Are Your Member Profiles Complete?
As forward-thinking employers, we all strive for our employees to feel supported at work and able to accomplish what they want in life. So what types of things help us achieve that? What sets us up for success in that realm?
It’s a whole multitude of factors, like competitive salaries, positive office culture, and, of course, the right benefits. Many initiatives need to come together correctly to make these things real. And in the case of benefits, they need to be accessible and ever-evolving.
We’ve previously asked the question, is your benefits ecosystem interconnected? Now we ask, is each member experience interconnected? It’s not enough to just make all benefits seamlessly accessible in one place; it’s necessary for the relevant information about each individual person to be represented just as comprehensively. That’s where benefits and real life intersect—and where great things can happen for employees.
Connecting the dots
Part of benefits being ever-evolving is they need to inform one another—not just in the employer’s selection of them, but in each employee’s use of them. The way an employee is engaging with certain health benefits may impact how they use certain financial or work/life benefits, for instance.
Different life circumstances can impact a person’s choices as well, so it’s critical that employers can see how these actions and life events are affecting one another. The scenario is unique for every person, and unique at different times.
With technology that allows us to identify how someone’s health benefits choices inform their financial benefits choices, and how evolving life circumstances play a part, we get better insight into what brings that person value, and what the most relevant benefits messaging looks like for them. The more we understand those factors, the better equipped we are to help those employees achieve what they want in life with the right perks.
Painting a clearer picture
Many companies broadcast communications to their entire employee populations when only a small percentage of the population is affected by it—things like a diabetes management tool, or a smoking cessation program. Complete member profiles enable employers to only direct those communications to those who need it.
Let’s consider a scenario, where an employee has just changed his home address. He has recently moved to a new city and transferred to another office location of his company. Rather than continuing to receive nudges about resources in his previous city, a complete member profile indicates there are new resources he should be encouraged to utilize. The right data stream enables relevant messages about local home and auto insurance options, for example, and suggests that he compare rates. He may also get nudged about his employer’s EAP, as that could help him adjust to his new city and ease the transition.
In more specific instances, however, the complete member profile can guide a whole other tailored experience. Let’s say an employee has signed up for her company’s step challenge, but halfway through the challenge, she gets unfortunate results from a preventive screening indicating she has cancer. Understandably, she now has a very different set of priorities, such as attending oncologist appointments and ordering treatment-related medications. Without a data stream that enables a complete member profile, communications about the step challenge would continue to be pushed, and more relevant health-benefit nudges wouldn’t necessarily be given priority. The employee would be unlikely to interact with the messages at this point, and an opportunity for the company to show they really care about her in this critical moment would be missed.
But with a data stream that takes all these events into account together, the employee gets more relevant support and the employer gets positive recognition—as a result, everything makes more sense on both ends. In this case, encounter and claims data would inform the nudges that person gets, allowing better guidance for the benefits that would be meaningful to her at this point in time. So rather than encouraging her to get more steps, more helpful information about her medical benefits can be pushed through, allowing for a more successful member experience.
Create the right framework to enable the right results
When employers build the necessary context around each employee, they can do a better job of meeting each individual’s needs. A complete member profile is the key to getting the most value out of a robust benefits ecosystem.
In the end, seeing how these factors inform each other—in each unique scenario—lets employers build more relevant, measurable, and meaningful experiences for their employees. Not only can it lead to improved benefits engagement, it can better position employers to cultivate that right mix. And with the right mix comes a more satisfied workforce, getting what they need out of both work and life.