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When it comes to employee benefits, HR pros who add ‘marketing’ to their LinkedIn skills will also see a more engaged, healthy workforce.


In today’s world, personalization is something consumers have come to expect. And that’s for good reason. Advertisements inundate consumers everywhere they look. They inevitably waste their time, sifting through messages that don’t fit their wants or needs. 

In fact, 66% of customers expect companies to understand their unique needs. And more telling, over half of them want personalized offers using this knowledge.  

While custom communications may have begun as a way for companies to get a leg up on their competitors, it’s now a practice that has come to be standard for people in all industries at all levels. It’s a tool that helps everyone make better, more informed decisions. Personalization is no longer seen as convenient, but rather, compulsory. 

So, what is everyone waiting for? It’s time for HR teams to engage their employee populations using this same type of technology. 

Enter claims-based personalized communications.

In 2022, 82% of employees still say they are confused about their benefits. While 70% of employers believe employees underutilize their benefit offerings, leaving money on the table for both parties.  

It’s easy to see why confused employees are more likely to underutilize their benefits. It’s also easy to understand why they're confused. Benefits can be complex, and the average employee only deals with them a handful of times a year. 

The good news? There are impactful ways to connect employees to the benefits they need when they need them throughout the year, and educating them along the way.  

One of the best ways for HR and benefits teams to start driving a more impactful experience is through member claims data. By using secure, confidential claims information, (and of course getting employees consent to use it), benefits teams can send targeted, personalized messaging to help their workforce become more effective health care consumers and take a proactive approach to their health.

With claims data, the employee experience is seamless.

Within our benefits platform, admins can leverage key indicators (like age and gender), in addition to preventative care status cand claims history, to send personalized messages 

This integrated claims data forms a behind-the-scenes and confidential profile for each employee. While employers don’t access this information directly, the system begins to engage employees proactively to give them visibility to their benefits and programs in multiple channels—via mobile, AI assistance, their benefits portal, and more.  

With targeted messaging sent at a meaningful moment in time, this technology engages employees beyond annual enrollment, to create a wellness-focused benefits journey. 

Leveraging a claims-based approach to personalization prompts year-round employee engagement. Combined with point solutions that provide diabetes care (like diabetes or hypertension) could even help employees act to prevent chronic conditions.  

On top of driving benefits engagement, this strategy also makes employer-provided programs and voluntary benefits more accessible. Tech can remind members to submit reimbursable claims for hospital indemnity, critical illness, or accident insurance policies in which they are enrolled.  

And by using historical member data and demographic information, the system alerts individuals when it’s time to take advantage of preventive care whether it be a standard physical, mammogram, or colonoscopy.

Skeptical? Don’t be—this is what the people want!

Convinced your employees would never opt into to this type of personalized approach? Well, the data tells a different story.  When available, more than 80% of members chose to use claims data when leveraging decision support.  

And that makes a lot of sense. When employees are making their benefits selections, their own claims data will tell a much more influential story than trying to compare to any national average.  

Additionally, when available, upwards of 75% of employees are providing authorization to use their claims to get more personalized messaging when it means they will receive meaningful information that helps them make more informed decisions, such as leveraging their accident insurance following a qualifying medical event. 

Long story short, it’s time to embrace the inner marketer when executing benefits communications. The digital consumer has high expectations. People want personalization and will jump at the opportunity to get more of it, especially when it’s saving time while making them better health care consumers and healthier overall. 

Check out this video to see a few examples of how a claims-based approach can help your employees better use their benefits and, in turn, live healthier lives.


View all Posts by Sara Vidoni