This blog is the second of a four-part series that provides strategic insights you can use to maximize the value of your HSA program. At HealthEquity, we think beyond employee education, focusing more on year-round engagement that can boost account utilization, promote better habits and increase member satisfaction. Let’s dive in.
Don’t hit pause on your engagement efforts once open enrollment ends. Research from Aflac shows that three quarters of employees don’t fully understand how their benefits work. That puts them at risk of rarely – or even never – using the plans, accounts and services they signed up for.To combat this, benefits teams should think more like marketers. Engagement matters all year, so it’s crucial to develop a detailed communications calendar with multi-touch campaigns to reach your people at critical moments along the journey.
Your communication should be fresh and varied, working not just to educate, but – crucially—to shape behavior. These efforts should:
Leverage insights from behavioral sciences to create compelling content, strong calls-to-action and trigger-based interactions that encourage members to take an informed next step.
Reach employees across multiple channels. Emails or benefits portal messages are great, but adding in social media content, videos and webinars maximizes your potential for engagement and satisfies a wide variety of communication preferences.
Record the efforts and note successes and failures. Tracking important metrics like email open rate, click-through rates, video or webinar views or registration numbers will tell you whether your campaigns are working.
Benefits leaders often need outside support to systematically engage their people throughout the year. To that end, HealthEquity offers a library of materials that can help organizations step up engagement and make a bigger impact with less effort. These include engagement packages that show members how to set up and engage with their HSA; registration opportunities for webinars and other live events; access to tools to help members price shop or compare health plans; and more.
While you’re here, be sure to check out Engage360, our proven approach to member engagement. Engage360 includes original collateral, analytics tools, professional training and the support you need to make a difference for your people and your organization.
HealthEquity does not provide legal, tax or financial advice. Always consult a professional when making life-changing decisions.