How the State of Louisiana’s multi-channel strategy boosted HSA enrollment by 20%

Selecting a health plan can feel complicated and stressful for many employees. But benefits literacy can ease this process. A 2024 survey of over 600 working Americans showed that employees who understand their benefits are almost four times more confident in choosing the right health plan than those with less understanding.

This heightened confidence not only empowers employees but also elevates employer satisfaction — 97% of employees content with the benefits support they receive say they are likely to stay with their employer for at least two years. Investing in benefits literacy is a win-win for both employees and employers.

A focus on benefits literacy

So how can organizations improve benefits literacy? Let’s look at how the State of Louisiana used a strategic, multi-channel approach to boost benefits understanding and increase Health Savings Account (HSA) enrollment.

The challenge: Increasing benefits literacy among a diverse and widespread workforce

Kristen Hardy, Benefits Director of The Office of Group Benefits in Louisiana, faced the challenge of increasing benefits literacy among a diverse employee base while navigating a complex legislation process for benefit plan changes.

She needed a customized communication strategy that could reach employees working across 400 agencies, often remotely or during non-traditional hours, with diverse tech skills and HSA knowledge.

The solution: The State of Louisiana adopted an omni-channel approach to benefits education

Faced with these challenges, the State of Louisiana partnered with HealthEquity to drive HSA education and adoption during enrollment season through a multi-channel communication strategy.

1. Train-the-Trainer sessions. The initiative began by empowering human resources (HR) representatives with the knowledge to clearly explain HSA benefits to their teams. By preparing these frontline communicators, they ensured consistent messaging and support throughout the organization.

2. Multi-channel open enrollment (OE) education. The State of Louisiana pulled out all the communication stops to promote HSA education. They created tailored resources showcasing HSA seed and match offerings to encourage enrollment. To connect with their dispersed workforce, they used their YouTube channel and social media to share easy-to-understand HSA content. A dedicated HSA email account streamlined communication for employees seeking HSA answers, while direct mail campaigns reached those who preferred traditional methods.

3. Personalized email journeys. Using the Engage360 program —a proven approach to engagement— meant they could leverage customized member journeys to improve education and HSA usage. Plus, on-demand webinars and in-person support from HealthEquity provided flexible learning opportunities and personalized interactions, ensuring that employees received the guidance they needed to make informed decisions about their HSAs.

The impact of enhanced benefits literacy

In just 12 months, The State of Louisiana saw a rare 20% increase in HSA enrollment — showcasing the power of the recent education and engagement efforts.

Curious how benefits literacy influenced employee contributions and investment growth? Check out the case study to read about The State of Louisiana’s success story.

Tap into HealthEquity OE education solutions

Enrollment season can be a hectic time, and organizations shouldn’t have to navigate it alone. Our solutions have proven effective in real-world scenarios, like with the State of Louisiana.

Utilize our digital open enrollment toolkit with a free library of resources to enhance education and drive enrollment.

• Pre-packaged OE kits: Simplify the delivery of targeted employee messages to boost adoption and engagement.

• Ongoing member support: With member guides, on-demand webinars, and 24/7 service, you can ensure employees receive the support they need when they need it.

• Year-round education: Members can access easy-to-understand content that answers common questions around various benefits, from HSAs to FSAs and beyond.

Empower your workforce through benefits literacy

Investing in benefits literacy fosters a more engaged and financially prepared workforce. If you’re interested in applying similar strategies, connect with industry experts. Together, you can drive meaningful change and empower employees to make the most of their benefits.