One of the most difficult communication challenges for Human Resources professionals is explaining healthcare benefits. With healthcare options consistently changing and the list of medical acronyms forever expanding, it’s no wonder developing these communications can be frustrating. Yet, employees need help understanding the issues, which is why developing a strong healthcare benefits communications effort is so essential. Here’s how to begin:
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Think in terms of a year-round healthcare communication plan. The healthcare benefits cycle needs a variety of communications for different times of the year. There’s open enrollment, implementation of the new plan year and, of course, announcements of any changes in your plan. Don’t save all your healthcare communications for open enrollment. Employees use health care throughout the year, so they are going to have questions year-round. For example, after a fall enrollment, many families and individuals receive their new health coverage member cards in early January. That’s a great time to remind people about how to use their plan, file a claim, request a physician change, etc. Midyear, go for something a little less time-sensitive, such as a glossary of healthcare benefit terminology.
Also, segment your message. Your communication plan should recognize that healthcare benefits are never one size fits all. Provide examples of how people in a variety of life stages can make the most of their benefits. For example, while employees with families may be familiar with the process of picking doctors and submitting claims, young employees are just starting to think about their health benefits. They may have more questions and need guidance to determine their needs. Similarly, employees at the other end of the spectrum nearing Medicare selection will have an entirely different set of questions.
Make the message simpler. Employees don’t have the time or patience to wade through detailed plan summaries. Instead, provide shortened lists of each plan’s benefits, as well as side-by-side comparisons if there are several options. Infographics are also an inviting method for communicating large amounts of data.
Consider the spokesperson. Involve top management in outlining benefit changes and new additions. Granted, your CEO doesn’t need to explain every detail. However, when the CEO discusses health benefits, employees understand that this is an important issue not just to them but to your leadership as well.
Use a variety of media when explaining health care. Remember, adults absorb information in different ways. Some want to read information, while others would prefer watching a video or hearing a presentation. And some simply want to complete processes on their own, knowing that there’s a support line to help them if they get stuck. Use all types of media to reach your employees, especially online information that can be easily accessed by smartphone. And don’t rely solely on e-mail. Granted, e-mail is essential to everyday work, but most employees are so overwhelmed by their in-box, anything that doesn’t demand an immediate response does not grab their attention. If you do use e-mail, make sure you have a backup method of communication. Also, if you find that spouses make most of the health benefit decisions, offer a presentation just for them or an online webinar.
Know that repetition is important. Health benefit communication is complicated and doesn’t lend itself to “one and done.” You need to tap your audience several times. Don’t repeat your last message word for word. Just make sure that employees are alerted several times, especially when there are significant changes to benefits.
Don’t forget the importance of feedback. Allow for comments and questions. Hold a focus group after open enrollment to assess how well you did keeping employees informed.
With the rise of health savings accounts and other new options—which we’ll discuss tomorrow—it doesn’t seem as if healthcare benefits will be any simpler in the coming years. Therefore, expect clear and effective health benefit communications to become even more essential.