More than ever before, employers must apply a marketing approach to communicating benefits to drive engagement and encourage behavior change.

The average individual sees 5,000 ads a day. Add to that the news stories, emails, Twitter postings, IMs and other messaging, and it’s no wonder benefits communications get lost or drowned out. Chances are the first few times you tell your employees something about their benefits, it won’t completely register with them. So how can you ensure your message is getting heard?

Getting employees to take action—to enroll in their benefits, to look at their current elections, to take their personal situation into account, to read about and understand how a new regulation will affect them—requires communications that don’t just inform, but change a perception or a behavior. That means taking a marketing approach to communicating benefits.

Starting with a strategy—a plan to succeed—will go a long way towards ensuring that you meet your goals for your benefits program.

Working with DirectPath’s experienced communicators helps you and your employees connect through effective communications. Our writers have more than 125 years of combined experience communicating clearly, compellingly and accurately about employee benefits. We act as an extension of your team, so you can focus on your other business priorities. We listen to your specific challenges and communication needs and develop a comprehensive communication strategy that leverages:

  • Content and training in advance of open enrollment to prepare employees to take necessary actions
  • Year-round health literacy campaigns to improve understanding of health care and health insurance and use of cost-savings programs
  • Management and coordination of benefits content across all vendors, reviewers and platforms
  • A benefit plan system of record that automates the generation, and preserves the accuracy, of all benefits compliance, communication and enrollment content
  • Generation of compliance, education and enrollment materials (such as summary plan descriptions, summaries of benefits and coverage, enrollment guides, newsletters, and legal notices brochures)
  • Targeted delivery channels for each audience, including online, face-to-face, interactive, video, QR codes, text, print, etc.
  • Measurement tools and analytics to measure effectiveness of content and delivery methods


  • Enhances awareness, knowledge and appreciation of your benefits package
  • Improves appropriate and cost-effective use of services
  • Drives employees and their family members to make more educated choices about their coverage and benefits
  • Enables HR and benefits team members to focus on strategic matters and other business priorities
Communicating Benefits to Drive Engagement and Encourage Behavior Change
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