In 2009, context worked with IMS Health to improve their U.S.-based consumer-driven health plan (CDHP) enrollment communications. They knew the plan would work for many more employees than were electing it. The obstacle wasn't the pricing. The obstacle was employees' distrust.
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Our work
In response, context devised a two-pronged approach to appeal to employees' rational and emotional sides.The first piece was a static slideshow that focused on the stats these engineer-types loved: Who enrolls in these plans? How satisfied are they? What are their health and financial goals?
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The second piece hit on well-known consumer-driven health plan myths and supplanted them with facts. Via a quick, interactive quiz, employees debunked their fears while learning how the plan actually worked.
Results
- Enrollment jumped from 4% to 7.5%, a more than 80% increase.