4. The biggest challenge of introducing a consumer-driven health program  is explaining the…

Upside down nature of the program.

In consumer-driven designs, the account is the first line of protection and the plan is the backup – upside down compared to traditional plans and accounts.

Early in your communication, set the stage by informing employees that the new design is totally different – unlike what they’ve seen. Otherwise, they’ll expect a plan that’s backed up by an account.

Explain the details of the account first. Many of your employees may have less than $1,000 in eligible expenses each year. If the employer-paid account will cover the first $500 or more in expenses, the account is all many of these employees will use.

If you describe the high-deductible first, expect a strong, negative first-impression that will be difficult to overcome.