The Presentation Effect
The order in which plan options are presented influences selection. Research shows that the first option presented is chosen more often (primacy effect) and the last option is chosen more often than middle options (recency effect). Present the plan you want most employees to choose in the first or last position.
Framing Total Cost
Most enrollment materials present plans by their premium — which leads employees to choose the plan with the lowest premium, regardless of total cost. Framing plans by their expected total cost (premium + expected out-of-pocket) significantly improves decision quality and HDHP adoption.
Simplifying Plan Comparison
Pro Tip
Enrollment materials that highlight the 3–4 most important differences between plans — deductible, premium, HSA contribution, and OOP maximum — produce better decisions than materials that list every plan feature. Simplify your plan comparison to the features that matter most for the majority of employees, and provide links to detailed information for those who want it.