MedTech manufacturer uses surprise-and-delight communications, clear CTAs to ease healthcare consumerism transition

Stryker

Context: Early 2010s, following ratification of the Affordable Care Act and establishment of state healthcare exchanges

Challenges:

• Contrast current employer-subsidized total rewards program with the future state (consumerism mindset, with greater employee accountability for health outcomes)
• Cut through distractions with noticeably “non-corporate” communication aesthetic
• Use a channel mix that “balances effort with ROI” by reducing investment in print, putting more information online outside the corporate firewall, and embracing mobile 

Approach:

• Position adds and changes to benefit plans in the broader context of overall health and well-being, not just cost control
• Minimize legacy print communications; think “digital first” and leverage video in ways that feel new to this population
• Educate on plan and program mechanics
• Equip each tactic with an unusual visual theme and a clear call to a low-effort, high-value action

Results:

• “Small Steps, Real Results” launch video served in part as a launch announcement for a very successful unified intranet site for employee total rewards (benefits and compensation programs)
• Enrollment in consumer-driven health plans (in this case, HDHP with HSA) increased 8% YOY over the two plan years that used this approach