services provided by mercer health & benefits llc communication approach discussion guide...
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Services provided by Mercer Health & Benefits LLC
Communication Approach Discussion Guide
February 1, 2010
2Mercer February 1, 2010
Agenda
Overview of Plan Changes
Changing Behavior
Communication Recommendations
Communication Estimates
Case Studies
Next Steps
3Mercer February 1, 2010
Multi-Year Transition to a Full CDHP Strategy
PPO A
PPO B
7/1/2009 7/1/2010 7/1/2011 7/1/2012 +
PPO C
PPO A
PPO B
CDHP 1
CDHP 2
CDHP 1
CDHP 2
PPO A
CDHP 1
CDHP 2
Existing Employees
New Hires
4Mercer February 1, 2010
In-network Medical Plan Designs
Welln
ess(F
ully
pa
id b
y H
ertz)
Fully Paid by Hertz
Deductible & Copays
Current PPO A 2010 PPO A
Copays for all Services
90% ER Paid
Fully Paid by Hertz
Deductible
Health Reimbursement Account
(Funded by Hertz)
2010 CDHP Plan
Welln
ess(F
ully
pa
id b
y H
ertz)
10% EE
Paid
80% ER Paid
20% EE
Paid
Prescription drugs are carved out
Balance Paid by Hertz
5Mercer February 1, 2010
Lessons Learned – Creating Productive Behavior Change
The company must be championing the change, not just HR
Internal support from key stakeholders – both top-down and bottom-up – is critical … and takes time … particularly in resistant cultures
Inertia is the enemy
Employees are skeptical about employer motives … set expectations for results … and plan for long-term to overcome
A “win-win” in messages and tactics is essential … what’s in it for me?
Integrate all people-related initiatives into messages and behavior change efforts … to multiply the impact and achieve desired results
Traditional communication only does not work anymore
6Mercer February 1, 2010
Adult Facts of Life (Not X-rated)
Adults don’t like to change Advertisers aim at 18–24-year-olds not because they buy more; adults over 25 are unwilling to change buying habits and brands
Adults think learning means change and represents hard work
Never underestimate the lack of time available, or overestimate adults’ desire to overcome laziness and use time wisely
Adult learning only starts after overcoming inertia
There needs to be a Big Bang, which only comes once and can’t be wasted
Adults follow leaders; they follow crowds and early adopters
Don’t start by aiming at the masses; get leaders and influencers up to speed first
Adults learn not from altruism but self-interest
It’s old-fashioned marketing: discounts, and promises of a better life
Adults learn personally – by pressing flesh and talking to real people
Web sites and newsletters are not enough; training means door-to-door canvassing, campaign rallies, and real folks on the phone
7Mercer February 1, 2010
Communication RecommendationsCore and Optional Elements
Building Education and Awareness (February – April)
Core Elements18-Month Communication Approach (Finalize by March 1) Identify audiences and communication
needs/preferences Develop key messages Identify targeted media and timing for broad-based and
specific audiences
Alignment of UHC messaging and materials (Ongoing) Conduct high-level inventory of vendor communication
materials and review for message consistency Review vendor administrative processes (claims and
HRA payments) to ensure accuracy of descriptions in communication materials
Align with UHC education efforts and communications
Pre-Enrollment Communication (Mail April 16) Focus on 2010 plan changes, introduce CDHP concept Similar to last year’s pre-enrollment fold-out
HR Representative Training (Week of April 12) Training session providing expert-level CDHP training,
delivered in person or as Web conference Purpose is to build a baseline understanding among HR
staff about plan changes and wellness initiatives Provide previews of communication and tools
Optional ElementsDirector and Above Meetings (Week of April 12) Executive summary-level education on Enrollment
communication strategy and CDHP education Briefing, delivered in person or as Web conference
“Cheat Sheets” for Managers (Week of April 12) Talking points document for all managers on Open
Enrollment and the CDHPs Distributed via email
Communication Advisory Group (Week of March 15) 12-15 employees invited to participate (minimal time
commitment, group would meet quarterly) Asked to provide input to communication strategy,
messaging and materials
Poster/Postcard/Table tents (Week of April 12) Heads-up notice of 2010 benefits changes and
upcoming Open Enrollment Poster and table tent cards for location distribution Postcards could be mailed to homes of all employees
8Mercer February 1, 2010
Communication RecommendationsCore and Optional Elements
