Our Challenge

A global engineering firm wanted to shift employee enrollment from its popular, but expensive, Preferred Provider Organization (PPO) plan to their lower-priced high deductible health plan (HDHP). The HDHP offered lower premiums and out-of-pocket costs but, to maximize these savings, employees had to make informed health care choices.

To meet our client’s objectives, we needed to:

• Persuade employees to leave a medical plan they loved for one they perceived to be more complicated to understand and use.
• Teach employees how to access resources and tools for making more informed decisions when using the HDHP, so they could still receive quality care, while spending a lot less.

Our Plan

We developed a multifaceted campaign that included a video, how-to guide, emails, posters and home mailings. Our content featured everyday language, simple analogies and engaging graphics to grab people’s attention and make learning easy.

Our Results

Our campaign delivered a significant shift in plan preference, with enrollment in the HDHP moving up from 43.8% to 50.4% and PPO enrollment declining from 56.2% to 49.6%. Employees reported satisfaction with the HDHP’s coverage and ease of use, with plan enrollment continuing to increase over subsequent years.