For all the benefits of the high-deductible health plan (HDHP)—lower premiums, tax savings, more flexibility for patients, to name a few—it has developed a bad reputation among employees. The reason why could be right in the name: the phrase “high-deductible” isn't exactly attractive for employees who are hearing about it for the first time—and studies suggest that employees have limited knowledge about what such plans entail.

The first impression matters, which is why the HDHP requires more than education. Employers are already addressing low HDHP adoption by investing in education tools and plan decision support during open enrollment, but it's time for benefits leaders to go even further. It's time to rebrand the HDHP.

Understanding the problem

According to a 2016 Harris Poll, employees tend to describe HDHPs with words like “risky” and “disappointing,” while positive terms like “affordable” and “a good value” come up much less frequently. And while adoption of HSAs has been growing, only 46 percent of those eligible are contributing to an HSA.