Beneﬁts Communication Master Class | June 2014 Data ......6.3 Use UnitedHealthcare resources and...

Benefits Communication Master Class | June 2014

Data drives decisions: Segmentation & targeting benefits communication

Thank you for joining! Benefits Communication Master Class

Creating results: Three steps to success with your benefits communication

Likes, tweets and clicks: The do's and don'ts of online benefits communication

Building engagement: Making HDHPs and HSAs a success

Data drives decisions: Segmenting and targeting benefits communication

Beyond a two-week window: 10 ways to make annual enrollment a success in an era of health care reform

»  Q&A at the end »  Continue the conversation on LinkedIn

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Master Class: Date drives decisions 2

You have a diverse—and distracted—population to engage

•  Age, family and economics make for a remarkably diverse workforce

•  Most Americans are exposed to thousands of advertisements a day


You’re competing with sophisticated marketers


You have data they would kill for!

•  Salary levels •  Age and family

scenarios •  Job type •  Plan participation •  Use of tools and

resources

Master Class: Building Engagement 5

Use that data to drive good decisions I look to my company for health information.

I trust my company to provide me good health information.

I want my company to help me manage my 401(k).

I want my company to help me with all my financial needs.


3 steps to success with benefits communication


Make it easy to take action •  Focus on using benefits •  Have a call to action •  Make it relevant to age, family

situation, life stage •  Do the math—don’t make

employees “figure it out” •  Take it step by step


What do you want to accomplish? •  Introduce a new plan or program •  Maximize retirement accounts •  Provide year-round support

for CDHP •  Engage around life events •  Correct poor usage


Congrats! You’re enrolled in the Health Fund Plan, which provides you the most value for your money. And the Health Savings Account (HSA) helps you pay for your deductible and health care expenses now and in the future.

When first enrolled in the Health Fund Plan, understanding how it works can take a little getting use to. Use these tips to help you make the most of your plan:

1. Paying for care with your HSA. You contribute money to your account. Your pretax contributions are made after each paycheck. When you receive medical and prescription drug services that are not considered preventive care, such as a doctor visit for an illness, you can pay for expenses with your debit card or pay out of pocket and reimburse yourself from your account. Your HSA helps you pay your deductible, $2,500 (you-only coverage) or $5,000 (all other coverage levels). Or, you can pay out of your own pocket and save your HSA funds for the future.

2. Participate in PB Healthy Rewards. Boost your HSA balance by up to $500 (you) or $1,000 (you + your covered spouse/domestic partner) when you participate in PB Healthy Rewards. Incentives will be deposited directly into your HSA as you earn them. You must complete the health assessment, get a biometric screening and submit your results to your medical plan before any you earn incentive can be paid. Visit www.pbprojectliving.com for details.

3. Get your preventive care. Preventive care is covered at no cost to you when you use doctors and labs in the UHC network. Getting an annual exam and screenings help detect disease when it is most treatable. Annual preventive care visits and some screenings qualify as healthy actions under PB Healthy Rewards too!

4. Stay in-network. You pay less when using in-network doctors, labs and hospitals. Visit and register on myUHC.com website to find in-network providers in your area. Look for doctors in the UHC Premium Network, as they offer the highest-quality and most-efficient care. Use LabCorp for your lab work, as they tend to charge less than other labs.

5. Request a generic drug and take your prescribed medication if you have a chronic condition. Generic drugs are made with the same active ingredients as the equivalent brand-name drug, but cost you less. Talk to your doctor about whether generic drugs are available for your medications and whether they are right for you. Do you take a daily medication, such as high blood pressure or cholesterol? Many medications to treat chronic conditions are considered preventive drugs, and will only cost you 10%. To determine if a drug is preventive if a generic is available, and the cost for both retail pharmacy and mail order, use the Price a Medication Tool at www.medco.com.

6. Use UnitedHealthcare resources and services www.myUHC.com: Take your health assessment, access claim information, track HSA balance and find in-network doctors, hospitals and other health professionals. To determine the cost of care or treatment, use the UHC pricing tool.

Member services at 1-800-662-1372: Representatives are available Monday through Friday, from 8 am to 8 pm (Eastern) to help you with your questions.

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4C Gill StreetWoburn, MA 01801

Make the Most of Your Health Fund Plan and Your Money

Use these helpful tips inside!

Smart move!

How will the data get you there?

