Published by Ali Johnson on September 11th, 2020

New things can be stressful. Remember your first time driving a car? Or, as I can attest to as the new member of the Trustmark sales team, your first day at a new job? There’s always a bit of the unknown with something new, which is both exciting but may also make you worry – how’s it going to go?

This enrollment season, for most of us, won’t be our first. But, it will be our first enrollment season while coping with Coronavirus. So, some hesitancy, some worry is only natural. Fortunately, in joining the Trustmark team, I’ve learned that I’m working with a carrier that can help put your mind at ease (both as a client and an employee).



So with that in mind, here are a few ways you can set yourself up for success in our new enrollment environment:

Pre-enrollment communication

Trustmark’s research has found that employees who receive at least three types of communication have higher enrollment rates and satisfaction.1 But, if employees aren’t at work, how do you get them that communication? There’s less watercooler talk, no chance to display signage and fewer opportunities to distribute print materials.

This year, communication, and especially digital communication, will be critical. You can still use multiple channels to communicate with employees such as social media, email and websites. So, take the time to form a thought out communication strategy in the weeks leading up to enrollment. And, as your planning to use these tools, make sure you have consistent messaging aimed at driving action. Our research found that it’s emotional messaging, not facts and figures that resonates with employees. Be sure to play it out and be consistent in messaging.1 Especially in today’s environment, people are likely to crave security, so that message will be especially resonant.

Providing the right enrollment tools 

With the pre-enrollment pinned down, it’s time to execute. Executoin often depends on having the right tools and resources. I’ve found that an enrollment firm can be a great help but, far too often, concerns over commission splits can deter brokers. Or in many cases, brokers think they can do the enrollment themselves. 

While that’s certainly possible, it’s not ideal. In reality, an enrollment firm can actually increase commissions by helping employees understand the value of the benefits and participate in greater numbers both on the voluntary benefits and their core benefits. An enrollment firm can save brokers time while earning more in commissions and increasing benefits satisfaction

The right enrollment firm will also provide the tools you need to enroll in today’s environment where access may be difficult. Whether it’s through face-to-face or more distanced tools like virtual enrollments with screen sharing or a call center, you need the right tools and the right partners to make it work. The more engaging, more personalized enrollment method you can use, the better and there are still ways to provide a one-on-one experience even in our work-from-home world.

Get technology right

The solutions you plan for enrollment have to be backed up by technology that works. Coronavirus has accelerated many of the trends that were already present in society and the reliance on technology is no exception. There are all sorts of ways technology can go wrong: trouble with EDI feeds, difficulty with data synchronization through API technology or even an employer who’s catching up by moving away from paper enrollments. You need to look at the tools on offer and make sure they’re set up for success both with the employer and with the carriers involved.

Getting bogged down in troubleshooting while working remotely can become a challenge for everyone involved. At Trustmark, our new Simplink tool allows us to seamlessly integrate into any HRIS system and make sure the enrollment technology experience is stress-free

Post-enrollment service  

You can have a great pre-enrollment communication strategy, conduct a great enrollment using the right technology and then have it all go to waste if service doesn’t hold up post-enrollment. Again, this is an element of your enrollment that will rely on your partners.

Today’s employees will have more questions than ever – people are super healthcare conscious. You need a carrier partner that backs you up with support for employee claims questions and support for employer questions about billing and administration. They don’t have to get everything right all the time, but they need to be flexible and responsive to deliver the customer experience your clients deserve. A great enrollment shouldn’t be spoiled by post-enrollment service. The goal should be long-term success and post-enrollment service is the key.

Enrollment is always important. Enrolling in a situation where employees are more concerned about their health and healthcare adds extra weight. While it will certainly be a new experience this year, it doesn’t have to be stressful.

I joined Trustmark because they’re a company that’s thinking about these challenges and acting to address them. I’m excited to be part of a team that’s taking a consultative approach to meet today’s challenges. I look forward to doing the same.

1 Trustmark and Customer Benefits Analytics, “Who Buys Voluntary and Why: 2017 Enrollment Study.