The approach combines innovative communication, strategic leadership, and tangible results with employee benefits education.
In today’s complex health care landscape, understanding health insurance is more important than ever. Recent research by Cigna Healthcare found that high health insurance literacy is associated with improved vitality, work productivity, and health outcomes.
With 164 million Americans receiving health insurance through employers, it is imperative that these organizations take an active role in educating their employees about health insurance. By doing so, they can help their workforce make informed decisions, improve overall health outcomes, and enhance productivity.
The City of Naples, which employs 550 municipal workers, is taking bold steps to build health insurance literacy among its workforce. Its proactive efforts demonstrate how investing in employee education around health benefits not only supports the well-being of staff but also delivers value for the organization itself.
Lori McCullers, who is the deputy human resources director, oversees the City of Naples’ comprehensive benefits and wellness program, ensuring that employees have the resources, support, and information they need to make the right decisions about their health coverage. “Investing in health insurance literacy is not just a benefit to employees, it’s a strategic move for employers,” she said, emphasizing the far-reaching impact of these efforts.
Multichannel communication: Meeting employees where they are
Effective communication is essential to building insurance literacy. The City of Naples employs a multichannel approach to reach employees with timely, accessible information about their benefits and well-being offerings.
Weekly email communications keep staff updated on available benefits and new initiatives. These messages ensure that employees remain knowledgeable and engaged throughout the year.
Monthly benefit meetings, especially for new employees, provide a comprehensive overview of medical, pharmacy, dental, vision, life, long and short-term disability, and retirement offerings. These sessions are designed to explain complex topics using easy-to-understand language, and have made the onboarding process smooth and informative.
The City of Naples also has a monthly Wellness News newsletter, which features a Benefits FAQ section. This popular resource addresses frequently asked questions and provides practical guidance on how and when to use specific benefits. For example, the “Know When to Go” campaign helps employees understand the best settings for care, whether emergency room, urgent care, or virtual services.
One of the City’s more innovative outreach strategies is “stall talk” (pictured left) – posting important benefit and well-being information in bathroom facilities across City buildings. This ensures that essential updates reach staff in unexpected but effective ways.
Additionally, the annual Employee Benefit Highlights booklet compiles all relevant information regarding benefit offerings, contact details, resources, helpful tips, and reminders. The booklet is written in clear, straightforward language and available in both print and electronic formats to provide all employees with easy access to this vital information.
On-site engagement and open-door support
During annual open enrollment periods, the City’s Benefits and Wellness team visits various work sites to promote programs such as biometric screening campaigns. These personal interactions are invaluable, allowing employees to receive support for enrollment or registration and empowering them to ask questions that lead to more informed decisions. This boots-on-the-ground approach has been met with appreciation from staff, who value being met where they work and having their health concerns addressed in person.
To further support employees, the City maintains an open-door policy. At any time during normal working hours, staff are welcome to drop in to the Human Resources office and meet one-on-one with HR professionals. This personalized support system fosters a culture of transparency and trust, encouraging employees to take charge of their health care choices.
Positive employee response: Tangible outcomes
The City of Naples’ commitment to health insurance literacy has yielded overwhelmingly positive feedback from employees. Staff have expressed gratitude for the City’s dedication to helping them better understand and navigate their health insurance options. Some key outcomes include:
Increased confidence and engagement: Employees feel more empowered to select and use their health plans. Participation rates in benefits sessions and Q&A forums have risen, indicating a growing interest in making informed health care choices.
Improved utilization of preventive services: With a clearer grasp of coverage, more staff are taking advantage of preventive care, resulting in healthier outcomes and fewer avoidable insurance claims.
Reduced confusion and HR inquiries: HR teams have experienced a notable decrease in repetitive questions about basic insurance terms and processes, hinting at a higher level of employee self-sufficiency and understanding.
The effectiveness of the City of Naples’ health insurance literacy initiatives is evident in the numbers. Benefit-related email communications are far surpassing the industry norm in opens and click-through rates, reflecting strong employee engagement with the information provided. Monthly benefit meeting attendance is growing, and virtual care services also show strong engagement. Additionally, preventive care utilization increased by 14% in the last year, from 55% to 69%. This spike demonstrates the power of education in driving healthy behaviors.
Looking ahead: The power of health insurance literacy
The City of Naples’ experience illustrates the value of strategic investment in health insurance literacy. By meeting employees where they are, providing accessible resources, and fostering a culture of open communication, the City has empowered its workforce to make smarter decisions and maximize their health benefits. The results speak for themselves: higher engagement, improved health outcomes, reduced costs, and a more resilient organization.
“Empowering employees with the knowledge and confidence to navigate their health insurance not only improves individual well-being – it strengthens our City as a whole,” McCullers said.
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