The changing workforce: How employers can manage shifting benefit needs

The workforce is undergoing a significant transformation, driven by demographic changes, shifting attitudes, and evolving healthcare needs. For employers of all sizes, understanding these changes is crucial to improving employee productivity and retention.

Healthcare benefits are an important piece of the puzzle when it comes to engaging employees across changing expectations, backgrounds and generations. A survey by the U.S. Chamber of Commerce found that 88% of employers ranked health-related benefits as “very important” or “extremely important,” prioritizing them above other benefits including retirement savings, family leave and education.¹

Blue Cross and Blue Shield of Minnesota provides innovative benefits that enhance employee engagement and encourage healthy behavior, while also controlling costs to ensure efficient spending of employer healthcare dollars.

Changes in today’s workforce

The composition of the workforce has changed dramatically, with shifts on both ends of the age spectrum. According to the U.S. Bureau of Labor Statistics, nearly one in four American workers is age 55 or older. And labor force participation rates for older workers are projected to increase through 2030.² Older adults use far more healthcare services than do younger groups, and a majority has at least one chronic condition requiring care.³

On the flip side, Generation Z and Millennials, who grew up in a digital age, have different needs and expectations compared to previous generations. For example, they expect and demand digital tools to manage their healthcare benefits as well as personal health. Nearly nine out of ten young adults say they have gone online for health information. And two-thirds say they have used mobile apps related to health, including for fitness, sleep, meditation and medication reminders.⁴

Additionally, the workforce is becoming more diverse in terms of ethnicity and gender. This diversity not only brings a wealth of perspectives and experiences, but also requires employers to adopt more inclusive practices.

Employers that are facing the challenge of managing a changing workforce can count on Blue Cross to offer solutions that match the needs of their diverse employee populations.

Convenient care and communication options

Employees value convenience and self-directed solutions. In contrast to the traditional clinician-led model, they want to be in control, with care available at their fingertips. Blue Care Advisor^SM brings together health, wellbeing, and navigation into one easy-to-use digital resource. From their mobile phone or web browser, employees can easily navigate total benefits. Personalized recommendations for care and next steps are based on claims history and health goals, powered by machine learning and artificial intelligence.

Blue Care Advisor’s technology and approach tailored to each member drive results. Members registered with Blue Care Advisor are twice as likely to complete preventive care and 22% less likely to visit the emergency room than non-registered members.⁵ Engagement in Blue Care Advisor generates medical cost savings of 9.1%, with high member satisfaction – 93% of members say their care advocates are knowledgeable and easy to understand.⁶

With Blue Care Advisor Premium and Blue Care Advisor Essential Plus, employers have access to the Mission Control reporting and analytics tool. Mission Control curates and analyzes Blue Care Advisor data in a single easy-to-use, self-service reporting solution for deeper employee population insights. Employers can see real-time employee population health and cost drivers, and turn insights into action.

Employers access dashboards for information on employee program eligibility, registration and participation rates. Through Mission Control, employers can create customized communications that target specific, eligible employee populations to promote participation in relevant health programs, emphasizing preventive care. Employers can also send care reminders through a push notification, reaching employees with the right message, through the right medium, at an opportune time – all in an effort to close gaps in care and better control cost.

Employees value simplified healthcare benefits and cost transparency. The Blue Cross Alternative Health Plan designed by Coupe Health is a plan option that fills this need as there is no deductible, but rather a fixed copay and single monthly statement. Members can contact their Health Valet or use a mobile app to find high-quality providers and manage their healthcare benefits. The Blue Cross Alternative Health Plan designed by Coupe Health has helped reduce employer and member plan costs by 12%, while delivering high member satisfaction. In fact, 92% of members report they prefer their alternative health plan over their previous plan.⁷

Flexibility in work and healthcare

The COVID-19 pandemic accelerated the adoption of remote work, and many employees now expect the option to work from home or have flexible hours. Healthcare providers have responded to these trends, offering alternative treatment models and virtual care that meets members where they are.

