30 years of effective benefits communication
from Fortune 500 to small business
|Client:||A large, regional, multi-sited hospital system.|
|Assignment:||Create an all-encompassing, unified communications approach, complete with long-term and short-term strategies and tactics.|
|Challenges:||Culturally, educationally and economically diverse audience. Client's inexperience with other than carrier-provided communication.|
This organization was making significant changes to most of their major
benefit plans. Some of the changes were negative (re-establishing 85%/15% coinsurance for in-network care, higher out-of-pocket maximums, a new formulary for prescription drug benefits, etc.) and some were positive (higher benefits for out-of-network care, higher lifetime maximum benefit and increased 401(k) match).
The organization had never communicated the employee benefits program in any sort of a cohesive manner. Benefits communication had simply been a wide variety of carrier/vendor produced SPDs, contracts and certificates of coverage. Employees did not understand – nor did they appreciate – the benefits program.
BeneCom was retained to develop and implement a short- and long-term strategic approach for communicating benefits and create a theme/logo specifically for benefits and other HR programs. The primary objective was to help employees understand the rationale for their higher out-of-pocket costs, recognize the true value of their benefits program, and reveal the “hidden paycheck” story.
We teamed up with their marketing department to develop the benefits logo and theme ensuring consistency with the new organizational logo that was being rolled out to the marketplace. We also proposed the following communication elements with BeneCom responsible for all copy writing, graphic design, production and distribution:
The enrollment materials included:
Our client credits the extensive communication campaign and plan design revisions for the dramatic drop in the escalating rate of the cost to provide health and prescription drug benefits during the first full plan year – from 40% to only a 2% increase for health and pharmacy claims. The health care system continues to retain BeneCom to revise and produce print-on-demand enrollment guides for new hires and the organization’s first personalized total compensation benefit statements.