Transcript Team Member Marketing - Pacific Business Group on Health

Wells Fargo 2008
Annual Benefits Enrollment
Marketing Strategy
February 27, 2008
Brooke Kamps
Gretchen Lennon
Heather Wales
Wells Fargo Overview
Demographics
 150,000 benefit-eligible team members
 137,000 enrolled in medical coverage
 292,000 total covered lives
 Team members in every state, most west of Mississippi River
21 Medical Plan Options
 National PPO & HSA HDHP - UnitedHealthcare
 BCBS PPO in five states - AK, TX, NE, WI, MI
 National CDHP - Definity
 HMOs in many locations - Kaiser & Health Net in CA
 EPP in 25 states - CIGNA
Team Member Choice
 All team members - national PPO, CDHP and HSA HDHP
 Majority of team members - HMO or EPO options + PPO and CDHP
 CA team members – seven medical plan options to consider
2
Changes for 2008
Team members had a lot to consider . . .
Medical
 Eliminated five medical plan options in nine states
 Health Net replaced PacifiCare in CA
 Expanded CIGNA EPP
 New high deductible health plan with health savings account
 Other changes, e.g. increased ER copay to $100 for most options
 Rates
Dental
 New Delta Dental option with richer benefits
 Enhancements to both Delta Dental options
Long Term Care (LTC)
 Current participants - buy-up opportunity without proof of good health
 New participants - open enrollment without proof of good health
3
Marketing Objectives
Team members will be engaged if they………..
Know the basics
 When annual benefits enrollment begins & ends
 What you need to do, if anything
 Where to find online tools, e.g. plan comparison tool, provider directory, etc.
 How to get started + detailed instructions on how to enroll
Know the details
 What’s new for 2008
 What changes apply to everyone or plans available to everyone
 What changes are happening in their state or to their plan(s)
Understand and value Wells Fargo’s benefits
 Variety of marketing materials – print, online & in person
 High degree of customization
 Materials that are easy to read, web site easy to navigate, access to meetings
Beyond annual enrollment - connect benefits with wellness and well being
 Enrolling in benefits is just the start
 Shared responsibility – team member, dependents & Wells Fargo
 Materials included preventive care information & wellness messaging
4
Marketing Inventory
Group Benefits, Team Member Marketing & HR Systems joint effort
Print
 Personalized enrollment guides – all team members
 Subject specific letters to targeted audiences – 10 letters
 Benefit meeting posters – customized meeting information
Online
 Teamworks Annual Benefits Enrollment website – at work & at home
 15 Teamworks center image promotion images
 45 different e-mail messages – general, targeted & personalized
 Online confirmation statements
 8 virtual benefit meetings – 3,200 attendees
 1 recorded session – 500 attendees
In Person Meetings
 41 meetings - 13,000 attendees
5
Marketing Materials
Marketing Campaign Consistencies
 From Head to Toe We’ve Got You Covered theme
 No stock photos
 Uplifting wellness messages
 Easy-to-read and straightforward
Personalized Guides
 General information & state specific changes
 Personalized information
•
•
•
2007 – current elections, rates, covered dependents
2008 – available options & rates
individualized plan comparison charts
6
Personalized Annual Benefits Enrollment Guide
7
Plan Comparison Chart Highlights
 One page summary of most frequently used benefits
 Print – personalized guide contains plans available to you
 Online – all comparison charts available, sorted by state
 Consumer focused – changed from plan pays to you pay format
 Additional features
• plan phone number & web site for additional information
• 24-hour nurse line phone number
• health management programs – aka disease management programs
• health risk assessment URL
• highlights section to promote miscellaneous features
8
Plan Comparison Chart – Health Net CA
9
Team Member Engagement Results
Were team members engaged?
 27,431 team members changed plans from 2007 to 2008, including
either to or from waiving coverage
 The largest net increase was to CIGNA, with a gain of 2,787 team
members
 The largest net decrease was from HMO's, with a loss of 795 team
members
 9,945 team members switched from one HMO to another HMO (due
primarily to elimination of PacifiCare)
 Enrollment increased by 3,645 team members
 Enrollment increased from 82% to 84% of eligible team members
10
What we learned
Final thoughts………
 Annual Benefits Enrollment is a marketing campaign based on
•
•
•
•
•
•





our culture
our objectives
Wells Fargo demographics, number of plans and choices
what’s new, what’s changing
expertise of Team Member Marketing, Group Benefits & HR Systems
formal feedback from team members
Team members like communication variety – print, online & in person
In person meetings – appreciated + great feedback opportunity
Online meetings popular – more state specific, more promotion
Personalized materials – keep raising the bar
Too many team members still wait until the last few days to enroll
11
Questions?
Thank you.
12