By Jenny Rejent, Marketing Specialist, Benecard Services
Open enrollment is where benefit decisions begin, but not where education should end. Healthcare is complex, employees’ needs change, and some of the most important benefit questions arise long after enrollment ends1.
The Challenge with Open Enrollment
Open enrollment serves an important purpose, but employees cannot fully anticipate their future healthcare needs during a brief enrollment period.
A healthy employee today may require ongoing treatment next year. An individual who ignored HSA information during enrollment may later wish they understood its long-term financial advantages. In many cases, the need for benefit education doesn’t arise until a doctor’s visit, prescription change, or unexpected bill forces an employee to engage with their coverage.
As a result, many employees default to the same benefits year after year, rather than reevaluating whether their choices still meet their needs2.
Access Doesn’t Always Mean Understanding
Most employers provide their employees with benefit guides, enrollment portals, FAQs, and webinar recordings. While these resources are valuable, access to information does not always translate into understanding.
Employees frequently struggle to navigate healthcare terminology, compare plan options, and determine the financial impact of their decisions. When questions arise, many are unsure where to turn for help2.
Just as most people would seek expert guidance for major financial decisions, employees can benefit from personalized support when making healthcare decisions that can significantly impact their finances and well-being.
The Value of Year-Round Engagement
Effective benefit communication extends far beyond enrollment season. According to SHRM, organizations that maintain ongoing benefit engagement help ensure employees remain aware of, understand, and utilize the programs available to them throughout the year 3.
Instead of only providing education during open enrollment, employers should look for opportunities to communicate throughout the year and connect benefit information to relevant life events and healthcare needs.
Examples include:
- New parents learning about dependent coverage and family benefits
- Employees managing chronic conditions exploring medication and treatment options
- Individuals approaching retirement evaluating healthcare expenses and coverage transitions
- Employees becoming eligible for age-based preventive screenings and wellness programs
When information is timely and relevant, employees are more likely to engage with it and make informed decisions1,2.
Building a Better Benefits Experience
Open enrollment should be viewed as the beginning of the employee benefits journey, not the end.
Employers can improve engagement by:
- Providing education throughout the year rather than only during open enrollment
- Offering personalized communications tied to life events and healthcare needs
- Making decision-support tools available to help employees evaluate options
- Promoting available resources and programs on an ongoing basis
- Ensuring employees have access to knowledgeable advocates when questions arise1,2
The most important employee benefit conversations rarely occur during open enrollment. They happen when an employee receives a diagnosis, fills a prescription, undergoes a medical procedure, starts a family, or questions a healthcare bill.
By providing ongoing education and support, employers can help employees make more informed decisions, avoid unnecessary costs, and gain greater value from their benefits throughout the year.
Sources:
- https://www.linkedin.com/pulse/you-dont-know-what-employees-need-more-than-open-enrollment-owcee/
- https://www.benefitfocus.com/resources/blog/improving-your-employees-mindset-about-benefits-one-step-time
- https://www.shrm.org/topics-tools/news/benefits-compensation/8-ways-to-sustain-employee-benefits-engagement-year-round
