The Situation

With the recent merger of Baylor Healthcare System in north Texas and Scott & White Healthcare in central Texas, Baylor Scott & White Health became the largest not-for-profit healthcare system in Texas and one of the largest in the U.S. It now includes 48 hospitals, 900 patient care sites, and 40,000 employees.

With the merger of the two distinct companies came important changes to their healthcare plan that needed to be communicated to employees during their annual benefits enrollment.

The enrollment process can sometimes be complicated. Our objective was to communicate the plan details in an easy-to-understand and engaging manner.

The Solution

Similar to a visit to the doctor, the annual enrollment can bring up a lot of questions and concerns. RSW leveraged that comparison. Using the theme “Benefits Checkup 2016,” we developed an integrated annual enrollment campaign including lighthearted healthcare-related visuals and conversational copy. Instead of being overwhelmed with details and business-speak, the materials communicated honest dialogue in a friendly and authentic manner.

Six different versions of these benefits communications were developed for different audiences. Materials included direct mail, posters, email communications, presentation templates, and a website.

RSW also developed a website style guide so that Baylor Scott & White’s internal marketing teams could create additional communications.

The Results

Goals for participation were not just met, but exceeded. This included an increase in employees making an active election of over 20 percent. And 90 percent of employees competed a wellness assessment, surpassing a goal of 80 percent.

Additionally, Baylor Scott & White hoped to attract employees to the new website. With more than 88,000 views since it was launched, this was also deemed a success.