If theirtelemedicine visit doesn’t cost anything, employees are more likelyto give it a chance and keep using it. (Photo:Shutterstock)

Why in the world are we still talking about telemedicine the same way we have for the lastfive or so years? With 90 percent of large employersexpected to offer it to their employees in 2019, I’m pretty sureclients get the gist and you may feel as though the box is checked.Yet, I still have conversations weekly that lead to a refreshedapproach.

I propose we have a different conversation about telemedicine.Here are six ways to move the conversation from what telemedicineis and why your clients should offer it, to how to build aneffective, successful program.

Remove the visit fee

Remove the visit fee at every opportunity. Mercer research foundthat groups with greater than 10 percent averageutilization had a median copay of $15, compared to the less than6 percent average utilization of groups with a $30 mediancopay.

If their telemedicine visit doesn’t cost anything, employees aremore likely to give it a chance and keep using it. And if theyreally like it, they’ll spread the word.

Make it relatable

Even though telemedicine could be the perfect solution a lot ofemployees need, they might not understand exactly when to use it,how it saves them money, and why it’s applicable to their lives.Make the service relatable and relevant by sharing a personal storyof how you used telemedicine to cure your cold on vacation or get aprescription for your kid’s nausea in the middle of the night.

And if you haven’t used telemedicine yourself, that’s your firststep.

Separate it from the health plan

CFO.com published an article last year on reaping the benefitsof telemedicine from Beth Umland, director of research for Mercer’shealth business, in which she says:

“It’s…worth considering the quality of the telemedicine programoffered. The average utilization rate is twice as high for(employers contracted with a specialty telemedicine vendor) —12 percent versus 6 percent among those offeringthrough the health plan — even though the average copay amounts arevirtually the same.”

When you separate telemedicine from the health plan, you have agreater opportunity to put the service in the spotlight rather thanit getting lost under the insurance details. You’re also able toredirect claims and reduce out-of-pocket spending.

Simplify access

If you’re asking employees to change their healthcare behavior,you need to make it as easy as possible. Keep access information(instructions, phone number, log-in details, etc.) with the rest ofyour benefits communications so employees know where to find itwhen they need it.

Another reason to keep telemedicine separate from the healthplan: the service isn’t disrupted if the medical plan changes, soemployees have consistent access to their virtual care withouthaving to learn a new provider.

Engage employees

Increase participation by promoting telemedicine at benefitfairs, webinars, through traditional communication and promotionalpieces, and by tying it to wellness incentives.

Ask employers how they typically communicate any type ofannouncement to their employees, from insurance info to details onthe holiday party. Is it putting a flyer on the back of bathroomstalls? Postcard sent through direct mail? Email? If it’s alreadyeffective, don’t reinvent the wheel. These same channels should beused to regularly send out communications about the usefulness oftelemedicine.

Expand the program

Telehealth continues to expand, with services for behavioralhealth counseling, dermatology, lower back pain, and expert secondopinions.

Mental health is an especially crucial issue right now, costingemployers billions in healthcare expenses and lost productivity.One in five Americans face a mental health issue at any given time,and depression costs an estimated $79 to $105 billion per year inlost productivity. Easy access to treatment removes the stigma oftherapy and encourages use, further making a positive impact onhealth outcomes.

Switch up your script

If you’re ready to stop using the old telemedicine script, goahead and change the conversation. Remove the barriers (like highvisit fees), simplify access, and enhance the experience with moreopportunities to receive virtual care.

Jake Cleer is vice president of sales atNewBenefits. Jake tailors non-insured benefit programs to a numberof the top 50 brokerage and consulting firms around the country. Hebuilds strategy with consultants and account management teams toembed telehealth, advocacy, and other products, helping theirclients add value to the employee benefit offering whileredirecting claims from their health plan.

Read more: 

• Telemedicine use is booming (kindof)
• Employers want telemedicine but employees stillunsure
• 6 ways to increase telehealthadoption