Open Enrollment Communications (April – June)
Core ElementsOpen Enrollment Guide (Sent to OK City April 12 week) • Includes additional section with different CDHP examples
showing Hertz-paid and employee-paid expenses, including rollover scenarios for Years 2 and beyond
Medical plan comparisons (PPOs and CDHP options) Summary of other benefits and wellness benefits• Follow similar layout and approach as prior year’s guide
(20-24 page booklet) but consider one-page “wrapper” that highlights all changes
Employee Meetings (Late April through mid-May) Kick off active Open Enrollment season with educational
session that focuses on plan changes Option 1 – Develop Meeting PowerPoint presentation Option 2 – Introduce Flash eLearning tutorials, and
deliver them in employee meetings (where HR reps and managers can schedule and run them through shifts, with employees dropping in to watch)
Update UHC Website & Estimator (Done by April 19) Post enrollment materials to UHC website Update plan estimator tool Optional – deploy Mercer’s “one-screen” flash MPCE
Optional ElementsFlash eLearning Tutorials, Modules (Week of April 26) Two modules: 1) Enrollment choices; 2) CDHP
education Flash technology supports simple graphic depiction of
complicated concepts Optional Spanish subtitles feature Delivery method targeted to audience:
• Field – included in employee meetings; played in a loop on kiosks in break areas; available as a DVD on request (also available on Hertz or UHC website)
• Corporate – pushed to employees via email with a link to Hertz or UHC website
Poster/Postcard/Table tents (Week of April 26) Open Enrollment reminder Poster and table tent cards for location distribution Postcards could be mailed to homes of all employees
Benefits Fairs (Timing TBD; ongoing education) Opportunities for employees at site locations to meet
benefit plan representatives and ask questions, pick up plan materials
Supplement with Enrollment communication materials
9Mercer February 1, 2010
Communication RecommendationsCore and Optional Elements
Ongoing Education and Support (July – December)
Core ElementsGuide to Biometric Screenings (Mail week of June 21) Explain biometric screenings and their value Communicate the Hertz “vision” and key message on
why they are “mandatory” and detail process and logistics to getting a biometric screening
Print piece mailed to employees homes
CDHP Toolkit/How the Plan Works (Week of July 5) Reference resource for CDHP enrollees Includes visual flowchart of the step-by-step process on
how to use the CDHP, Explanations of Benefits or other documentation and trouble shooting steps
Mailed to employees’ homes or email link to online PDF
New Hire Enrollment Guide (Done by week of June 21) • Follow similar layout and approach as enrollment guide
(20-24 page booklet) but with new hire plans only
Review/Audit of Hertz Benefits Website (Timing TBD) Review opportunities to update benefits-specific info on
Hertz intranet site and implement changes, coordinating with overall Hertz web strategy
Update Handbook (Complete by October 1) Update handbook to reflect new plans
Optional Elements“Ask the Experts” Benefit Sessions (Ongoing after July 1) HR or UHC representatives at larger locations at regularly
scheduled quarterly sessions Employees can attend sessions to discuss benefits or
wellness-related questions and issues
CDHP Feedback Channels (Ongoing after July 1) Periodic “user group” meetings for currently enrolled CDHP
members to ask questions; share ideas or “tips and tricks” for using their CDHPs and provide testimonials for communication to non-members
Postcards/suggestion boxes/email box for submission of questions and comments
Optional – Establish CDHP “user blog” for plan participants to post experiences/questions (carefully moderated in order to dispel myths about the plans and connect users with appropriate resources)
Flash eLearning Tutorial, Module (Launch August 2) Focuses on all of Hertz “wellness” resources and tools One-stop shopping for information on how to use available
wellness resources
Poster/Postcard/Table tents (Week of August 2) Promotion of wellness resources/programs
10Mercer February 1, 2010
Communication DeliverablesEstimates for Building Education and Awareness (February – April)
Communication Specifications Mercer Vendor
18-Month Comm. Approach
• Mercer will work with Hertz and UHC to develop key messages, audiences, media/channels and timing
$12,500 Not applicable
Alignment of UHC messaging and materials
• Peer review UHC materials for message consistency, including review of administrative processes (claims & CDHP payments) to ensure accuracy of materials
