Reward and Benefits | Project
Husqvarna
15 Nov, 2020 ยท 2 -minute read

Husqvarna Group is the world's leading producer of outdoor power products for forest, park and garden care, watering products and power tools for construction. The group has 13,000 employees spread across three divisions and 43 countries. Our work in this instance was for the Husqvarna division in the USA.

Husqvarna previously introduced a new High Deductible Health Plan (HDHP), alongside their existing Preferred Provider Organization (PPO) and HDHP medical plan. Despite the lower premiums, the increase in deductible costs meant employees’ initial impressions of the HDHPs were that they could be financially risky.

The benefits team wanted to reassure employees and to help them make an informed choice about which medical option would be the most appropriate for their personal circumstances, so that they would become better consumers of medical care and save money themselves and for Husqvarna in the long term.
1 Challenge

We wanted employees to relate to the campaign materials so we used employees within Husqvarna

We developed a series of communication materials to explain the new HDHPs; highlighting positive aspects of the plans, such as the lower premiums and the availability of a Health Savings Account to save tax efficiently for medical expenses, as well as guidance on how to navigate the potential risks.

We wanted employees to relate to the campaign materials so we used employees within Husqvarna, who had already moved to the new medical plans, to front the campaign.
2 Solution
Husqvarna Project
Photography of employees in their working environment, alongside testimonials and real-life examples were used to demonstrate how employees’ peers were making use of the correct medical plan for their circumstances rather than simply re-electing the same plan each year.
Husqvarna Project

A page on the Husqvarna website included a simple explanation of how a HDHP works, along with examples and signposting to further information. Personalized mailers were sent to employees at their homes encouraging them to think about their families and their personal circumstances before making their healthcare elections.

Husqvarna Project

Husqvarna was delighted with the results of the campaign and during the subsequent benefits election period, saw a 20% increase in HDHP enrollment up to 71%, from 51% in the prior year.

Employees commented that they better understood the options available to them and felt able to make the choices that were right for their personal and family circumstances, with many saving money on their annual healthcare costs and feeling more in control of their medical spending.
3 Outcome