NEW YORK--(The Segal Company, says, “We need to start communicating with our target audiences from the perspective of ‘what can we do/say/share with you that will engage you in healthy living and motivate you to deal with any current health issues?’” He stresses that shifting the paradigm around health care benefits communications is crucial: “While many organizations have already implemented value-based health care (VBHC) strategies, including wellness and disease management programs, they must communicate with the goal of motivating and inspiring people to take advantage of the programs available to them.”)--Tupper Hillard, Vice President and Senior Communications Consultant for
“While many organizations have already implemented value-based health care (VBHC) strategies, including wellness and disease management programs, they must communicate with the goal of motivating and inspiring people to take advantage of the programs available to them.”
Mr. Hillard explains that plan sponsors are often so busy communicating the numbers, processes, and descriptions of health care benefits, that they seldom address what is important: improving health and creating an environment that supports shared responsibility in taking care of participants, retirees and their families.
“Communication is an integral part of any successful VBHC strategy,” says Hillard. But as with any major change, an organization that wants to refocus its approach to health care benefits should develop a communications campaign around the concept. Hillard suggests holding focus groups with members and spouses to learn what these key audiences want to know about their benefits, options and resources. The findings can be used to build and promote branded communications that will elicit positive responses. Hillard concludes, “People-centered, value-based design is likely the single best strategy for maintaining a healthy, high performing workforce at the greatest quality/cost ratio by lowering the financial and behavioral barriers to getting the right treatment.”
For more information, or to speak with Tupper Hillard about this topic, contact Mary L. Feldman.
The Segal Company (www.segalco.com) is an independent, US-based firm of benefit, compensation and human resources consultants. Clients include joint boards of trustees administering pension and health and welfare plans under the Taft-Hartley Act, corporations, non-profit organizations, professional service firms and state and local governments.