$7,500 Not applicable
Pre-Enrollment Communication
• Introduce short & long-term changes and key messages• 8-panel fold-out (similar to last year’s communication)
$27,500 (includes design)
$25,000 (includes postage)
HR Reps Training • Meeting materials – assumes PowerPoint presentation of 30-40 slides and speakers’ notes with FAQ document
• Hertz and/or UHC to conduct training session
$15,000 slides$5,000 FAQs
$2,500 for PPT voiceover
Director and above Meetings
• Meeting materials – assumes PowerPoint presentation of 15-20 slides and speakers’ notes
• Hertz and/or UHC to conduct training session
$10,000 $2,500 for PPT voiceover
Cheat Sheets for Managers
• One- to two-page key talking points for managers on Open Enrollment and CDHP (delivered by email)
$5,000 Not applicable
Communication Advisory Group
• Mercer to develop meeting “format” and approach• Mercer, Hertz and/or UHC to facilitate (TBD)
$3,500 approach$1,500 facilitate
Not applicable
Poster/Postcard/Table tents
• Heads-up notice of 2010 benefit changes and Open Enrollment
$2,500 per each (UHC capability)
TBD
11Mercer February 1, 2010
Communication DeliverablesEstimates for Open Enrollment Communications (April – June)
Communication Specifications Mercer Vendor
Open Enrollment Guide
• Explain the 2010 plan changes and other benefit options• 20 -24 page booklet (similar to last year’s guide)• Optional – one-page “wrapper” that highlights all changes
$32,500 (includes design)
$13,000 plus shipping (wrap optional)
Employee Meetings • Meeting materials – assumes PowerPoint presentation of 20-30 slides and speakers’ notes
• Hertz and/or UHC to conduct training session• Alternative option – use eLearning Tutorial, Modules
described below
$15,000 $2,500 for PPT voiceover
Update UHC Website & Plan Estimator Tool
• Post enrollment materials to UHC website• Update plan estimator tool• Optional – deploy Mercer’s “one-screen” flash MPCE
UHC to provide estimateMercer – TBD
Not applicable
Project Management and Technical Review
• Conduct weekly team calls from March through June• Technical Peer review from Mercer Health & Benefits team
$30,000 Not applicable
Flash eLearning Tutorial, Modules
• Two modules; Enrollment choices and CDHP education• Approximately 7-8 minutes per module (optional video
introduction to each module); Custom graphics and Flash animation; Delivered online or possibly DVD
$42,500 $37,500 flash programming (optional video – $7,500)
Poster/Postcard/Table tent
• Open Enrollment reminder $2,500 per each (UHC capability)
TBD
Benefits Fairs • Site location benefit fairs for employees Hertz and UHC Not applicable
12Mercer February 1, 2010
Communication DeliverablesEstimates for Ongoing Education and Support (June – December)
Communication Specifications Mercer Vendor
Guide to Biometric Screenings
• Explain biometric screenings and their value and detail the process and logistics (print piece mailed to homes)
$22,500 (includes design) (UHC capability)
TBD
CDHP Toolkit • 8- to 12-page “CDHP Overview” guide of how the plans work, with additional examples including Year 2+
• “Placemat” or “Z-Card” of visuals/flowchart
$22,500 (includes design) (UHC capability)
TBD
Update Handbook • Update handbook to reflect new plan designs TBD TBD
Update Hertz Website • Review Hertz website for benefit specific content TBD TBD
Ask-the-Expert Benefit Session
• Planning, logistics and materials for these sessions• Hertz and/or UHC to conduct session
$3,500 format Not applicable
CDHP Feedback Channels
• CDHP User’s Group – initial charter & guiding principles• Postcard/Suggestion Boxes/email box or “blog”• Hertz and/or UHC to conduct session
TBD Not applicable
Flash eLearning Tutorial, Module
• Wellness and Biometric screening module (approximately 7-8 minutes module (optional video introduction)
• Custom graphics and Flash animation; Delivered online or possibly DVD
$30,000 $20,000 flash programming (optional video – $7,500)
Poster/Postcard/Table tents
• Open Enrollment reminder $2,500 per each (UHC capability)
TBD
13Mercer February 1, 2010
GapSurvey
Research and enrollment materials to support the introduction of new HRA plan options
Research Summary
Enrollment Guide
Benefits Overview
HRA Guide
Flash Tutorial
14Mercer February 1, 2010
Weston
Wellness Brochure
Campaign Announcement
Posters
Materials to support the previously introduced CDHP options and new wellness initiative
Postcard
Annual Enrollment Web Site
15Mercer February 1, 2010
Kroger
Video
Newsletters
Roadmap
Statement (password = Mercer_Kroger
Decision Guide
Flipbooks
HR Presentation
Integrated large-scale health and retirement change
Services provided by Mercer Health & Benefits LLC