75%
Plan Migration
to the new lower-cost option in year 1
Industry
Energy
Number of Employees
3,000
Challenge
This company had to move an entire employee population (3,000 people) from traditional PPO and HMO plans to one HDHP medical plan. It was more than a health care change. It was a culture change.
HR needed to educate the C-suite down to line management about the culture shift involved.
Solution
We knew our client had to tell employees what was happening — honestly, early, and often. We set out on a three-year communications strategy.
Year 1 (the bulk of the work)
Series of four effective communications:
- Targeted leaders. Explained the “why” of the change, and gave them talking points. Emailed employees a teaser to “watch for more info.”
- Gave more detail. Compared the new plan with existing plans. Sent email with a link to even more detail. (For union, sent newsletters home.)
- Talked about the three-year plan. Assured them more HR communication was coming. Announced the new medical and prescription vendors.
- Focused on upcoming Benefits Enrollment. Gave them time to explore and decide. Pointed to online tools and offered assistance via many channels.
Year 2
Series of three communications focused on employees who still needed to make the move. We reminded them it was the last year for PPO and HMO, and (re)highlighted the benefits of the HSA.
We used repeat messaging from the prior year for details on the HDHP plan, and offered help in many ways.
Year 3 (now it’s mandatory)
We asked the holdouts early in the year why they hadn’t switched. Then we acknowledged and addressed their pain points in the communications.
We sent “myth busters” via emails, newsletters, online content, and video.
Sample Materials
