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.
Our workIn 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?
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.
- Enrollment jumped from 4% to 7.5%, a more than 80% increase.