Making the Difficult, Understandable
Client: 733 Employees, Construction Trades
Issue: The employer wanted to implement an innovative medical plan arrangement that would save money without reducing benefits. Success of this new arrangement hinged on the employees using their benefits at point of service differently than in the past.
Solution: Paradigm Group’s account management team knew that employees had historically accessed their various benefits in the same way, but that the new medical plan would require a different process. They recognized that although the employer’s plan was comprehensive and competitive, employees’ attention likely would focus on the new process, which could be confusing without careful explanation. The team decided to avoid complicated verbal and written communications in favor of simple graphics designed to give employees easily understood and readily recalled images to use when they used their medical plan benefits. The images were featured in an initial announcement and reinforced in the open enrollment presentation and meeting handouts.
Outcome: Simplified images and a multi-pronged communications campaign allowed employees to appreciate the good news of stable benefits and payroll deductions instead of focusing on the new, more complicated delivery system.