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Case Study #1: Communicating a Large Scale Open Enrollment

Client: A Large Las Vegas-based Entertainment Company
Assignment: Develop and execute a multi-year communication strategy supporting management's benefit and carrier realignment, cost-containment strategy and wellness initiatives.
Challenges: Timing, cultural and educational diversity, need to overcome negative perceptions resulting from benefit consolidation plus address site-specific issues.

BeneCom engaged in extensive consultations with the client to create a long-term communication strategy for a dramatically revamped medical plan. The new program consolidated 21 benefit programs into one cohesive plan. Many of the changes included elimination of benefits, so a very negative reaction among many of the 45,000 culturally and educationally diverse employees was almost guaranteed. Other challenges included: messages and media addressing local concerns throughout the client’s 21 locations, an education effort to encourage use of a new online enrollment system, and an aggressive 2 1/2 month schedule, ending with open enrollment.

Solution:

  • A full communication campaign consisting of 70 components including separate Senior and Middle Management communications, posters, tent cards, postcards, newsletters, online enrollment navigation tools and worksheets, plus a full enrollment kit with introductory piece, highlights brochure, pocket folder, worksheets and FSA enrollment forms and questionnaire.
  • Custom video, including on-site filming at multiple client facilities.
  • Audiotape to accommodate illiterate and non-English speaking employees.

Results:

  • 85% participation in the new online enrollment system.
  • Employees in all locations successfully migrated to the new benefit structure.
  • Management, employees, and carriers cited communication effort for clarity, ease of use and accuracy.
  • Campaign delivered 14% under budget – including non-budgeted items.
  • “Communications was one of this Department’s true success stories of 2002 ... we couldn’t be happier.” – Manager of Benefits
  • “Our employees became better educated consumers of health care. Together we set out to make a difference in people’s lives. Together, we succeeded.” – Vice President of Benefits.