The biggest risk of group health insurance is not the premium – it is nobody using it. A low-utilisation programme is invisible to employees and wasted money for the company. The good news: utilisation is not luck, it is a handful of proven practices.
1. A strong launch briefing
A well-launched programme sees several times the utilisation of a silent one. The full playbook is in our briefing article.
2. The coordinator’s number everywhere
Intranet, kitchen noticeboard, the one-page summary, saved in phones. The first barrier to usage is always the same: „I didn’t know who to call".
3. A one-page summary for every colleague
Per tier: what it includes, who to call, what to watch. Make it part of onboarding for new joiners too.
4. Share early wins
2-4 weeks after launch: „14 colleagues have already booked". Social proof is the strongest activator – without names or medical details, of course.
5. An annual screening campaign
Screening is the easiest element to activate because it needs no complaint. An autumn „get your check-up" push is many people’s first use – after that, the rest follows.
6. Leaders leading by example
When managers visibly use it (and say so: „I went for my screening"), usage becomes legitimate. Where the boss never has time for a doctor, neither will the team.
7. Ask in the survey
One question in the annual engagement survey: did you use it? If not, why not? The answers show where the funnel leaks – communication, trust or contents.
For our clients, I can contribute to holding the launch briefing and producing the summaries – giving you a ready-made foundation for the first three moves; we'll agree on the details when we take on the engagement.
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