Benefits Communication Master Class June 2014 Data drives decisions: Segmentation & targeting benefits communication

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1 Benefits Communication Master Class June 2014 Data drives decisions: Segmentation & targeting benefits communication

2 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 2 Master Class: Date drives decisions

3 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 3 Master Class: Date drives decisions

4 You re competing with sophisticated marketers 4 Master Class: Date drives decisions

5 You have data they would kill for! Salary levels Age and family scenarios Job type Plan participation Use of tools and resources 5 Master Class: Building Engagement

6 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. 6 Master Class: Date drives decisions

7 3 steps to success with benefits communication 7 Master Class: Date drives decisions

8 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 8 Master Class: Date drives decisions

9 pb-nwen-pc-hsa-uhc-fhghr-13 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 Use these helpful tips inside! Make the Most of Your Health Fund Plan and Your Money 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. 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 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 for details. 4C Gill Street Woburn, MA 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! Smart move! 4. 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 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 Use UnitedHealthcare resources and services 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 : Representatives are available Monday through Friday, from 8 am to 8 pm (Eastern) to help you with your questions. 9 Master Class: Building Engagement

10 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 10 Master Class: Date drives decisions

11 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? 11 Master Class: Date drives decisions

12 Use targeting to drive action LESS COMPLICATED PRODUCTION Targeted messaging Pseudo-personalized Versioning Personalized calculations with static messaging MORE COMPLICATED PRODUCTION Personalized calculations with variable messaging

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

14 Pseudo-personalized Pseudo-personalized print can add marketing umph. Possible Input Output Considerations» Name» Greeting on any print or digital media» Minimal testing and fulfillment requirements» Raises expectations about further personalization

15 Versioning: Print Declutter communication with unique versions of the information. Possible Input Output Considerations» 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

16 Target HSA messaging Spenders: Need to use the account & employer contribution every year 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! Savers: Can afford to pay expenses directly and use the HSA for long-term savings MESSAGES: Using your HSA as an additional retirement savings vehicle Maintaining tax shelter Building a health care nest egg 16 Master Class: Building Engagement

17 Versioning: Online Declutter communication with unique online content. Possible Input Output Considerations» 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? 17 Master Class: Building Engagement

18 Personalized calculations with static messaging Personalized calculations illustrate how an individual can get more from company benefits. Possible Input Output Considerations» 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?

19 Personalized calculations with variable messaging Almost like a counseling appointment with HR! Possible Input Output Considerations» 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 19 Master Class: Building Engagement

20 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 20 Master Class: Building Engagement

21 Getting started 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 21 Master Class: Date drives decisions

22 Final thoughts One size doesn t fit all Targeting makes communication more effective because it is more relevant A modest additional investment for a greater result! 22 Master Class: Building Engagement

23 Q & A 23 Master Class: Date drives decisions

24 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 Continue the conversation online:» linkedin.com/in/jenbenz» twitter.com/jenbenz 24 Master Class: Date drives decisions

25 Join us next time for Beyond a two-week window: 10 ways to make annual enrollment a success in an era of health care reform July 10, Master Class: Date drives decisions