Experience Comes at a Cost: How to Stop Spending a Fortune on Your Older Employees' Health

Engaging your older employees to use their health plan involves a similar balancing act: you must meet their unique health and communication needs while preserving their sense of dignity and self-worth.  If they feel judged or disrespected, they may resist benefits support, leading to underutilization. This can result in missed diagnoses, turning minor issues into major emergencies, significantly lowering their productivity and presenteism.

But rather than trying to achieve this balance on your own, you should consider turning to benefits experts–specialists who help steer employees to smarter health benefits decisions. Benefits experts are well-versed in helping older employees understand and optimize their health plans, without speaking down to them. They can develop strategies that address the complex needs of older employees, ensuring they can make informed decisions and fully engage with their plan. Such targeted solutions will ultimately foster a more inclusive, productive and overall effective work environment.

Who are your older employees and why focus on them?

According to a 2023 report by the Pew Research Center, the older workforce (individuals aged 65 and up) has nearly quadrupled in size since the mid-1980s, making up over 25% of the workforce, and numbering roughly 11 million today.

Given that healthcare expenses for employees aged 65 and older are nearly three times higher than for younger employees, supporting the older workforce with their benefits is essential. As workers age, they are more likely to develop conditions like diabetes, heart disease, and arthritis, requiring frequent care and ongoing management, which significantly increases medical expenses. This demographic also faces a greater risk of injuries, leading to longer recovery periods and higher costs. Additionally, preventative care, including screenings and vaccinations, becomes increasingly important to maintain their health and independence.

By helping older employees navigate their health plans effectively, companies can better manage these costs while fostering a healthier, more engaged workforce

What specific benefits issues do they face?

Even your youngest, tech-savviest employees can get lost in the complexities of their benefits plans. So, it’s no surprise that your older employees will likely need extra support. They may struggle with digital literacy or mobility limitations and find it challenging to navigate the overwhelming array of choices. A lack of trust in the information provided can also create issues, as older members may be skeptical about its accuracy and relevance.

Benefits experts can address these challenges by providing clear, straightforward information and personalized support, ultimately leading to happier, healthier, and more committed employees.

What is the most effective way to talk to them?

Interpretive dance tutorials on TikTok won’t cut it. To engage older plan members effectively, it’s crucial to use communication styles that resonate with them. This population often prefers a blend of traditional (printed materials in different languages) and digital (email, text messages) communication, with regular, but not overwhelming, cadences. Personalization is key; messages should address specific health concerns and provide relevant information tailored to individual needs.

Moreover, clear, straightforward language is vital. Older employees might feel adrift in a sea of jargon or complicated terms, opting instead for quick, simple instructions and explanations. This approach helps older plan members feel more confident and empowered in managing their health benefits. Additionally, building trust through consistent, reliable communication is essential. Older members need to know that the information they receive is accurate and beneficial. This helps increase utilization, leading to healthier and more effective employees.

But what is the best way to market to them?

If you’re focusing on only one marketing mode, it’s probably not enough.  Instead, launch a multichannel campaign that incorporates a range of channels and styles. Traditional media such as print materials, video, white papers, and panels can be highly effective. Digital media, including email campaigns, user-friendly websites, webinars, and social media channels also play a crucial role, especially for those who are comfortable with technology.

Tailoring messaging based on data segmentation can significantly enhance engagement. Claims metrics and survey responses can help further customize the messaging, ensuring they resonate with older members.

Marketing initiatives should also promote detailed, easy-to-understand education materials that outline benefits and how best to utilize them. These resources should be accessible in both digital and print formats to accommodate different preferences and levels of digital literacy. By offering clear, actionable information, you can empower older plan members to make informed decisions about their health, and make the most of their health plan, resulting in a happier, healthier workforce.

They could use some support in the process.

The benefits process can be overwhelming, to say the least. One-on-one benefits experts will offer tailored support to older members, allowing them to discuss their specific concerns and receive customized solutions. Personalized follow-ups and regular check-ins help maintain engagement and ensure older members are continuously supported in their health journey.

Benefits experts can use specific strategies, such as repetition and paraphrasing, to ensure older members understand them. They will also be mindful of not rushing older employees and strive to match their conversational pacing. Benefits experts may even pause at times to make sure all the complex information is fully absorbed and understood. That said, benefits experts will still speak to older employees as fellow adults, using a natural, conversational tone. By empowering older members to take control of their health, benefits experts help increase members’ long-term health outcomes, as well as workplace satisfaction.

Final thoughts

The most effective benefits support doesn’t just offer guidance; it builds relationships and trust. When older plan members feel understood and appreciated, they are more likely to actively engage with their benefits, leading to better health outcomes and a more committed workforce.

What’s more, engaging older employees creates a ripple effect. When older employees feel valued and supported, their loyalty and satisfaction can inspire a culture of well-being and productivity across the entire workforce. By investing in their health benefits, HR leaders can foster a more inclusive and thriving workplace for everyone.

Next Steps

Most likely, your older workforce could use a little support in their health benefits journey. We recommend assessing the types of inquiries you receive from your older employees and the time it consumes. If you feel they need more personalized guidance tailored to their specific challenges, we’re here to help. Contact us today to learn more.