More than 70 percent of consumers would benefit from being in a consumer-directed health plan, but they only work when they are designed correctly. (Photo: Shutterstock)
During open enrollment, employees are inundated with benefit decisions. Without the right level of health and financial fluency, it can be very difficult for them to evaluate and compare their healthcare options. To eliminate employee confusion this open enrollment season, below we examine the ways that you can empower your employer clients to optimize their communication strategies and maximize employee adoption and satisfaction.
Best practice #1: Start with the right plan design
Consumer-driven healthcare (CDH) has the potential to save employers and employees a lot of money, improve health outcomes, and rein in the spiraling costs of health care. More than 70 percent of consumers would benefit from being in these plans, but they only work when they are designed correctly, with the right funding strategy, education, and communications support. If the plan design is not optimized, even the best open enrollment communication strategy won't deliver desired results.
In another recent article, we looked at best practice strategies for plan design that lead employers to increased adoption of their consumer-directed health plans (CDHPs) and accounts (flexible spending accounts (FSAs), health savings accounts (HSAs), and health reimbursement arrangements (HRAs). Make sure you've referred to and followed these best practices before you begin planning your open enrollment communications.
Best practice #2: Train the trainers
While low consumer health and financial fluency is often a topic of conversation during the open enrollment season, less attention is given to employer knowledge gaps – an issue worth addressing given that frontline HR and benefits staff are the face of these programs to employees. They are the ones fielding employee questions, explaining the benefits of these programs, and helping employees navigate the enrollment experience.
A truly effective open enrollment strategy begins with careful communication planning, ensuring the right support tools and materials are available and that you have 'trained the trainers' to make use of them. It is critically important that HR staff fully understand and are able to articulate the value of these programs; they must tell a consistent story and provide the right examples to reinforce their message. And remember, this training should be more than a massive information dump – employers must be thoughtful about how they teach their HR staff, making time to role play and then test their knowledge.
Best practice #3: Lean on your benefit partners
Effective communication is a key driver of open enrollment success, but most HR departments are extremely resource-constrained and may not consider themselves to be communication experts. The good news is that many benefit advisors and solution providers have invested time and resources into building marketing and communications content, documenting best practices, or even offering dedicated people support to help employers drive program participation.
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