Many employers spend significant time evaluating health benefits during open enrollment, but the conversation often slows down once employees receive their ID cards. That creates a missed opportunity. Some of the most valuable year-round broker resources available through today’s health benefits are the advocacy, navigation and support tools employees may never use simply because they do not know they exist.
For brokers, that presents an opportunity to provide ongoing value long after enrollment ends. By helping clients understand and promote available resources, brokers can support employee engagement, improve benefits education and reinforce the value of a benefits program throughout the year.
The challenge: Valuable tools often go unused
Most benefits packages include more than medical coverage. Employees may have access to member advocacy services, care navigation support, digital tools, virtual care options, cost transparency resources and member portals.
The challenge is awareness.
Employees cannot use tools they do not know about, and HR teams are often managing multiple priorities throughout the year. As a result, year-round broker resources that could help employees navigate the health care system may remain underutilized.
This is where year-round broker resources and client education can make a meaningful difference.
A practical checklist for brokers
1. Introduce support resources before they are needed
Employees are more likely to remember resources when they learn about them before a problem occurs.
Consider helping clients communicate:
- Where employees can get help with benefits questions
- How member advocacy resources work
- When to use care navigation services
- How members can access digital tools and portals
- Where to find plan documents and educational materials
2. Connect tools to everyday situations
Benefits education becomes more effective when employees understand how resources apply to real-world situations.
Examples include:
- Finding an in-network provider
- Understanding a bill or claim
- Comparing treatment options
- Locating prescription resources
- Accessing virtual care services
- Finding support during a benefits transition
When employees understand the purpose of a tool, they are more likely to use it.
3. Support open enrollment beyond plan selection
Open enrollment support is often focused on choosing coverage. However, education should also include how employees can use available resources after enrollment.
Brokers can help clients prepare:
- New-hire resource guides
- Benefits orientation materials
- Member portal instructions
- Advocacy service overviews
- Ongoing employee communications
This approach helps create a smoother experience throughout the plan year.
4. Encourage digital engagement
Many benefits programs include digital resources designed to simplify common tasks.
Helping employees understand how to:
- Access member portals
- Use mobile applications
- Find support contacts
- Review benefit information
- Navigate available resources
can reduce confusion and support a better member experience.
5. Create a year-round education strategy
Benefits communication should not begin and end with open enrollment.
Employers may benefit from a simple annual communication calendar that includes reminders about:
- Member advocacy services
- Care navigation resources
- Virtual care options
- Preventive care information
- Digital tools and support resources
Consistent education helps keep benefits top of mind throughout the year.
Why this matters for employers
When brokers better understand available year-round broker resources, employers are in a stronger position to maximize the value of their benefits investment.
A well-informed workforce is often better equipped to navigate benefits, locate available support and access the tools intended to help them throughout the year.
For brokers, that creates an opportunity to expand the conversation from plan selection to ongoing benefits education and support.
Benefits value extends far beyond enrollment day. Advocacy programs, care navigation services, member portals and digital tools can play an important role in helping employees navigate their benefits throughout the year.
The key is awareness. By helping employers promote and explain available year-round broker resources, brokers can support stronger engagement and a more informed member experience.