HDHP with HSA Plans: Tailoring Communication for a Union Population

By Danielle Foley
Senior Communication Consultant

High deductible health plans (HDHPs) with Health Savings Accounts (HSAs) have been popular for over a decade, but some unions are just beginning to offer them. As we know from rolling out HSA Plans to non-union employees, a good communication plan is the key to getting employees to enroll!

While you can certainly leverage your non-union communication materials, you’ll want to pay special attention to the unique needs of the union environment.

Prep union leadership.
They know the new plan is coming, but can they really explain how it works? Union leaders are key influencers, so make sure they know their stuff. Prepare a leader “cheat sheet” with high-level details about the new plan, examples, and a few FAQs.

Hold on-site meetings.
It’s critical to hold an in-person meeting during each shift. A thorough PowerPoint presentation is essential, but be sure to leave time for lots of questions. A large consumer products company attributes their successful 98% HSA union enrollment in part to the multiple meetings they held at each union location. According to our client, “With a complicated plan like this, the personal touch can’t be underestimated.”

Do the math.
Lay out exactly how the features of the plan work, including deductibles, out-of-pocket maximums, and how the company’s seed money (if any) can help to defray costs. Develop easy visuals to guide employees step by step. Encourage them to think through a “worst case scenario” to determine their HSA contributions. In many companies, employees pay less for the HSA Plan than for other plans, so share how these cost-savings add up over the course of a year.

Talk about January 1.
We find it extremely helpful to paint a detailed and realistic picture of what will happen if an employee needs care on January 1 of the new plan year. This helps employees prepare for a little “sticker shock” at first. For new plan participants used to paying a $10 or $20 prescription drug copayment, this is especially important.

Provide the details, but not too much.
It’s OK to use active enrollment materials (such as an enrollment guide) as a starting point, but consider whittling down the content. Offer ways to get more details for those who want them—additional handouts at the meetings, content on your benefits website, or live call center help.

Provide hard copies of materials.
Many employers have switched to digital enrollment communication, but old-fashioned print copies work best here. A recent client even had enrollment materials drop-shipped to each location and handed out at the meeting, so employees could refer to them real-time. Do your research on who is most often the decision-maker for medical plan choices—the employee or the spouse at home. Consider inviting spouses to face-to-face meetings and be sure benefit materials go home.

Communication Insight

When communicating to a union population, be sure to tailor your messages as well as the delivery vehicles.

Need help meeting your HSA enrollment goals for active or union populations? Contact us. 

 

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