New Resolve for the New Year Update your communication strategies for 2012
Jan 13, 2012
As 2012 is underway and employees’ new health benefits have taken effect, take a moment and reflect on this past year’s open enrollment efforts – as an employer, are you inspired to make any resolutions to do things differently in the New Year?
Open enrollment can be a year-end administrative headache for HR professionals who are responsible for communicating and engaging employees in the benefits enrollment process. But, with the New Year comes opportunities for improvement.
Ask yourself the following questions:
1. Do your employees continue to barrage you with questions regarding new programs or wellness incentives?
2. Have you challenged yourself to consider new technology within your communication plan?
3. As benefits and programs become more complex, have you considered providing year round access to benefit experts?
If you are like most of us, it may be time to make some adjustments for 2012!
It is no secret that employers are looking for ways to control the rising costs of providing employees with medical coverage, and many employers are doing so by sharing the costs with employees and giving them more responsibility for their health care decisions. But the fact remains that many, if not most, employees still have difficulty understanding the basics of their health plan and how to navigate the information and choices available.
In December, Aetna released the results from its consumer survey showing that many people have trouble understanding:
- The total cost of a health insurance plan – the premiums plus out-of-pocket expenses (32 percent);
- The difference between plan types such as Preferred Provider Organizations (PPOs) and Health Maintenance Organizations (HMOs) (30 percent);
- Which providers are in network (26 percent); and
- Whether referrals are needed (24 percent).
If employees are confused on the basics, how can employers expect them to understand the more complex topics of consumer directed health plans (CDHPs), health savings accounts (HSAs) and wellness programs? Additionally, they are being asked to make difficult decisions between various options and plans, while paying more out-of-pocket; therefore, do they truly understand the value of their total compensation packages?
Many of these issues can be addressed with effective communication strategies.
Consider the following supporting statistics:
- Ninety percent of employees are comfortable with their ability to make good benefit decisions when they have three or more learning methods available and at least three weeks to review prior to enrollment.
- Seventy-five percent of employees look to employers for health information and 76 percent think those employers can be trusted.
- Studies indicate that the strongest predictor of a person’s health status is his or her ability to understand and use health information.
There is no question that open enrollment creates the perfect opportunity to communicate various messages to employees, but open enrollment should not be the only time these messages are highlighted. While many people make benefit plan decisions during this window, providing help throughout the year leads to a more educated and engaged workforce.
Make Adjustments
Suggested strategies for 2012:
- Educating newly eligibles or new hires is another critical component of a well-designed communications plan and a great way to engage employees. There are a number of effective delivery platforms, including: one-on-one communication with a knowledgeable benefits counselor (face-to-face or call center), a customized web portal, video, or even social media – all offered at the time newly eligibles are being asked to sign up for their benefits.
- Consider multi-generational communication needs and utilize tools like interactive technology, video and/or decision aids for everyday needs – and do not forget human interaction solutions as well. Research shows that although the workplace is the number one source for benefits information, Gen Y seems to prefer more personal communication and is significantly more likely to turn to a family member or friend for information.
- Planting the seed during enrollment (whether annual or new hire) will yield more results if you establish a schedule of ongoing communication. If wellness is a key initiative for 2012, consider creating competitions among employees, providing online tools for tracking results, such as BMI calculators and references to websites with articles that reinforce the research on the benefits of regular exercise – 30 minutes a day, every day – and healthy eating habits.
Finally, do not wait until September to begin planning for October open enrollment. Weave messages into your communications plan now to prepare employees for decisions they will be asked to make later in the year. As employees use their benefits throughout the year, take the opportunity to provide expert resources to answer their questions. Your company will benefit in multiple ways from having informed employees who are engaged and comfortable in making decisions about their health and well-being.
About the Author
Rosalind Connor is Director, Business Development for Benefit Communications, Inc.
Benefit Communications Inc., founded in 1981, customizes HR and benefit solutions in the areas of enrollment, communication, data management, and benefit enhancement and engagement. BCI’s strategy frees HR time by speeding or removing redundant, mundane tasks. BCI enhances employee service and maximizes the value perception for expensive benefit programs.
