There’s a war on talent happening across the country. COVID-19 has intensified workplace trends, changing not just how we work, but forcing some to question whether they want to work at all.

The small employers you serve feel the pinch more than ever as they struggle to create new jobs and retain high-value employees. That’s led to a whole new set of expectations and demands coming your way as leaders step up their investment in their benefits packages to offer greater support.

And we know you’ve been there right alongside them as their trusted broker and advisor. You've stepped up your game, too – from being a plan designer to becoming a more holistic benefits communications pro sporting the hats of financial advisor, talent expert, benefits educator and more.

What makes it even more difficult for smaller employers is the lack of competitive health insurance solutions, with just a few large players in the marketplace. It becomes increasingly challenging to provide that extra level of value your clients are seeking.

Yet there’s plenty of choice on the horizon, and HealthPartners can help you navigate it.

Here are four ways to keep providing exceptional value in this new workforce frontier to small employers, along with tips that can help you come out on top.

1. Communication and outreach are key

There's no doubt that in the midst of these major changes, you feel the pressure to deliver something truly innovative and different for your clients, and you are working extra hard to do just that.

But you also know that not everyone is getting the memo, especially in markets where working with a broker isn’t typical.

According to BenefitsPro, one in five employees in general say they would like more information on benefits, with 78% of millennials wanting to receive more communication about them throughout the year, too. These trends could be part of the reason why 93% of employees pick the same health benefits package each year.

This offers a huge opportunity to come in and add that extra value by offering market insights about what larger companies are doing to tackle similar issues, like health and well-being. You also have unique access to industry knowledge that many small employers aren’t aware of, or simply don’t have the personnel to keep up with. Describe ways that you can be that extension of their benefits team. It’s in their best interest because they may not realize how the benefits decisions they’re making may be costing them more in the long run.

If you're doing this already or want to change your approach, we're here to help by giving small employers more choice and flexibility with the plans they choose. HealthPartners offers a broad range of flexible small group health solutions designed for a diverse workforce, including low to high deductible, embedded and non-embedded deductible HSA, and co-pay plan options.

2. Guide them toward robust plan designs that drive greater choice and flexibility

Many small business owners may be still stuck thinking there isn’t really anything they can do to make their plans leaner, or to lower costs and encourage healthier behaviors. Maybe they feel forced to accept a price increase due to the lack of choice in plan design. Or maybe a previously affordable plan option is no longer available.

We offer multiple plan options to address diverse workforce needs. And employers can finally make the small tweaks in the plan design they desire without having to force employees to make an enormous leap into a completely new policy.

Here are three health solutions we offer for common issues your clients may face:

• Mature workforce or those managing chronic conditions: We offer traditional benefits, but with a large variety of deductibles and copays that provide a higher level of coverage. Prescriptions within these plans are also not subject to the deductible. This makes them a more appealing alternative for those who may need frequent prescriptions to manage chronic conditions without having to worry about high drug costs.
• Young, healthy workforce: Our Three For Free plan provides younger workers with fewer health needs the opportunity to take advantage of a lower cost, high-deductible plan, while still enjoying the convenience of three free doctor visits per year. Additional high-deductible options include an HSA that allows employers to contribute tax-free funds to help their employees cover health care costs.
• Families: For families not wanting to pay the high deductibles of traditional plans, we offer plans with lower embedded deductibles per person instead of one large non-embedded deductible spread out over the whole family. The non-embedded deductibles can be two to three times the normal deductible, making it difficult for families to afford healthcare.

Each plan includes access to a large local and nationwide network of top-rated, low cost providers. Employees may also benefit from unlimited in-network telehealth coverage, which may help close the care gap, providing greater access for workers in rural areas.

3. Integration with dental and pharmacy benefits creates cost savings

One cost-cutting strategy your clients may not have considered is combining dental, pharmacy and medical benefits. This approach can lead to not only major savings in the long run, but also improved patient experience and better health outcomes.

Pharmacy benefits are a pain point for many small employers – and a source of much misinformation and confusion.

Our goal is to remove that confusion through a clear, seamless integration of pharmacy coverage and medical benefits. We offer easy-to-use tools for drug cost comparison to help employees identify low cost medications. And pharmacist navigators are just a phone call away, ready to answer questions and provide support regarding prescription drug benefits.

On the dental side, medical conditions like diabetes can easily be improved if people are getting the correct dental care. It’s important to educate employers about how the right dental care can improve health outcomes, prevent and diagnosis conditions more accurately, and help reduce costs. Small employers can save up to 25% when they pair a HealthPartners dental and medical plan together.

4. Steer them toward plans with exceptional member services

The health care insurance industry in general doesn’t have a great reputation for customer service. Plans can be complicated and confusing for employees, leaving many unaware of what is covered and how much they will need to pay out of pocket.

As a broker, you’re uniquely positioned to identify health insurance partners that go above and beyond for their members. An exceptional member experience can establish a lifetime of loyalty. It’s a big factor for client retention. So, it's critical to find insurers with a customer-first philosophy.

We are that partner, as one of the top-rated health insurance plans in the country for the last 10 years by the National Committee on Quality Assurance (NCQA). The NCQA is an independent third-party reviewer that ranks plans based on their preventive care and treatment practices, customer satisfaction, and NCQA accreditation.

Whether it be our member services, Behavioral Health Navigator support, CareLineSM service or Disease Management Nurse support, we’re here to help members manage the complexities of their care. That’s in addition to offering seamless administrative management, enrollment and claims processing.

It's pretty clear that taking the time to assess a health insurance company’s service culture can pay huge dividends for your clients, while also helping you improve overall retention and customer loyalty.

Your partner in serving small employers

After a tough year, employees are looking for a more customized plan that not only fits within their budget and needs, but offers that authentic connection to resources and service. The right communications, a mix of easy-to-understand plan designs, and a partner who invests in each member’s experience at every touch point will make it easier for you to retain clients and be that hero for employers.

HealthPartners offers a wide array of flexible fully insured and self-insured health solutions for both small and large employers in Iowa, Minnesota, North Dakota, South Dakota and Wisconsin.