Benefits advisors’ secret weapon: personalization with data

Benefits advisors play a crucial and trusted role in shaping the health and wellbeing of the workforce, a factor that directly impacts an organization’s effectiveness, efficiency and success. Encouraging employers to focus on improving their employees’ personal wellbeing is not just about enhancing workforce productivity; it’s also about nurturing a culture of health that benefits the entire organization and ultimately deepens the relationship and trust between broker and client.

Healthy employees also contribute significantly to a positive work environment, demonstrating higher loyalty and maintaining better attendance. This, in turn, reflects positively on the organization’s bottom line by reducing health care and benefits costs. Despite the critical importance of fostering employee health, many employers face challenges in motivating employees to make healthier choices.

Benefits advisors can guide employers through these challenges by emphasizing the mutual benefits of comprehensive wellness programs. When effectively communicated and implemented, these programs can lead to significant improvements in employee health, thereby reducing overall health care expenses for both the employer and the employee.

Advisors can play a critical role in ensuring this strategy is executed to the highest degree possible. By offering the right mix of benefits administration, wellness, health care, and other benefits options, they can lead the charge to create a more personalized experience for employees.    

It’s important to note that while there has been criticism of employer involvement in personal health decisions (or employer paternalism), the investment in benefits programs aimed at improving the quality of life for employees is substantial. Unfortunately, these programs often lack traction without proper advocacy and support.

Findings from The Commonwealth Fund indicate that 40% of Americans skipped or delayed routine health care visits last year, leading to a deterioration in health for 60% of those individuals. Gallup’s research also points to preventable conditions as the culprits behind 75% of health care costs.

This situation is unsustainable for both employees and employers. Benefits advisors are in a prime position to advocate for a critical change in the way we think about delivering health benefits.

Benefits advisors as personalization champions

Employers, armed with claims data and insights into their workforce, often already have the data necessary to tailor their health and wellness programs to meet the specific needs of their employees. However, traditional health advisories and routine suggestions often miss the mark, especially with the most vulnerable segments of the workforce. The key to engaging these individuals lies in leveraging the data at hand to deliver personalized communications. These should highlight relevant health threats, recommend specific screenings based on individual health histories, and address potential future medical needs.

Personalization can be transformative — even for those who appear healthy. By moving beyond a one-size-fits-all approach, employers can ensure that all of their employees can take preventative health actions. This not only improves the credibility of the health information provided, but also builds trust — a critical component in an environment where employees may feel skeptical about the motives behind employer-driven health initiatives.

For benefits advisors, advocating for personalized health programs means encouraging employers to use their claims and employee data responsibly to create targeted, impactful communications that go beyond traditional carrot-and-stick approaches. By fostering a relationship based on trust and tailored advice, employers can mitigate the risks associated with delayed medical care and drive positive health outcomes, benefiting both the organization and its employees.

Demystify health care

The complexity of our health care system poses a real barrier for organizations seeking to create a healthier workforce. Navigating this system requires individuals to be acutely aware of their health history, understand the nuances of their insurance coverage, and stay informed about the preventive and routine care necessary for their wellbeing. Unfortunately, the intricacy of health insurance and the lack of clarity about what services are covered lead many to forgo essential preventative care altogether.

Advisors can guide employers in breaking down these barriers through the strategic use of personalization. By utilizing individual health data, advisors can help employers provide their employees with clear, personalized guidance on navigating their health care and insurance benefits. This tailored approach can demystify the complexities of the health care system, making it easier for employees to understand what services they are entitled to and how they can access them.

Moreover, understanding health care costs remains a daunting aspect for many employees. The lack of transparent pricing in health care can deter people from seeking the care they need. With personalized insights into health care expenses, organizations can empower employees to plan for and manage these costs more effectively. Reminding employees of their previous health care expenditures can also enhance cost transparency, potentially reducing future claims and fostering a culture of trust and informed decision-making.

Artificial intelligence and machine learning offer promising solutions to improve transparency in health care pricing, as well. By predicting health care costs based on anticipated medical needs, these technologies can provide employees with a clear understanding of the financial realities of their health care decisions. This continuous, personalized information stream can align with individual health goals and preferences, allowing employers to offer widespread support with minimal input from HR and benefits leaders — or their benefits advisors.

A better experience for all

This shift in approach represents not just a balancing act between cost containment and the richness of benefits, but a profound commitment to prioritizing employees’ health. It’s a strategy that underscores a message that employees are valued beyond their immediate output, fostering a deeper level of trust and engagement.

By leveraging personalized data, companies can transition from offering standard benefits packages to spearheading a health revolution that promises real transformation. This approach has the potential to influence not only the immediate organizational environment, but also to echo through future generations and the wider community, establishing a legacy of health-conscious practices and policies.

As health care costs escalate and organizations seek innovative strategies to mitigate these expenses, the significance of prevention is apparent. The most substantial cost for companies now is not found in the expenditures associated with health benefits, but in the missed opportunity to prevent illness before it starts. An organization equipped with the right data, insights, and a commitment to personalization can significantly impact its employees’ health, improving their quality of life while simultaneously enhancing the company’s financial health.

Benefits advisors are integral to this process, serving as advocates for change by encouraging employers to adopt personalized health initiatives. Through their expertise, they can guide employers in utilizing data effectively to create targeted programs that address the specific health needs and risks of their employees. This not only aids in the prevention of illness, but also builds a culture of wellness that permeates the entire organization, leading to reduced health care costs, improved employee morale, and a stronger, more resilient workforce poised to drive the business forward.

Jim Priebe, Chief Strategy Officer at Empyrean, is a health industry innovator with leadership experience ranging from tech startups to established health solution organizations such as Optum and to care delivery systems such as The Mayo Clinic.