Blue Cross members can access virtual care through Doctor On Demand^®, which provides access to board-certified doctors, psychiatrists or licensed psychologists via video conferencing. Employees can connect via video from anywhere. Virtual visits are convenient and can boost member satisfaction. A recent study found that 98% of patients were satisfied with their telehealth experience, including video and telephone consultations. And 88% of patients agreed that a virtual consultation was more convenient for them than an in-person visit.⁸

Behavioral healthcare is healthcare

Another result of the pandemic is employees demand more and place a higher value on behavioral health benefits. A 2023 survey found that 92% of workers said it's important to work for an organization that values their emotional and psychological wellbeing.⁹ The stigma around mental health issues is easing,¹⁰ and members expect employers to support their behavioral health through accessible, affordable benefits.

Blue Cross has expanded its national behavioral health network by 55% since 2019,¹¹ and that’s just the beginning of the effort to increase access to behavioral healthcare. To improve access for all members, Blue Cross is investing heavily in behavioral health to eliminate barriers to care and drive down costs.

Virtual models help increase access to care for depression and anxiety, and virtual specialty care options are available for more complex and costly conditions like substance use and eating disorders.¹² Looking beyond outpatient and inpatient treatment for specialty conditions unlocks affordability, member access and convenience.

Blue Cross was the first plan in Minnesota to offer a zero cost-share in-network peer-support specialist benefit for commercial members. Employees can get support from trained specialists who have lived experience with a similar diagnosis to address needs that don't require a high-cost clinical intervention. Peer support specialists are proven to improve health outcomes while lowering relapse.¹³

Health equity for all

Health equity means that everyone has a fair and just opportunity to be as healthy as possible. Achieving health equity requires removing obstacles to care and systems of support.¹⁴ Blue Cross offers comprehensive benefit plans so all members can live their best lives, regardless of age, sex, ethnicity or location.

For Black adults, who have the highest prevalence of coronary heart disease, hypertension and stroke among all racial and ethnic groups in the U.S.,¹⁵ Blue Cross is meeting the challenge with community outreach, member education, and health screening events. In addition, Blue Cross is focusing on breast cancer awareness and prevention, where black women experience gaps in care that are critical to early detection and treatment.¹⁶

Blue Cross also offers Maven Clinic to women and families to provide maternity and newborn care, fertility and family-building services, menopause and midlife health services. Maven reports that 40% of employees say menopause interferes with work each week, and 57% of employees have taken, or might take, a new job because it offered better reproductive and family benefits.¹⁷ Considering the needs of all employees is important in nurturing a healthy and productive work environment.

Employer strategies to adapt and thrive

To adapt to a changing workforce, employers are encouraged to implement several strategies:

• Meet employees where they are: With virtual care options, digital tools and personalized care navigation with Blue Care Advisor, Blue Cross makes care convenient and available on the member’s terms.
• Listen to employee needs to drive benefit enhancements: Conduct surveys and gather feedback to understand the needs of your employees. Use Mission Control to understand how benefits are currently used, and which benefits or programs should be promoted, such as behavioral health, to improve overall health, productivity and cost management.
• Promote a positive and inclusive workplace culture: Fostering an inclusive environment and supporting employees' holistic health needs can create a more engaged and productive workforce. Healthcare benefits from Blue Cross enable all employees, regardless of age, background and location, to live their best lives.¹⁸

Understanding and adapting to change

The workforce is changing, and employers must adapt to stay competitive. By understanding and responding to demographic shifts, changing attitudes, and evolving healthcare needs, employers can create a work environment that improves employee productivity and retention. With innovative and affordable healthcare solutions, Blue Cross helps employers embrace these changes to secure the health of employees and the health of their business.

Contact your Blue Cross representative to discuss healthcare benefits that meet the changing needs of your workforce.