5 tips to improve benefits engagement within healthcare systems

Brilliant scientists. Empathetic care givers. Hundreds of support staff that keep the lights on. All of this in an environment that never has a day off. That only touches on the difficulties of connecting with employees in the healthcare industry.

The WTW 2025 Benefits Trend Survey highlights that rising benefits costs, competition for talent, and enhancing the employee experience are the biggest issues that healthcare providers are facing with the management of their benefits programs.

While rising benefits costs are challenging for any industry, there are unique things that healthcare providers can do by improving communications and the employee experience to reduce the impact of rising benefit costs.

As employers and HR communicators, we need to realize that healthcare workers are unique. What makes them so difficult to connect with?

First, many healthcare employees are not in it for the pay or the benefits. Patient care really matters the most and taking care of themselves often is secondary. Getting healthcare employees’ attention requires a thoughtful communication strategy so that they can utilize the valuable benefits they have when they need them the most.

Second, two-thirds of the workforce is fighting the clock of the rest of the world. In an industry that operates 24/7, many healthcare workers struggle with work/life balance. Simple things like going to the bank, arranging for childcare, and picking up dry cleaning can be a challenge when you work evenings, nights, and weekends or are on call many days of the week.

Third, the diversity of a healthcare organization is really like no other. HR communicators are challenged with crafting messages that work with every level of the organization. In healthcare, it’s difficult to craft language that works with everyone from dietary and housekeeping staff to surgeons, nurses and executives.

So, what is the best way to communicate the value of their benefits programs for healthcare workers? Technology has given us the ability to more effectively communicate with such a diverse workforce.

Here’s how.

Healthcare workers are special. You need to give them access to personalized content and data that fits their busy, stressful and rewarding lives. Creating an engaging, personalized digital environment is the only way to do that.