Member Messaging Matters: The Overlooked Engine Behind Self-Funding Success

In the world of self-funded health plans, conversations around growth and strategy tend to center on external sources like brokers, consultants and capturing new business. But amid all the energy focused on expansion, there’s a critical element often left out of the spotlight: member communication.

Too often, marketing efforts are directed solely toward acquisition, while member-facing materials are treated as an afterthought. This oversight can have a tangible impact on the effectiveness of a plan especially when it comes to cost containment.

Participation Starts with Comprehension

Consumer confidence in their health plans is closely tied to how well they understand them. According to the most recent EBRI Consumer Engagement in Health Care Survey, most members grasp basics like premiums and deductibles but confusion sets in regarding prescription drug copays and out-of-pocket maximums. This gap in understanding can undermine even the best-intentioned cost-containment strategies.

Programs like case management, high-cost claim intervention or specialty Rx steering depend heavily on member engagement. But engagement doesn’t happen without awareness and trust. When members don’t fully understand their benefits or aren’t sure who’s contacting them or why, they’re far less likely to respond.

This challenge is further complicated by the sheer volume of spam Americans receive daily. According to EmailToolTester’s spam statistics, 26.5% of spam is delivered via phone calls and 14.7% through text messages. For members, especially those approaching Medicare eligibility who tend to be higher consumers of their health benefits, this saturation makes them even more cautious and skeptical about unsolicited outreach. One poorly timed call from an unfamiliar case manager can get a number reported. Over time, repeated missteps can trigger warnings like “Potential Scam,” driving down contact rates and eroding trust before it can build.

Trust Isn’t Just for Brokers; It’s for Members Too

Building brand familiarity isn’t just for brokers and consultants, it’s equally important when communicating with members. A member should be able to recognize the name of the cost containment vendor, understand why they’re being contacted and trust that engaging with the service is in their best interest. That level of clarity and consistency can make all the difference in driving participation and improving outcomes.

For older populations especially, who are often targeted with high levels of spam across channels, clear and consistent messaging can be the difference between clicking “report” and picking up the phone.

Early engagement campaigns, onboarding kits, videos and email touchpoints can go a long way in normalizing the plan’s ecosystem and giving members a clearer picture of their benefits.

Building Loyalty that Outlasts Broker Shifts

In an industry where broker relationships often drive the conversation, it's easy to forget that member satisfaction can play a major role in long-term retention. When members have a positive experience and feel supported by their plan and its partners, that sentiment often trickles up to the HR team and stays there.

We’ve seen this happen: even when a broker change is on the table, HR teams and even C-Suite will fight to keep a vendor or TPA in place if the member experience has been strong. That’s the kind of loyalty that can’t be bought, it’s built through trust, clarity and consistency in communication.

Time to Shift the Marketing Mindset

Member marketing isn't just a box to check it’s a vital lever for plan performance. When done well, it boosts engagement, strengthens outcomes and creates advocates inside the group.

So, as we continue to innovate in product design and broker strategy, let’s not forget the people at the center of it all. Because in self-funded healthcare, the real power lies in what members know, understand and trust.