Ochsner Health Open Enrollment Campaign
Challenge
With more than 35,000 employees across multiple entities, Ochsner Health System’s benefits program is as massive as it is complex. Benefits vary by entity and job position—resulting in 27 different benefit groups. Blanketing the employee population with mass communications creates confusion and frustration. Employees need information that makes benefits relevant to them on an individual level.
Goal
Increase employee understanding of benefit offerings and engagement during open enrollment by communicating in a personalized way that helps them make informed benefit decisions.
Personalized benefit communications help employees make informed decisions about their benefits and understand more clearly what they are choosing and how much it costs.
Solution
Data, data, data. You can’t personalize communications for a large population without first understanding the make-up of the organization. Westcomm analyzed data to understand the benefit groups and the decisions each group would need to make during open enrollment. Then, using PURLs—personalized URLs (webpages) to disseminate information and track engagement—Ochsner sent individual emails to employees about what benefits they currently had and what options they had for the year ahead. This gave them a point of reference as well as made their call to action clear and direct. Communication was further supported by a multi-platform approach to provide multiple touchpoints and engage employees in the way they preferred and was most convenient to them.
Personalization
Multiple versions of deliverables, using employee data to segment and personalize.
Open Enrollment
Design and implement open enrollment communications to educate about choices each year.
Branding & Creative
Developed new employee benefits brand, key messaging, brand personality and voice/identity.
Introducing Olivia!
In a healthcare environment, employees are on the go and rarely in front of their computers. So it’s critical to provide benefit communications that employees can access from their work or home computer when it’s convenient for them. Olivia helps do just that! Olivia is Ochsner’s benefits tour guide, helping employees navigate a new interactive online tool that explains benefits in easy-to-understand terms so employees can confidently make choices. She was quite popular, too! During open enrollment, there were more than 13,500 unique visits—and she continues to meet and greet new employees as they begin their benefits journey with Ochsner.
Benefit Communications Report: Insights Into What Matters
We have a pulse on the state of benefit communications, and you can too! Learn the top three challenges facing employee benefits professionals, common communication tools, and how to measure success.