A retrospective

2020 Benefits Open Enrollment

Milestones

Communications Objectives and Key Messages

Communications Improvements

Benefits Changes

"It takes as much energy to wish as it does to plan."
– Eleanore Roosevelt

Objectives

  1. Improve the mobile online experience.
  2. Increase understanding of benefits by presenting communications in plain language and well-designed, cohesive print and portal elements (measure through post-OE employee survey).
  3. Increase number of EEs who open and read printed materials (measure through post-OE employee survey).
  4. Increase understanding that the benefits portal is more than just a place to enroll (measure by web analytics and post-OE employee survey).
  5. Build understanding of right care, right place, right time.
  6. Increase familiarity of U.S. health care system for those new to benefits.
  7. Extend communication to English-language learners.

Key Messages

  • Get ready to unwrap your benefits options — Open Enrollment is February 19 – March 11
  • It’s Open Enrollment time
  • HSA and HCFSA limits increasing
  • Insurance premiums increasing
  • Amazon 401(k) Plan:
  • Contribution limit increasing
  • Fidelity service provider since January
  • Grand Rounds:
  • Your personal health care assistant
  • Expert medical guidance
  • Two Rx changes for Premera Blue Cross:
  • RxAdvance
  • PillPack home delivery
  • Copay plans for new states: IL, IN, MD, PA
  • Amazon Benefits website: More than just a place to enroll
  • Update your beneficiaries
  • HCFSA enrollment and deadlines
  • Use ALEX to help you choose a medical plan
  • Mental health benefits

Communications Objectives and Key Messages

Objectives drove our core key messages.

Communications Improvements

Meeting employees where they were; lifting look and feel to raise employees’ awareness and understanding of benefits.

Mobile First — Improve the mobile online experience

Statistics show 31% of employees who visited Amazon Benefits did so from mobile devices; 21% enrolled from mobile devices. We wanted to improve percentage of those who complete their enrollment via mobile device to increase overall enrollment percentage.

Created a better mobile experience by:

  • OE homepage redesign
  • Minimizing the use of mobile-unfriendly features (tabs, etc.)

OE Homepage Redesign

Complete aesthetic and organizational overhaul. Designed for a “mobile first” experience.

  • Branded to help employees recognize its connection to printed pieces
  • Branded to help employees understand its function
  • Easier to navigate, more interesting to read

OE Brochure Layout

The 2019 brochure presented challenges that we wanted to eliminate in 2020.

  • Went to a more traditional booklet layout — folded and saddle stitched
  • Changed paper features to improve readability and durability: weight, matte finish, strength

Grand Rounds

  • Eight-state full roll-out: CT, DE, FL, IN, KS, NC, NV, PA
  • 42-state partial roll-out
  • COVID-19 “front door"

Rx Pilot

  • Four-state roll-out: DE, FL, KS, NV

Rate Changes

  • Medical plans only

Contribution Increases

  • Amazon 401(k) Plan
  • HSA
  • HCFSA

2020 Benefit Changes

Few plan design changes, but Grand Rounds was a major new service that came with complexities.