Health care and the way people access it continues to evolve, and so does the need for consumer engagement and communication. As more companies embrace and integrate technology solutions, employers should look at their benefits administration platform as a way to prepare employees for the important coverage decisions they need to make, as well as easing the administrative burden on HR departments.

If employers are tasked with educating their employees on benefits, the education and communication process must begin with their brokers. With the right guidance, tools and support, brokers can help ensure that the value of ben admin platforms and their processes does not get lost in translation after they transition their clients. This is important for any new ben admin platform, but especially for employers who are giving up the long-held process of paper-based enrollment.

➤➤ Be sure to attend Joi Tillman and Vinay Gidwaney's Innovation Track session, “The Intersection and Evolution of Benefits and Technology: How can we best serve the consumer?” April 2 at 1:30 p.m. at the 2019 BenefitsPRO Broker Expo.

Anticipate the challenges

In a recent survey by Sun Life, 32 percent of brokers said that when discussing ben admin solutions with clients, the hardest part is explaining how the solution will alleviate administrative burdens around employee benefits management.

Many also shared that cost was a big concern among their clients. For smaller, less tech-inclined companies, the prospect of leaving paper behind and transitioning a workforce to a digital platform can be daunting. Millennials will likely adapt more easily to a digital process, but often aren't the HR decision makers.

Remind your clients that platforms are becoming more efficient, cost-effective and user-friendly every day.

While employers understandably don't embrace the added cost of benefits administration, the long-term savings more than make up for it. We are collecting and analyzing client experience feedback at the same speed at which the industry is adjusting and evolving so that ideally, no one gets left behind. And as ben admin platforms become more utilized, interconnectivity is improving as well.

A benefits administration platform can offer valuable capabilities that will reduce time spent on enrollment, decrease administrative errors, and allow HR teams to spend less time on benefits administration to focus on other important items like strategy and employee engagement.

Showcase the data

When employees have data-driven decision support tools, they are in a better position to confidently choose the right benefits package in a more streamlined manner. Everything from demographic particulars, to lifestyle, to long-term plans like starting a family or retirement, contribute to a more personalized enrollment experience, and a more customized benefit package that suits the unique needs of each member.

Data aggregation offers some direct benefits to clients, as well. Claim and participation data can influence which plans and coverages to offer, as well as considerations for plan design. Additionally, many employers may leverage employee health data to address specific health challenges through wellness programs, access to fitness and/or better nutrition, or even on-site clinics.

Not only do these programs improve workforce health, but they can also drive down health care costs and even reduce absences.

Emphasize communication

No transition or change is successful without effective communication throughout the organization. Particularly leading up to and during the transition period, employees need education and communication throughout the year. It's not just about the enrollment process, but the logistics of choosing benefits on a digital platform for the first time.

Even once a ben admin platform has been implemented and employees have adapted to using it, enrollment itself is still an important process that needs to be supported. While the inherent features of ben admin platforms help guide employees' decisions, the interface offers the personalized, interactive experience that will drive engagement and boost enrollment.

Platforms can also help reduce errors that arise out of complex or manual processes, such as establishing evidence of insurability (EOI), which can sometimes lead to unintended loss of coverage and surprises for the employee when filing a claim.

Often enrollment season sneaks up on employees, and they feel rushed into making their decisions. Aside from enrollment communications throughout the year, communications specifically about voluntary benefits that supplement health care are a major opportunity for employee education.

With most health plans—particularly HDHPs—members face out-of-pocket costs that can weigh heavily on bank accounts, especially if they encounter a major health event and face their full deductible all at once. Voluntary benefits such as disability, accident and critical illness/cancer insurance help close the health coverage gap. They should be presented in a way that helps employees better understand why they need them and which mix of voluntary benefits is right for their personal situation.

Technology solutions are driving innovation and progress in almost every industry, and health benefits should be no different. Data-driven decision support tools, along with a personalized, interactive digital experience, can both educate and engage employees more effectively in their benefits choices and the enrollment process in general. Your clients will see a boost in enrollment, fewer administrative errors, and employees will receive the best, most appropriate benefits package for the unique needs of themselves and their families.

Don't miss these other Expo sessions:

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Expo preview: Making the most of digital benefits administration

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