Sr. Director, EyeMed Head of Marketing
Follow me on LinkedIn at www.linkedin.com/in/scott-kosinski-wow-results.
Vision benefits from a better angle
A philosophy professor once challenged her students with an impossible task. She pointed to her desk and confidently said, "Prove that this desk doesn’t exist." The students labored furiously over their answers for the next hour. Well, all but 1. At the end of the class, this student handed in a single piece of note paper that read, "What desk?"
That was the only ‘A’ in the class.
When you have a tough nut to crack, it helps to look at things from a new perspective and challenge assumptions. You’ll end up asking questions that may not be immediately obvious. And sometimes, the answer is exceedingly simple.
Vision benefits can look similar at first glance, but there’s a wider difference than you may realize. I think you can use that difference to your advantage when evaluating your options and making sure you’re getting the most value and best experience for the dollar. You may just need a new perspective.
Comparing to uncover value in vision
As you get started evaluating vision benefits companies, it’s important to realize that you may need to use a different lens than with medical or dental comparisons. Vision is different. To get the full picture of value in vision, it’s a good idea to start with benefit design.
Here are just 3 of the ways to make sure you’re seeing the whole value when comparing the benefits offered by different vision companies:
1. Remember why vision is unique. The single most significant reason not to look at vision benefits the same way as medical or dental is that eyewear is both a medical device and a fashion accessory. So, you’re not just considering what members need for their health—you’ll also need to think about the range of differences in what they want in eyewear and how they like to shop.
2. Take notice of cost-cutting vs. choice. I’ve seen it my entire career – companies want to save money, so they start slashing options and choices. But limiting choice in vision benefits isn’t a good idea. There’s a company in the market who offers 10 contact lens options in their formulary, while our list at EyeMed includes those, and about 100 more. Is that too many? Well, we looked at our utilization numbers. Turns out, our members chose those 10 items only 18% of the time. If we cut our list down, our members wouldn’t get their top choice more than 80% of the time. Talk about frustrating.
In eyewear, members are willing to buy up to meet their fashion and lifestyle preferences. A plan with more choices will lead to more member utilization and satisfaction. Overall, a plan can deliver substantial value, such as EyeMed’s 71% savings (on average) versus retail, and choice of any frame, lens or contact lens.
And what about the latest in eye care technology? Cost-cutting could mean networks that don’t give access the latest eye exam technology or even the best options for their specific eye conditions.
3. Recognize cherry pickers. Any company can concoct a hyper-specific scenario where they seem to save money over the competition. You’ll find the best value when you look for aggregated data from millions of members to learn where they shop for eyewear, why they go and what they buy.
The 7 most expensive words in business just might be “it's the way we’ve always done it.” The challenge with evaluating vision benefit companies is determining what differentiates one company from another. The key differences don’t often show up on commonly-used spreadsheet comparisons.
And beyond the 3 benefit considerations I just mentioned, there are also network and member experience factors to include in your evaluation. We can help you learn to look deeper, beyond the typical spreadsheet items, and take a powerful approach to evaluating your vision options.
I get it. You’re under giant time constraints, and vision isn’t always top on your radar. But we can help you in short amount of time to find that the most powerful answers are pretty simple. Don't have an EyeMed rep? You can request to have one contact you by filling out our contact form on starthere.eyemed.com.
In the meantime, if you want to learn more about how EyeMed benefits offer the critical choice components that members want, feel free to download this short overview on vision benefits that redefine expectations.
CATEGORY: Expert Advice
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