Insurance messenger: Ms. Hoch, how effective are health programs in company health insurance (bKV) actually in strengthening employee loyalty in the long term? Do you see measurable successes here or is this more of a theoretical concept?
Sarah Hoch: The nice thing about the bKV is that employees can experience it immediately and several times a year. Not only do you benefit from better medical care, but you also receive direct financial relief. In addition, our society’s health awareness has received an enormous boost. This means that the bKV continues to gain in importance. Our figures also prove this: Last year alone, Gothaer Kranken was able to increase its new business in this segment by around 48 percent.
To what extent do the bKV offers take into account the different needs of employees, especially with regard to gender, age and previous health problems?
The budget tariffs in particular take into account the individual situation of the employees due to their wide range of services. Several times a year you can choose the services that best suit your needs, be it professional teeth cleaning, reimbursement of the cost of vision aids or treatment by a naturopath. And best of all: thanks to collective insurance coverage, all employees receive the same insurance coverage regardless of age, gender or health status.
How do you see the future of company health insurance in the context of an increasingly digitalized working world and the trend towards remote work, i.e. work regardless of location?
The health of employees will not lose importance in this context either. I therefore only see a direct impact on bKV in the sense that we have to deal with new clinical pictures. It is also important that as an insurer we make information about bKV and health and assistance services easily accessible to everyone via the respective company’s digital channels. At BarmeniaGothaer, we do this through the service and health world in our customer app, but also by offering a digital health portal for our corporate customers. In addition, digital assistance and services such as telemedicine services or the provision of health services via app should be increasingly taken into account and integrated into the lives of employees.
What adjustments are necessary to maintain and expand the attractiveness of bKV as an instrument for employee retention in the future?
The future of bKV will depend heavily on its ability to adapt to new working realities and medical progress. Here, the range of services with the various tariffs and associated health and assistance services has constantly developed. It is therefore our job as insurers to be flexible. One thing is clear to me: the bKV must also receive tax support that is separate from other benefits in kind. Because it cannot be the case that the health of employees has to compete with other non-cash benefits such as a fuel voucher.
How do you address the challenge that not all employees may be taking advantage of the full potential of the health programs offered? Are there specific measures in place to encourage participation and ensure that all employees can benefit from the programs?
We support our corporate customers individually with a variety of communication tools to inform their employees about the offer. Every employee receives a starter kit in which all the services relating to the bKV, as well as the processes behind them, are briefly and simply presented. We also want to make it as easy as possible for employees to access the services. For this purpose, we have created an exclusive content world in our customer app, through which you can see all services when using the app and access the services very easily. Of course, we also offer ongoing support for companies at information events.
Some critics argue that BKV programs are primarily a cost-cutting tool for companies by encouraging employees to live healthier lives and thereby reduce sickness absence. How do you respond to this criticism and how do you ensure that health programs primarily serve the well-being of employees?
I am convinced that the bKV is an integral part of companies’ duty of care towards their employees. Regardless of the tariff chosen, it is ultimately about promoting the health of the workforce. Of course, ultimately the employer also benefits from this. And that is entirely legitimate. In addition to strengthening the employer brand, companies also pursue economic goals. Particularly in small and medium-sized companies, a shortage of skilled workers, high fluctuation or long employee downtimes sometimes have serious consequences – for the employer, but also for the employees. For me, the bKV is therefore a ‘win-win’ for employers and employees.
What plans does BarmeniaGothaer Krankenversicherung have to further develop the bKV programs and adapt them to the changing needs of the world of work? Are there any new initiatives or innovations you would like to introduce in the near future?
As part of the merger with Barmenia, our priority is of course to bring together the best of both worlds and harmonize the product portfolio. With the introduction of our new budget tariffs, including the constantly evolving range of services and assistance, as well as the integration of company health promotion into the bKV, we have done very good preparatory work in recent years. In the future, it will be about giving companies the opportunity to put together individual health concepts, to further integrate digital health offers, but also to integrate mental health care and prevention programs into the bKV. To this end, insurers will continue to enter into targeted new collaborations and partnerships.
Background: The interview first appeared in issue 02/2024 of the specialist magazine Versicherungsbote – in the special edition “Versicherungsbotin”. Björn Bergfeld asked the questions. You can subscribe to the magazine free of charge here.
**Given the increasing prevalence of remote work, what innovative digital solutions and strategies can BKV providers implement to ensure equitable access to health resources and maintain employee engagement with these programs?**
## Interview on the Value and Future of Company Health Insurance
**Welcome to World Today News. Today, we’re diving into the increasingly important topic of company health insurance (bKV) in the modern workplace.**
We’re joined today by **Sarah Hoch, Head of Business Clients at BarmeniaGothaer** and **Björn Bergfeld, Editor of Versicherungsbote magazine**, who recently interviewed Ms. Hoch for their fascinating in-depth piece on BKV.
Welcome to both of you.
**Section 1: BKV and Employee Loyalty**
* **Björn, your article highlighted the growing trend of companies using bKV to boost employee loyalty. Do you believe this is a trend primarily driven by genuine concern for employee well-being or by companies seeking to reduce costs associated with sick leave?**
* **Sarah, you mentioned that BarmeniaGothaer saw a significant increase in new bKV business last year. Does this indicate a growing awareness among companies of the positive impact bKV can have on their workforce?
**Section 2: Tailor-Made Health Solutions:**
* **Sarah, your bKV plans seemingly offer a wide range of services. Can you elaborate on how these programs account for the diverse needs of employees with varying health conditions, ages, and genders?
* **Björn, during your research, did you encounter any examples of bKV programs failing to meet the specific needs of certain employee demographics? What could BKV providers do better in this regard?**
**Section 3: BKV in the Digital Age**
* **Sarah, you touched upon the integration of digital health services into bKV. From your perspective, what innovative digital tools and services have the potential to revolutionize bKV and make it more accessible and appealing to employees in the remote work era?**
* **Björn, do you anticipate any challenges in implementing these digital solutions, particularly when it comes to ensuring data privacy and security within employee health information?**
**Section 4: Addressing Barriers to Participation**
* **Sarah, you mentioned BarmeniaGothaer’s efforts to improve communication and make bKV more accessible to employees. What specific strategies have you found to be most effective in encouraging broader employee participation?**
* **Björn, based on your research, are there any systemic barriers preventing employees from fully benefiting from BKV programs? Perhaps issues related to language barriers, cultural nuances, or lack of awareness?**
**Section 5: The Future of BKV**
* **Sarah, your article mentions the potential for closer collaborations and partnerships in shaping the future of bKV. What types of partnerships do you envision being crucial in adapting bKV to changing workplace trends and employee needs?
* **Björn, from your vantage point as an industry expert, do you foresee any regulatory changes on the horizon that could significantly impact the development and implementation of bKV programs? **
**Closing Remarks**
We thank Sarah Hoch and Björn Bergfeld for their insightful discussion on this vital topic.
It’s clear that BKV is becoming an increasingly significant component of employee benefits packages, with the potential to improve well-being, foster loyalty, and ultimately contribute to a healthier, more productive workforce. As technology continues to evolve and the future of work takes shape, we can expect to see BKV programs evolve alongside these changes, continuously adapting to meet the diverse needs of employees in the 21st century.
