for years and one that we often get asked. Historically, our carrier and broker surveys have shown the highest participation rates come from one-on-one, face-to-face meetings with employees. But in recent years, group meetings with employees have been showing virtually the same results. The enrollment method chart shows the recent results reported by carriers.

From a statistical standpoint, the face-to-face meeting and group meeting results are the same. This might be a bit surprising to some readers, but if you look a bit deeper it makes more sense. Face-to-face, one-on-one meetings are conducted most often by traditional “worksite” producers (classics and specialists). These producers sell more UL, cancer, critical illness and accident products—products that really need more explanation. Group meetings are the enrollment method of choice for benefit brokers who typically enroll term, dental and vision—products needing less explanation. Thus, the types of products being enrolled should be a strong consideration in deciding which enrollment methodology to use. Interestingly, dental and vision products have the highest participation rates of all products, regardless of the methodology.

Surveyed employees also say they like the opportunity to talk with someone about their insurance needs. As the chart below shows, they prefer meeting with a benefits counselor and in group meetings with other employees.

Research also has shown employees face somewhat confusing choices when making benefits decisions and, above all, they want affirmation they are making the right decisions.

With all of this research pointing to the value of personal attention to employees, it was really surprising to find a recently released study in the marketplace showing lower purchase rates with one-on-one as well as a statement that helping an employee enroll actually decreases purchase rates.

We've not seen the actual survey or the detailed findings so it is possible that slight nuances in the wording of the survey questions, different sample selections, or unique definitions may be causing these results. Regardless, we feel confident in saying that while one-on-one may not be as prevalent in the future and we, as an industry, need to move and embrace new technologies, we feel employees will continue to want to talk to advisers to help them with their benefits decisions. They want that affirmation, and whether that comes from face-to-face contact or through the use of technology, providing this service/help is going to remain important.

Instant Insights /

Employers want affirmation&mdash;so give it to them

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Employers want affirmation—so give it to them