Employers: How to run a successful open enrollment season

Why open enrollment matters

Open enrollment is one of the most critical benefits events of the year. It’s when employees review and select their health coverage—and it’s when employers demonstrate they’ve chosen plans that support both workforce well-being and business goals.

The stakes are high: benefits remain one of the top drivers of recruitment and retention, yet nearly 7 in 10 benefits-eligible employees spend 30 minutes or less reviewing their options each year. That makes clarity, support, and engagement essential.

By approaching open enrollment as a structured process—not just an administrative deadline—employers can reduce confusion, build trust, and encourage smarter use of health benefits.

Step 1: Plan ahead

Start early. HR leaders recommend preparing months before enrollment to allow enough time to finalize plans, create materials, and confirm compliance. Use this time to:

• Review employee feedback through surveys or listening sessions
• Analyze plan utilization and cost trends alongside your health plan partner
• Benchmark against industry peers
• Confirm compliance requirements (e.g., Summary of Benefits and Coverage, HIPAA notices)

Make options clear, not overwhelming. Too many carriers and plan designs can paralyze employees. Experts caution that more options aren’t always better. 

Curative partners with employers as the sole carrier, which simplifies administration. Within that, employees can still choose from multiple Curative plan options (such as different network or premium structures). The key is presenting those options in a way that highlights differences employees understand—like cost, provider access, and pharmacy coverage—without jargon or duplication.

Step 2: Communicate clearly

Use plain language. Health insurance terms like “deductible” or “coinsurance” can create confusion. Translate them into everyday explanations and use real-world examples whenever possible.

Leverage multiple channels. Important enrollment details are often missed when delivered in a single format. Best practice is to reinforce messages through email, meetings, intranet, and even text alerts. Think about where the team tends to engage the most and meet them where they are. 

Tailor messaging by audience. Different groups within your workforce have different priorities. For example, younger employees may value mental health or virtual care, while employees with families may prioritize preventive screenings or pharmacy benefits. Experts note that generational differences in benefits preferences make tailoring communication critical.

Curative’s plan design makes this easier by building clarity directly into the model: all Curative plans provide $0 out-of-pocket costs for in-network major medical care and preferred prescriptions. To keep that, members complete a Baseline Visit in the first 120 days. That means employees don’t have to worry about copays, deductibles, or coinsurance—removing some of the most confusing elements of traditional plan comparisons. Employers can focus communication on how the different Curative plan options vary (e.g., premiums, features), without needing to explain complex cost-sharing structures.

Step 3: Support employees during enrollment

Offer decision support. Tools like calculators, side-by-side comparisons, and clear one-page guides help employees make confident decisions. SHRM emphasizes the value of decision support and comparison tools for increasing benefits literacy.

Curative supports employers with enrollment kits that explain how its plans work—including the Baseline Visit, provider network access, and the Curative Cash Card—so employees know exactly how to use their benefits on day one.

Provide real-time support. Consider hosting office hours, live webinars, or benefits fairs where employees can ask questions directly. Employers using Curative often collaborate with Curative representatives to lead Q&A sessions, ensuring employees get clarity from the source.

Give enough time. Employees need more than a day or two to weigh their options. Best practice is to provide at least 10–14 days for enrollment, with reminders spaced throughout.

Step 4: Keep employees engaged after enrollment

Follow through. Enrollment isn’t complete once forms are submitted. Reinforce benefits understanding by collaborating with your health to provide:

• Welcome emails and mailed ID cards
• How-to guides on scheduling care or filling prescriptions
• Quick-start checklists (e.g., for Curative, schedule your Baseline Visit, activate your Cash Card)

Make engagement measurable. For Curative, the Baseline Visit is required within 120 days and helps members build a preventive care plan with a clinician and Care Navigator. Effective communication around this step not only keeps employees engaged but also drives real results: Curative reports 98% Baseline Visit completion among members, underscoring how strong enrollment processes can set the tone for ongoing engagement.

Request feedback. After enrollment closes, collect input on the process itself: Were communications clear? Did employees feel confident in their choices? This data helps refine future enrollment seasons. HR consultants emphasize post-enrollment evaluation as a best practice for continuous improvement.

How Curative supports employers in open enrollment

Curative’s model is designed to address some of the most common enrollment challenges employers face:

• Clarity of design. By offering a single-carrier solution with multiple plan choices, Curative eliminates the confusion of comparing across carriers while still giving employees meaningful options.
• Simplicity in cost. Employees know that they only have a monthly premium and $0 copays, $0 deductibles, and $0 co-insurance for in-network care (with a required Baseline Visit to keep the benefits).
• Support tools. Curative equips employers with enrollment materials, clear benefit summaries, and dedicated support to guide employees through the process during enrollment and throughout the plan journey.
• Ongoing engagement. Features like theBaseline Visit, reinforce understanding, and Care Navigators extend the enrollment experience into everyday care, making it easier for employees to use their benefits as intended.

Final takeaway

Running a successful open enrollment season requires more than distributing forms and sending deadline reminders. Employers who plan ahead, communicate clearly, provide real-time support, and evaluate their process each year build a stronger benefits culture.

Curative fits naturally into this approach by simplifying the carrier decision, offering multiple clear plan options, and reinforcing employee engagement from day one. With the right strategy, open enrollment can move from a compliance exercise to a competitive advantage—one that helps employees feel confident about their benefits and better supported in their health.

No copays. No deductibles. No...really. Curative is changing the way we view health insurance with a health plan that actually delivers health. 

** Patients experiencing a medical emergency should call 911 (or the local emergency number) immediately. 

For more information on how affordable health insurance can help your company achieve a successful open enrollment season, visit us at https://curative.com/for-employers. 

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References

Miller, S. Open enrollment guide & resources. SHRM. Last accessed 27 June 2023. https://www.shrm.org/resourcesandtools/hr-topics/benefits/pages/open-enrollment-benefits-guide.aspx 

Newman, M. (19 Jul 2022). 5 health insurance renewal basics to make open enrollment more successful. Benefits Pro. https://www.benefitspro.com/2022/07/19/5-tips-to-make-health-insurance-renewal-more-successful/

3 open enrollment tips for SMB employers. (19 July 2022). ExtensisHR. https://extensishr.com/resource/3-tips-for-a-successful-open-enrollment-season/