One of the biggest challenges employers face during annual open enrollment is reaching workers who see little reason to sign up for health insurance or review their benefits options.
Younger employees can be particularly difficult to reach. Some believe they are healthy enough to go without coverage, while others would rather keep the money they would otherwise pay in premiums.
But going uninsured can leave workers facing substantial medical bills if they become sick or injured. They may also miss out on preventive services that most health plans must cover without cost-sharing when provided in-network.
The resulting financial strain can hurt both employees and your organization. The challenge is convincing these workers that health coverage has value even if they rarely visit a doctor.
Strategies to boost participation
Employers can take these steps to reach workers who have little interest in open enrollment:
Focus on life events — Tailor communications to younger workers who may be getting married, starting families or approaching age 26, when dependent coverage under a parent’s health plan generally ends. Explain how these milestones can change their insurance needs.
Emphasize financial protection — Rather than focusing solely on premiums, explain what an emergency room visit, hospitalization or surgery could cost without insurance. Show employees how coverage can help protect their finances even if they rarely need medical care.
Simplify the numbers — Explain premiums, deductibles, copayments and out-of-pocket maximums in plain language. Provide side-by-side plan comparisons showing paycheck deductions and potential costs under different medical scenarios.
Use multiple communication channels —Supplement e-mail announcements with text reminders, short videos, workplace posters and messages from supervisors. Mobile-friendly communications are particularly important for younger, remote and frontline employees. Hold in-person meetings to explain how open enrollment works and why employees should review their options and choose a plan that fits their needs.
Make enrollment easy — Provide a streamlined online enrollment platform that works on smartphones. Include tools that help employees compare plans based on prescription costs and anticipated medical needs.
Offer personal assistance — Encourage workers to meet in person with your HR team to discuss their options. Employees may be more willing to enroll after having their questions answered privately.
Encourage action — Consider incentives for completing the enrollment process, such as prize drawings or department participation challenges. Reward completion rather than the decision to purchase coverage and ensure incentives comply with applicable rules.
Follow up with nonparticipants — Track enrollment completion and send targeted reminders before the deadline to choose a plan. Employees who have not responded may need a personal reminder or help navigating the process.
Review and improve the enrollment process
Employers should consider asking employees to review their benefits each year, even if they intend to decline coverage. Requiring workers to acknowledge their options can help prevent them from overlooking enrollment deadlines or missing important plan changes.
It’s also important that employers review plan rules and administrative requirements before eliminating automatic renewals. Doing that could backfire, especially for workers who are happy with their current plans.
Finally, survey employees after open enrollment to identify obstacles that kept them from participating. Their feedback can help HR teams improve communications and the process for the following year.
