Goodbye summer, hello open enrollment

By: Mike Milligan, President, Legato Marketing & Communications

As summer starts to wind down,  the cool winds blow in and the leaves change color, thousands of insured employees will face their annual Open Enrollment period.

Many healthcare marketers choose to ignore this opportunity to communicate with existing and potential new patients, relying on the human resources personnel at each company to accurately explain the benefit changes. The truth is, only something positive can come out of being proactive with both employers and employees. Here are a few things you can do to prepare for the upcoming Open Enrollment period:

1) Know the insurance plans. In some organizations, this might be the marketing department’s responsibility; in others, there is a separate development department that does so. Regardless, someone in your organization needs to know exactly which plans are in your marketplace and whether your physicians and services are included. Make sure the data is updated annually – it’ll serve as your roadmap.

2) Evaluate the changes. Remember that data from the previous item? Use it to uncover opportunities. The most obvious will be any that move from an exclusive panel to an open one.

3) Work cooperatively. If a major employer suddenly includes your providers after years of being out-of-network, start by connecting with the benefits specialist and see if you can provide any brochures or attend their benefits fair. Ask to provide health columns for the company newsletter. See if you can hold a lunch ‘n’ learn health education program on site.

4) Get creative. Did you find out there are political reasons your providers were out-of-network for all those years? Remember that some of those employees are probably waiting for this news so make sure they get it. Consider newspaper or radio advertising. Maybe it’s time to rent the billboard that every employee drives past to get to work. See if you can sponsor the placemats at nearby restaurants or the gas station toppers at the gas station across the street. Major changes will impact your company’s bottom line regardless of what you do – but consider the return on investment from acquiring new patients who will stay with you as long as their insurance allows them to. You might not see immediate results, but remember this is about building long-term relationships.

Open Enrollment can open the door to new opportunities for your organization. Opportunities to strengthen existing relationships. Create new ones. And build brand awareness. It happens every fall, so be prepared to make the most of it—every year.