As uncertainty in healthcare policy lingers, creating a benefits package with real value for both employers and employees can seem increasingly complex and difficult to achieve. Striving to provide the right care services — ones that are easy for employees to use, and designed to increase engagement in their care while being mindful of costs — is undoubtedly a tricky balancing act.
So how can advisers engage to help employers offer benefits that have real and lasting value, while empowering employees to make smart care choices? Here are five tips:
1) Learn your clients’ hot buttons. Value is one of the most important factors employers consider when shopping for benefits. Rise Broadband, for example, the largest fixed wireless service provider in the U.S., has a large number of employees working in the field to service remote customers. Accessing healthcare when employees are on the road was a real challenge. Jennifer Iannapollo, the company’s director of HR, says their telehealth benefit provides employees with real value, and was the clear answer for this Colorado-based employer.
2) Recognize empowerment comes with confidence. Employees won’t use what they aren’t sure of. Iannapollo also was careful to choose a telehealth platform that focused on quality. “Some people needed reassurance about who would be treating them and how they would know their medical history. We reassured them that their medical records and history are collected when they register and that the physicians are all board certified and average 20 years of experience. That provided them with peace of mind,” she says. Security practices and certifications can also add a level of comfort, and are something advisers should keep in mind in their recommendations for any product to employers.
3) Remind employees to take charge of their own healthcare destiny. A recent Teladoc survey of more than 300 employers found that a whopping 66% stated that lack of benefit awareness negatively affects employee engagement with health benefits. That’s where advisers have an opportunity to shine by emphasizing the need to communicate and educate employees not just during benefit season, but whenever/wherever their moment of need might be. “Surround sound” reminders are proven to help. One creative idea that Rise Broadband adopted was dashboard stickers that help field technicians’ keep available benefits top of mind.
4) Combat “vendor fatigue.” Employers are inundated by the staggering number of benefits options, not to mention trying to manage countless vendors that all have a piece of the benefits package puzzle. Advisers can help clear the confusion by working closely with their clients to help them source solutions that meet a broad array of needs for everything from sinus infections to behavioral health to getting second opinions.
5) Educate employers that employee engagement is a winning strategy. Advisers agree with us that technology that provides real-time information for decision-making and access to quality healthcare for employees provides real value. Reed Smith, SVP/employee benefits practice leader, CoBiz Insurance, in Denver, believes that like other disruptive innovation (think Apple and Amazon) that has transformed consumer interactions, engaged telehealth, when deployed effectively, can result in a happier, healthier and more involved employee, which means a healthier bottom line for the employer.
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