Employers may not need to fund every benefit communication effort out of pocket.
“Sometimes, benefits vendors provide a communications credit to allow employers to communicate with their employees about the benefits the company provides,” said Melissa Cotterill, executive vice president at Westcomm.
The key is knowing what may be available — and using those dollars strategically.
That may mean supporting year-round communication, improving understanding of underutilized programs, or presenting benefits information in different formats so employees are more likely to understand and use what is available.
Here’s how to use communication dollars to maximize the value of your benefits investment.
Ask Vendors What Communication Support Is Available
Some medical, dental, vision and other benefits vendors may provide communication dollars or credits to help employers educate employees about available benefits.
The structure can vary. Depending on the vendor and contract, funds may be paid directly to a communication partner, reimbursed to the employer, provided as a defined allowance or offered as a premium credit that helps offset communication costs.
During vendor negotiations and renewals, employers should work with their broker to ask questions such as:
- Are communication or promotional dollars available?
- Are communication credits already included in our current contract?
- Do unused dollars or credits expire?
- What types of materials, campaigns or services can the dollars support?
- What approval or billing process is required?
- Can the support be used for year-round communication, not just during open enrollment?
Three Ways to Use Communication Dollars Strategically
Vendor communication dollars can help employers stretch their communication budgets and offset costs, but the larger opportunity is using those dollars strategically.
Effective employee benefit communication helps employees understand what is available, why it matters and what they should do next.
But when employees are confused about their benefits, employers may not get the full value of the programs they already fund.
Here are three ways to use communication dollars intentionally.
1. Support Year-Round Benefit Communication
Employees make decisions throughout the year, not just during open enrollment.
“A one-time communication is not a silver bullet,” Cotterill said. “Your greater impact is repeated messaging over a longer period of time. You have to sustain the messaging and keep reminding people at every opportunity why these benefits matter.”
An annual benefit communication plan can help employees understand what to do when they need care, support or information outside of open enrollment. That may include where to go for care, how to use virtual care, how to access an EAP, or what resources are available during a family change, health issue or other life event.
2. Improve Understanding of Underused or Misused Benefits
Communication dollars can also support education around benefits employees may not understand or use fully.
Employers can use available data to identify where communication can be more relevant. Employee questions, HR call volume, claims trends, survey feedback and known underutilization can all point to benefits that may need clearer explanation or more consistent promotion.
For example, if claims data shows high use of ER visits for non-emergencies, communication dollars could support a campaign that explains when to use the ER, urgent care, virtual care or a primary care provider — and how to access each level of care. Employees may not understand the differences in cost, convenience and appropriate use until they need care, which is often when they have the least time to compare options.
This kind of communication helps employees make more informed decisions and helps employers guide benefits use toward more appropriate, cost-effective care.
3. Use Different Formats to Reinforce Key Messages
Not every employee will notice, understand or act on the same type of message. Communication dollars can help employers expand beyond one format and create multiple touchpoints.
That may include emails, newsletters, print materials, benefit guides, FAQs or decision-support tools.
For some audiences, video, memes and social-style benefit communication can make complex information easier to understand.
Employers may also use segmented communications to make messages more relevant to specific employee groups, such as employees approaching Medicare eligibility, navigating a family change or those needing personalized retirement communications.
Using multiple formats can help reinforce key messages and make benefits information easier for employees to find, understand and act on.
How Westcomm Helps Your Communication Dollars Go Further
Westcomm helps employers turn complex benefits information into communication that employees can understand and use.
Our team of strategists, writers, designers and animators understands the intricate details of benefits and how to communicate them effectively. We help employers use communication dollars strategically to support year-round education, promote high-value programs and create communications that drive employee understanding and action.
Learn more about Westcomm’s employee benefit communication services or schedule a call to see how we can help you get more value out of your communication dollars — and your benefits investment.
