Making open enrollment
more impactful
“Smaller employers as a segment are gaining more experience and their expectations across the board are mirroring the larger end of the market. For them, technology is no longer distinct to the larger employer market; paper enrollments with one carrier are becoming the exception rather than the rule.”
—Nick Rockwell, Eastbridge Consulting
“It’s no longer enough for benefits
“Reframe or rebrand open enrollment by changing your language. Use words that create client opportunity. We have traditionally used words like ‘requirements’ and ‘mandatory,’ creating a burdensome sense of obligation.”
—Lisa Hutcherson, MASA MTS
information to show up once a year during open enrollment—consumers need easy ways to engage with their benefits all year round. Expect to see benefits built into vertical SaaS, consumer finance tools, and other places where it’s useful to see them in context.”
—Shannon Goggin, Noyo
“Using breakout rooms for video conferencing allows attendees to speak with specific vendors one on one. Think of each room as a ‘table’ at a benefits fair.”
—Lisa Hutcherson, MASA MTS
“Consider ways to incentivize or compensate employees for taking the time to review their benefits options and show up for open enrollment meetings. These could include gift card giveaways, scavenger hunts in the virtual fair environment, or random drawings for attendance.”
—Sherry Olson, WEX
“Benefits professionals have a timely opportunity during open enrollment to educate companies and individuals about the value of mental health coverage. Highlighting mental health options not only removes the stigma, but can ultimately lead to a better workforce and the ability to attract top talent.”
—Brett Shrewsbury, Meru Health
“Offer important news or interesting/informative content through entertaining and creative posts and videos—social media is the perfect vehicle. Our current ‘The Art of Benefits’ campaign leverages iconic art pieces with humor, drawing attention to unique aspects of our brand while hopefully creating some smiles.”
—Neil Ratsutsky, Brio Benefit Consulting
“Instead of going in and leading a meeting, we’re creating videos for medical, dental and vision. If they can watch a three-minute video to learn about their vision plan, they’re much more likely to do that.”
—Heather Bowers, Lone Star Benefits
“Making open enrollment fairs mandatory may sound extreme, but it shows employees their health and well-being are being taken seriously.
—Sherry Olson, WEX
“If you know folks who are going to be directly impacted by plan changes, they will be way more thankful if you approach them ahead of time and give them vast amounts of knowledge about how it will affect them.”
—Elsa Glorioso, PeopleStrategy
Design by Chris Nicholls