Using Social Media for Employee Health Benefits

Monday, September 26, 2011

Amy Gallagher, GoLocalProv Business/Health Contributor

Many companies increasingly understand the role of social media in the workplace. Whether it’s used to help generate leads, boost brand or reinforce a company’s responsiveness, organizations with social media policies know that employees network online, even at work, and are embracing the technology to reach more of them.

The HR Extension

Tighter budgets and more work for human resource departments in many organizations are forcing companies to employ novel ways to get critical benefits information to employees. And that’s where social media can help.

Social media is an important link in helping employers better understand employees’ benefit needs and concerns, and respond with relevant content that’s accessible and frequent. By keeping this information top of mind, social media sites can drive employees to consider their health benefits – and how best to utilize them – daily. The result?

More Savings.

Let’s be honest: health insurance is confusing, and no one really wants to pore over every line of a benefit summary. Employees today are eager to get the information they need when they need it so they can make decisions about their care and treatment.

By using social media to push information on plan benefits in the workplace, employees are reminded on a regular basis about how to use benefits appropriately to maximize savings.

For example, an organization can post a daily “Did you Know” about their health benefits, like “Need new specs? Don’t forget to use your HSA tax-free for vision care services.” Even if the content doesn’t apply to an employee’s particular situation, they know when to find the information that does.

More Time.

Submitting claims takes time, lots. And workers today have less and less of it. Using social media to ensure employees best use their benefits to avoid non-covered services can cut down on the amount of time spent resolving claims issues while at home or work.

By pushing information through social media about in and out-of-network providers, generic utilization and qualified expenses for consumer driven plans like FSAs and HSAs, employees know to think twice as healthcare consumers so they’re not surprised by insurance bills.

Regular posts could be as simple as, “Live in Warwick? See what providers near you participate in your health plan.” The key is to consistently show employees that they’re responsible for taking an active role in their care, and costs.

More Personal.

Most employers offer on-site open enrollment meetings for employees to ask questions about their benefits and how to use them. But that setting can make some workers uncomfortable about raising personal health issues that may require use of special benefits.

Through social media, HR can provide prompt responses in a more anonymous setting, allowing employees to ask the questions they need to so they better understand coverage that’s relevant to them. It’s also a great way to solicit employee feedback, or even complaints, about the health insurance benefits – valuable information management can use when evaluating offerings at renewal time.

More…Well, More Social.

It’s a known fact that people with exercise partners are more apt to work out. And since employees spend more time at work than anywhere else, it’s the perfect place to help them connect with colleagues who share their sweat-inducing interests.

Many companies employ wellness initiatives to help employees take a more proactive role in improving their health. With social media, employers can easily share health tips, post recipes and form groups targeted towards activities like walking, running, nutrition and more. These virtual communities can be just the push employees need to stay committed to a lifestyle that will make them healthier, happier and more productive.

Health benefits aren’t sexy. But relating to people through their social networks can help give a personality to an otherwise faceless subject. Try it and see how many employees “like it.”

Oh, and don’t forget the fine print. Companies that employ social media need to be careful not to violate HIPPA and other employment laws and regulations. When using social media, think in terms of all the compliance issues your organization faces.

Amy Gallagher has over 19 years of healthcare industry experience. At Cornerstone Group, she advises large group employers throughout southern New England on long-term cost-containment strategies, often coupling consumer-driven products with results-driven wellness programs. Amy speaks regularly in the business community on a variety of healthcare-related topics. She is a member of the Rhode Island Business Group on Health, its broker advisory subcommittee, HRM-RI, the Society of Human Resource Management (SHRM), WELCOA, and the Rhode Island Business Healthcare Advisory Council (RIBHAC) where she is Co-Chair of Media Relations. Amy participates in Lieutenant Governor Roberts’ Health Benefits Exchange work group of the Health Care Reform Commission.