Personal information •  Name, salary •  Location/Job profile •  Age and family status

Consumer behavior •  Attitudinal profiles •  Market research


Employee feedback •  Focus groups •  Surveys •  Message testing

Benefit participation •  Plan enrollment •  Program participation

Benefit information •  Design •  Cost •  Insurance carrier

Tool usage/behaviors •  One-time vs ongoing •  Website analytics

Dig into key opportunities •  Are some employees missing out on the full

employer match? •  Who is enrolled in the HDHP but not

contributing to the HSA? •  How many people are missing catch-up

contributions? •  What does 401(k) data tell us about

receptivity to an HSA? •  Are some benefits more valuable to employees

based on life stage?


MORE COMPLICATED PRODUCTION

LESS COMPLICATED PRODUCTION Targeted messaging

Pseudo-personalized

Versioning

Personalized calculations with static messaging

Personalized calculations with variable messaging

Use targeting to drive action

Targeted messaging

Possible Input Output Considerations

»  Demographics »  Segmentation analysis »  Personas »  Focus groups with

targeted population »  Message testing with

targeted population

»  Messaging and/or imagery targeted to a specific population

»  Framing needs to work within general boundaries of other campaign elements

»  By its nature, the piece will not appeal to everyone

One version that speaks to a slice of all of employees/dependents most likely to change or who need to take a specific action.

Pseudo-personalized


»  Name »  Greeting on any print or digital media

»  Minimal testing and fulfillment requirements

»  Raises expectations about further personalization

Pseudo-personalized print can add marketing umph.

Versioning: Print


»  Plan or program participation

»  Plan or program eligibility

»  Demographics »  Job profile

»  Multiple versions of messages and imagery

»  Additional testing and fulfillment requirements

»  Review process should be carefully orchestrated for quality and ease

»  May raise expectations for future communications

Declutter communication with unique versions of the information.

Target HSA messaging

MESSAGES: •  Ways to budget & save on OOP costs •  Company contribution can help meet deductible •  Directing premium savings to HSA •  Don’t skip preventive care—it’s free!

Spenders: Need to use the account & employer contribution every year

MESSAGES: •  Using your HSA as an additional retirement

savings vehicle •  Maintaining tax shelter •  Building a health care nest egg

Savers: Can a!ord to pay expenses directly and use the HSA for long-term savings


Versioning: Online


»  Work location »  Health insurance

carrier »  Lifestyle

»  URL to targeted online content

»  Webpage versions

»  Low to medium risk of versioned content »  Minimal testing requirements »  Can unique audience groups see other

content?

Declutter communication with unique online content.


Personalized calculations with static messaging Personalized calculations illustrate how an individual can get more from company benefits.


»  Name »  Age »  Salary »  Current health

plan option »  Health plan

premiums »  401(k) balance

»  Health plan premium savings

»  401(k) holdings

»  High touch! (Which can create privacy concerns)

»  Clear opportunity to promote value »  Sophisticated data testing and fulfillment

requirements »  Lots of testing time needed »  How can tools/modelers be promoted to

encourage action?

Personalized calculations with variable messaging Almost like a counseling appointment with HR!


»  Name »  Age »  Salary »  Current health

plan option »  Health plan

premiums »  Health

assessment status

»  Calculated savings on health plan premiums

»  Health assessment messaging based on participation

»  Catch-up contribution messaging based on age

»  Incredibly high touch! (Which can create privacy concerns)

»  Clear opportunity to promote value, context and individual recommendations at decision point

»  Even more testing time needed! »  Increased sophistication of calculations,

testing and fulfillment requirements »  Long lead time


Common sense considerations Data integrity •  Is all pertinent data accurate, available and up to date? •  Are all assumptions considered and captured?

Testing •  How will variable text appear? (e.g. could someone’s name

be too long?) •  How many additional rounds of review to verify variable

data and/or messaging?

Fulfillment process •  Factor in additional time to verify fulfillment procedures

and put quality control checks in place


Start small and simple •  Focus on quick wins that don’t require a lot of new systems

Crunching the data •  Lean on your consultants and vendors •  You can invest in databases and software (see what is already

available internally) •  Or, you can do it manually to start

Audience segmentation •  Many companies provide these services, often called consumer

behavior profiles or attitudinal profiles

Getting started


Final thoughts •  One size doesn’t fit all •  Targeting makes

communication more e!ective because it is more relevant

•  A modest additional investment for a greater result!


Q & A


Thank you for joining! Benefits Communication Master Class

Creating results: Three steps to success with your benefits communication

Likes, tweets and clicks: The do's and don'ts of online benefits communication

Building engagement: Making HDHPs and HSAs a success

Data drives decisions: Segmenting and targeting benefits communication


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Continue the conversation online:

»  linkedin.com/in/jenbenz »  twitter.com/jenbenz


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July 10, 2014


Beneﬁts Communication Master Class | June 2014 Data ......6.3 Use UnitedHealthcare resources and...

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