The rise in popularity of high-deductible health plans and health saving accounts has shifted health care decisions accountability from employers to employees. Health care is becoming more complicated by the month, and poor decisions can have a massive negative impact on your clients’ employees—so as their broker, you need to focus on helping them make the best decisions possible. You can help foster accountability leading up to open enrollment through engagement.
Actionable data, digital tools, and other resources become useless if employees are not engaged enough to utilize them. Engagement is absolutely vital in today’s health care landscape, so brokers have to consider ways to keep their clients and their employees as engaged as possible leading up to open enrollment.
Use Multiple Channels
Reaching your desired audience with a specific, targeted message may be easier than ever, but due to all the digital noise they’re already receiving, it may not make an impact.
According to Pew Research Center polling, nearly 95% of Americans own a mobile phone, and analysts at Kentico Software found that 69% of consumers appreciate getting texts or e-mails from their health care providers. However, this doesn’t mean they will open said messages. Don’t let this deter you from reaching out through digital means—but you should also supplement those communications with physical tools like flyers, mailers, and cards.
Build a multi-phased communication strategy and include a variety of channels to reach every single employee—and consider the different methods of communication that different generations of employees might be comfortable with.
Keep it Simple
Eliminate any complicated jargon or acronyms from your messaging and tools. Employees are less likely to utilize a tool or resource if they can’t fully understand it. Keep it concise, use plain English, and focus on how the employee will respond to the messaging. Lastly, share only the information need in order to make informed decisions, as to not overwhelm them.
Many employees worry about the costs associated with health care, so it’s important to provide them with educational materials that address this. Make sure you clearly explain to clients and employees how these tools can potentially help them save money.
Remember Employees are Consumers
The employees you are educating and working to keep accountable are consumers of health care and need to be treated as such. Each employee needs specific attention to stay engaged, so on top of typical digital communications, more personalized communication may be needed. Their experience matters, and it’s important that your communications with them shows that.
The industry has been shifting further and further toward a “whole-person” view of health. Modern benefits are beginning to more thoroughly address the physical, emotional, financial, and environmental effects on health. With so many additional options, it’s more important than ever that employees remain engaged leading up to open enrollment so they can make the most educated choices possible. Personalizing your approach and treating employees like consumers will help get them engaged with the material and push them to become more accountable regarding their health care choices.
Visit our broker page to learn about how Clarity can help you prep for and execute open enrollment.
Sources:
https://www.benefitspro.com/2018/05/08/3-ways-to-foster-accountability-through-engagement/
