by Angela Greenhalgh
When securing new employer group clients, a strong HSA vendor can be one of a broker’s greatest allies. Not only can the right vendor make the job easier for both you and the employer, but it can further your reputation, leading to retention and more revenue. The ideal HSA vendor should provide expertise that complements your own in the following ways:
They know how to empower employers to help employees make better healthcare decisions.
The 2018 WEX Health Clear Insights Report, which surveyed more than 1,000 U.S. workers with employer-provided health insurance, found that most consumers with consumer-directed healthcare (CDH) plans need help figuring out how much money to set aside to cover deductibles and help with managing their doctor bills. Keeping consumers’ limited health literacy in mind, your HSA vendor should have a tight grasp on these and other employee pain points and have a plan to educate employer groups in ways that allow them to influence the desired action during open enrollment and beyond. This includes providing employers with consumer-facing education pieces, tools and continued support to ensure that employees understand how to manage their accounts outside of the open enrollment season. There are now platforms and apps, for example, that allow employees to scan a product bar code to instantly determine whether an expense will be covered by their HSA and online dashboards that show employees their spending trends year-over-year, by expense type and even by family member.
They understand the power of personalized employee engagement.
When asked to select all the tools and resources they would find most helpful to become educated about their healthcare plan options, consumers ranked highest those that compare plans, estimate costs and calculate savings—all tools that yield personalized results. Deloitte’s 2017 survey of U.S. healthcare consumers corroborates this, finding that personalization—including clear communication and sensitivity—was rated as respondents’ top healthcare priority. To grab and hold employees’ attention and drive desired behaviors, your HSA vendor should offer numerous ways for you to customize messaging, allowing employer groups to send data-driven communications directly to employee populations.
They bring one integrated platform to the table.
Your CDH vendor should provide an intuitive technology platform that removes the complexity of managing multiple accounts, allowing employer groups to manage numerous plans and products seamlessly as well as to customize plans and portal designs. This will lessen the administrative burden on both you and the employer group, which helps to save on time and costs, not to mention resulting in less confusion for employees. Look for a platform’s integrated capabilities to include claims and EDI feeds, payroll, claim reimbursement invoices and automatic investment allocation.
Their reputation precedes them.
You should ask a lot of your HSA vendor: They should make the entire enrollment process seamless for your employer groups and their employees, increasing engagement and ultimately enrollment. But that’s not all. Vendors must also be known for their ability to pair up complex CDH account strategies that will satisfy the needs of employees while helping to control costs for the employer (such as pairing an HSA with a limited-purpose FSA). The best vendor will also continuously monitor—and demonstrate thought leadership on—industry trends and technology advancements. This will ensure that your clients receive top-tier services and are properly informed about any trends that could affect their benefits plan designs.
As a broker, you’re well-aware how relationship-based this market is. To reinforce your important relationships with employer groups, partner only with the best-of-the-best CDH vendors.
Want more? Download the Clear Insights Report here.
Vice President of Vertical Sales at WEX Health
Angela Greenhalgh has over 25 years working in health care and supporting the needs of employers, health plans, consumers, and members. She has been with WEX Health for almost 2 years where she focuses on educating and nurturing relationships with brokers and consultants. Previously, Angela spent nearly 9 years at Truven Health Analytics (now part of IBM Watson Health) where she worked to solve the data analytic, consumer engagement, and data warehousing needs of those same constituents. Her varied positions and collaborations with many brokers and consultants has fostered an understanding of the powerful role trusted confidants and relationship building plays when assisting employers with their benefits designs.