Case Study: Gannett achieves 22% increase in HSA enrollment and 3X medical-gap enrollment with GuideSpark

Gannett Delivers Benefits Communications at the Point of Need

Gannett, a global media company undergoing a spin-off that created TEGNA, faced low benefits awareness after moving to a full-replacement high-deductible health plan (HDHP). HR struggled to make healthcare consumerism and regulatory complexities relevant to employees—town halls didn’t provide the on-demand tools workers needed to understand HSAs and supplemental plans before open enrollment.

Gannett implemented GuideSpark’s on-demand, customized video communications integrated into the Businessolver platform to deliver benefits education at the point of need. The campaign drove a 22% increase in HSA enrollment (from 41% to 50%), tripled enrollment in medical gap products (from 12% to 38%), produced unprecedented take-rates across Gannett and TEGNA, and saved time and money for the HR team.

Gannett

Andrew Moline

Senior Director of Benefits