Health plans are facing a critical juncture: how to effectively acquire and retain employer groups amidst rising costs, shifting consumer expectations, and intensifying competition. The recent Kyruus Health webinar, “The 2025 Employer Acquisition Playbook: Strategies for Health Plan Success,” offered invaluable insights into tackling these challenges and actionable strategies for differentiation and long-term partnership.
The Evolving Landscape of Employer Expectations
The webinar highlighted three major themes shaping employer decision-making:
- Runaway Costs: Healthcare costs continue to escalate, exacerbated by unexpected factors like GLP-1s and unprecedented post-COVID utilization. Employers are intensely focused on cost management and sustainability, with competitive pricing remaining a top priority.
- Alternative Health Plans: The market is seeing a rise in novel approaches, such as co-pay only plans and Individual Coverage Health Reimbursement Arrangements (ICHRAs). These alternatives offer simplified structures and greater transparency, appealing to both employers and employees seeking predictable costs.
- Rapidly Changing Consumer Expectations: Consumers, accustomed to seamless digital experiences in other industries, now expect the same from healthcare. The advent of AI is accelerating this shift, creating a “real risk in getting left behind” for plans that don’t adapt. In turn, employers are increasingly demanding digital tools like cost estimators, provider search, and online scheduling as “table stakes”.
Beyond Pricing: The Demand for Partnership and Personalization
While cost remains paramount, employers are looking beyond just competitive pricing. They seek partners who are dynamic and configurable, capable of integrating seamlessly into their existing “complex mix of solutions”. The desire is for vendors to bring their recommendations on how to build a team or better yet, those who act like a whole team, understanding the employer’s ecosystem and leveraging data to ensure appropriate care.
Personalization is another key driver. Employers are seeking a personalized navigation experience for their members. This means digital tools that guide members to high-quality, cost-effective care options, and preventative services. As Leigh Stenby, Director of National Accounts at IMA Financial Group, noted, a truly personalized experience should anticipate individual preferences, whether for virtual or in-person care, fostering a sense of understanding and trust.
Demonstrating Tangible ROI and Building Trust
Health plans must tie digital investments to measurable business outcomes, moving beyond mere engagement metrics to demonstrate real impact on medical loss ratios, health outcomes, and long-term cost trends. Metrics such as Net Promoter Scores (NPS) can be improved by making healthcare easier to understand and navigate.
Ultimately, winning and retaining employer groups hinges on building strong, strategic partnerships. This means transparency, especially with data, and a willingness to be flexible with pilot programs and innovative solutions. Health plans that act as “an extension of my benefits team” and proactively bring ideas, building a multi-year roadmap for transformation, will be indispensable.
The Path Forward
The webinar underscored that navigating the employer market in 2025 and beyond is a multi-year journey requiring continuous innovation and a deep understanding of employer and employee needs. By focusing on cost management through utilization and outcomes, delivering seamless and personalized digital experiences, and fostering genuine partnerships built on trust and data transparency, health plans can achieve sustained success.
For more in-depth strategies and practical tools, access the full webinar recording.