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Customer-Centric Worksite Marketing Prevents Open Enrollment Overload

By  Erik Raper Erik Raper  on 2016-01-28 17:00:05  |  Featured in  Insurance
Erik Raper
Posted By Erik Raper
in Insurance
on 2016-01-28 17:00:05

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Worksite Marketing (WM) is not simply the sale of group voluntary benefits or ancillary benefits to a specific captive group. WM reflects the fact that the products are being sold to individuals at their place of employment, rather than in their home.

WM plans, which are packages of benefits that the broker and plan sponsor have developed to be offered to their employees, may vary greatly from one company to the next.  The plans may include both traditional group benefits as well as individual products. 

For today's employees, there are many educational tools and materials available to assist during the enrollment benefit selection process. In an effort to manage benefit program costs, employers are offering a wider array of voluntary benefits to all employees. 

What's more, as the marketplace becomes more “retail” in nature, employees have greater, more robust choices and require more communication, education, and engagement from their employers - and insurers. 

This is especially true during open enrollment!

Why is this critical? During the enrollment process the employee can be overloaded with benefit information then “check-out” of the process because they are overwhelmed and miss the opportunity to buy appropriate coverages. 

To avoid this, worksite marketing should provide a personalized enrollment process for each individual with recommendations of coverage based on guidance from decision support tools, videos and personalized enrollment materials. 

All of this can be presented electronically via the employer's web portal or via an enrollment portal provided by the carrier. This streamlined marketing approach allows the employee to easily move through the online pathway and opt in or out of specific coverage’s after reviewing related educational information.

What works?

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What worksite marketing capabilities matter most for customer-centric engagement? 

  • Personalized Enrollment Materials
  • Decision Support Tools
  • Interactive Presentations
  • Electronic E-Books
  • Videos

In utilizing the above options, it's important to recognize the value of short concise videos -  an important medium in providing education about available benefits and the enrollment process. Additionally, use of an E-book to include printed product brochures, interactive links to decision support tools and embedded videos provide a customer experience pathway for an employee to easily follow during the benefits election process. 

The overall experience should be customer-centric
at all times and engaging. 
 

Personalized enrollment materials with suggested coverage’s and benefit levels appropriate for the employee based on current coverag levels, age and class.  Personalized materials guide the employee in the complicated benefit selection process. Likewise, decision support tools are presented to the employee online and utilize an interview style approach to determine how much coverage is needed by the employee and his/her family based on, for various Group and Voluntary products, responses to the interview questions.  At the end of the interview process a summary of responses is presented with a total coverage amount recommendation.

A great deal is happening in the voluntary benefits market, as more brokers and carriers enter the space, and employers realize supporting employees' overall physical, emotional and financial health, increases presenteeism and productivity. 

Today's progressive enterprises are thinking more creatively and strategically about how to design benefit programs that are within cost constraints and attractive to employees. In this way, organizations are attracting and retaining top talent, thanks to engaging customer-centric initiatives. 

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Erik Raper

Erik Raper

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Erik Raper heads Paragon’s Marketing and Advisory Services teams across focused industries. In this role, Mr. Raper leads his team to bring deep industry experience, rigorous analytical capabilities and a pragmatic mindset to clients’ most complex business problems. Mr. Raper’s team of marketing and strategy professionals work with Paragon’s Industry Leaders in the development of key go-to-market solutions which align to Paragon strengths and are essential to achieving clients’ business imperatives.

Before being appointed to his current position, Mr. Raper has served several key roles at Paragon including Director of Strategic Solutions Sales, Vice President of Strategy, and leader of Advisory Services. Mr. Raper guided the development of a suite of straight-through-processing (STP) solutions that focused on delivering business value–expanding Paragon’s Fortune 500 clientele and establishing the foundation for the firm’s brand platform: "Improving the Way Work Gets Done."

Prior to his appointment at Paragon in 2004, Mr. Raper spent seven years with Prudential Financial. As a vice president, he was instrumental in leading Prudential through a major operations and technology re-engineering in support of the company’s initial public offering. Preceding his employment with Prudential, he spent seven years with AT&T in various Marketing and Strategic Planning positions.

Mr. Raper holds a B.A. in Marketing from Columbus University, Metairie, Louisiana.

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