Gaylord Entertainment is a leading hospitality and entertainment company headquartered in Nashville, Tennessee. Gaylord is committed to providing their employees with health and wellness benefits that are competitive and affordable. In an effort to better manage its future medical costs, Gaylord decided to reshape its benefits program and enlisted the help of Buck Consultants.
The Challenge Gaylord wanted to replace its two existing medical plans with two new ones: a high deductible health plan and Health Savings Accounts for its multi-location, multi-lingual and multi-cultural audience. As a result, employees were required to actively enroll, which meant that they would have to make new benefit elections during the enrollment period or they would not have medical or prescription drug coverage. Gaylord was looking 5 percent enrollment in the new HDHP and 78 percent participation in annual enrollment.
|The Solution Buck Consultants created user-friendly communications that promote understanding of complex benefits information. Because of Gaylord's diverse audience, a major objective was to draft easy-to-understand content that was sensitive to language and cultural variables without sacrificing the quality and accuracy of the information. The project required designing more than 50 separate deliverables (including many that were translated into Spanish and Arabic). Buck also made the enrollment kits more eye-catching to capture employees' attention, including an interactive digital brochure. The Result Buck exceeded Gaylord's target enrollment goal for the new HDHP by 60 percent. Companywide, they achieved 8 percent enrollment in the new HDHP and 76 percent overall. While less than its stated goal, Gaylord noted it wasn't surprised because the company had removed its most generous medical plan option. In addition, 88 percent of employees said the communications were "easy to understand" and 93 percent said the communications were "visually appealing."
