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
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Shine a Light on Year-round Strategies to Manage Benefits Costs

Engaging employees in their benefits-–and ensuring they choose and use their plans effectively – depends on year-round communications and a truly personalized experience. And DirectPath is here to help. We’ve provided tips, tricks and content to address some of the largest challenges your clients face and to shine a light on how YOU can brighten their year.

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  • Connecting Employees with Benefits
  • Benefits Destination
  • Communicating Benefits Virtually
  • Connecting Employees with Benefits
  • Benefits Destination
  • Communicating Benefits Virtually
multi generational employees

DirectPath helps you educate and engage employees throughout the year to drive better health care outcomes, increase benefits literacy, improve program participation, and nurture a happier, healthier workforce. This includes the development and delivery of content across the benefits lifecycle spectrum.

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Throughout the employee experience—from candidate to new hire and first-year trainee to seasoned worker—you have opportunities to influence employees’ actions, choices, and long-term outcomes. One of the best ways to leverage these opportunities is to provide a one-stop resource for all the information employees need in every step of their journey.

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Engaging employees with benefits that meet their needs provides one of the most significant opportunities for companies to get more value out of their benefits programs and improve the employee benefits experience.

Employers must apply a marketing approach to communicating benefits to drive engagement and encourage behavior change. The more employees know about and understand their choices, the more likely they are to use and value them.

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