In his book, “A Whole New Mind,” Dan Pink writes that the 20th century represents an era dominated by left brain thinking, while the 21st century is dominated by the right brain. As we create year-long campaign to make benefits relevant to customers, we need to think in terms of facts, statistics and expert opinions that appeal to the employees' left brain, as well as the analogies, personal experiences and examples that will be more relevant to the right.

In essence, the left brain is analytical, and concerned with the financial aspects of our products, while the right brain is concerned about family security and doing the right thing. Both sides are involved in a purchase decision, and the more we can connect in both areas, the more likely employees will be satisfied.

In a recent study, consultants at LIMRA interviewed employees and focus groups to examine how employees evaluate optional insurance coverages, specifically short-term disability and critical illness. They found insurers need to use a variety of frequent and omni-channel communication methods to illustrate the need for these products and increase awareness through testimonial messages, analytical decision-making tools and multiple levels of educational resource detail. During enrollment, personal contact, whether in-person meetings or telephone and chat contacts, is highly preferred by many employees.

Simply putting benefits onto a web page is not going to result in employee satisfaction with the enrollment experience, and will not deliver the value employers deserve. We must position ourselves as year-round communications experts, helping employers and employees find more value in their benefit plans.