Our first task was to help BAYADA prioritize where to focus limited resources to have the biggest impact. We conducted in-person interviews with field employees to learn what was most important to them and to identify the barriers preventing them from enrolling in coverage. These first-hand accounts were key to developing the right channels and messaging for BAYADA’s different employee populations, such as home health aides, nurses, and office staff.

To reach BAYADA’s diverse—and dispersed—workforce, we developed a series of targeted communications so employees could focus on what’s most important to them. To promote open enrollment and clearly drive decisions, we targeted messages for different segments of the workforce, such as field employees, salaried office staff, and highly compensated professionals. We leveraged a variety of media channels, including the benefits website, email, and promotions such as postcards and enrollment kits mailed to employee homes. This approach ensured the right messages reached the right employees at the right time.