5 Minutes with Safeway’s Kent Bradley:Designing a Health Benefits Package that Drives Productivity

LAS VEGAS - Jan. 16, 2014 - PRLog -- “Corporate Benefits (http://www.corporatebenefitssummit.com/FredThiele) directors have recognized the need to get healthcare costs under control, but they should not simply look at healthcare reform as something being done to them but as a clear call to action for internal healthcare reform. The heightened national dialogue about the growing healthcare cost burden and the concern about the overall health of our nation provides opportunities for heightened relevance of the Benefits director for driving productivity and efficiency that are meaningful to their organization’s top and bottom line,” advises Dr. Kent Bradley, President, Safeway Health; and Senior Vice President & Chief Medical Officer, Safeway Inc.

A speaker at the marcus evans Corporate Benefits Summit 2014 (http://www.corporatebenefitssummit.com/KentBradleyInterview), in Las Vegas, Nevada, January 26-28, Bradley puts the spotlight on employee benefits and the importance of developing a sustainable health strategy as a group.

How are healthcare reforms and ObamaCare impacting the corporate benefits function?

Organizations are recognizing that the need to contain costs is very real, especially with the possibility of incurring the excise tax which comes into play in 2018. There are concerns on how to appropriately apply the law and uncertainties around certain aspects of it. In short, we are in the midst of chaos. One approach is to freeze and take a complete wait and see approach. My experience has been that in the midst of chaos you need to do the opposite – you need to take action but remain agile.

What must the plan of action include? How should it be implemented?

Corporate Benefits directors should not simply react to these laws. They need to think about their strategy for the next three to five years, and how best to reshape the health benefits package to make it more sustainable for the organization. Everyone is now more open to change but the issue is: knowing how to change, doing it with a clear plan of action, and understanding how to integrate various programs to get to the defined objectives all the while working agility into your contracts and your plans.

Does a package that is sustainable for the organization mean fewer benefits for the employees?

No, it does not have to. There is an opportunity for greater responsibility on the part of employees to become informed healthcare consumers, but that does not necessarily translate to less. As people become wiser shoppers of their own healthcare, they will get true value out of the system and become more responsible for their own health outcomes.

A healthier starting point for any organization is: How do we empower individuals to make wiser choices and frame our benefits package to incentivize individuals on that journey? What benefits are aligned with what people really want? What is the best use of company resources to provide the most value to employees and the business?

Why were these changes not done before ObamaCare?

It is very easy to concentrate on administering a program that is already part of the organization, than on how it is integrated throughout. Corporate Benefits directors need to break free from that thinking as health touches every aspect of a business and must be woven into the fabric of the organization. They need to talk to the business unit leaders who have the greatest impact on the workforce to effectively establish a culture of health and get buy-in on various programs. The conversation around health requires group thinking and group answers that could be led by the benefits folks in partnership with other business units.

Any final thoughts or advice?

The benefits package offerings and opportunities must be communicated thoughtfully. Some messages may or may not work with a specific employee population. At Safeway we know our employees need access to their health programs 24/7, online, in mobile apps, that include built-in incentives, and social networking features. A benefits package design and communication strategy should be targeted and aligned, based on the organization’s behaviors and desired engagement outcomes.

Contact: Sarin Kouyoumdjian-Gurunlian, Press Manager, marcus evans, Summits Division

Tel: + 357 22 849 313

Email: press@marcusevanscy.com

About the Corporate Benefits Summit 2014

This unique forum will take place at the Red Rock Casino, Resort & Spa, Las Vegas, Nevada, January 26-28, 2014. Offering much more than any conference, exhibition or trade show, this exclusive meeting will bring together esteemed industry thought leaders and solution providers to a highly focused and interactive networking event. The Summit includes presentations on complying with healthcare reform, engaging staff to understand the full value of their benefits package, managing benefits internationally and tapping into diversity.

For more information please send an email toinfo@marcusevanscy.com or visit the event website at www.corporatebenefitssummit.com/KentBradleyInterview