Benefits open enrollment is one of the most high-stakes, time-sensitive moments in the health insurance lifecycle. It can also be one of the most misunderstood.
Every year, members face a narrow window to make decisions that affect their health, their finances, and their families. And every year, many members default to inaction, choose the wrong plan, or miss the deadline entirely because the information they received was confusing, generic, or buried in a lengthy PDF.
Personalized video is changing that by turning complex open enrollment communications into clear, relevant, and action-driving experiences that members actually engage with.
The challenge typically isn’t a lack of information. It’s a lack of clarity at the moment it matters most. With healthcare costs projected to climb as much as 9% in 2026, members need more help – not more paperwork – to make confident decisions during open enrollment. According to Wyzowl’s 2026 State of Video Marketing report, 96% of people have watched an explainer video to learn more about a product or service, making video the single most effective format for simplifying complex decisions.
For health insurers and companies looking to improve enrollment completion rates while reducing support costs, here are five open enrollment video strategies that work.
1. Personalized benefits plan comparison videos that simplify choice
One of the biggest barriers to completion of benefits open enrollment is decision paralysis. Members face multiple plan options with different premiums, deductibles, networks, and out-of-pocket maximums. When the differences aren’t clear, people default to their existing plan, even when a better option exists.
Personalized plan comparison videos can help solve this by walking each member through a side-by-side view of their specific options, tailored to their household size and current coverage. Instead of a generic benefits guide, each member sees their actual cost scenarios and the trade-offs that matter to them.
Health insurers like Aetna already use personalized video experiences at key moments in the member journey, including commercial health plan comparisons that cut through confusing jargon and help members make faster, more confident decisions.
What this looks like in practice: A member currently on an HMO plan receives a 90-second video showing how their costs would change under each available option, including their expected premium difference.
Example: Aetna benefits enrollment video
2. Open enrollment deadline reminder videos that create urgency
Open enrollment windows are short, and missed deadlines can mean an entire year without the right coverage.
Static email reminders are easy to ignore. According to Mercer’s Health on Demand 2025 survey, 78% of employees who can personalize their benefits experience feel their employer genuinely cares about their well-being. Timely, personalized video reminders reinforce that sense of care while creating the urgency needed to drive action.
A personalized enrollment reminder video can reference a member’s specific enrollment status (not yet started, in progress, or nearly complete), their deadline, and a direct call-to-action to log in and finish. This approach transforms a generic “don’t forget!” email into a relevant, time-sensitive nudge that feels made for the individual.
What this looks like in practice: Seven days before the enrollment deadline, a member who hasn’t completed their selection receives a video that addresses them by name, confirms the exact date their window closes, and provides a one-click link to resume where they left off.
Discover how leading health insurers use SundaySky for personalized video.
3. Benefits education videos that build confidence before open enrollment
Many members arrive at benefits open enrollment already overwhelmed. They don’t fully understand key terms like deductible, coinsurance, or out-of-pocket maximum — and that confusion can lead to poor plan selection, underutilization of benefits, and a surge of calls to the contact center.
Pre-enrollment education videos address this by proactively explaining how plans work before the enrollment window opens. When members enter the enrollment period with a baseline understanding of their options, they’re more likely to engage, less likely to call for help, and more likely to select a plan that fits their needs.
UnitedHealthcare uses SundaySky videos to simplify benefits communication and improve member education, helping members understand their coverage faster so they can manage their costs and health with confidence.
With AI-powered video capabilities, health insurers can create and scale these education videos efficiently — using document-to-video (for example) to go from concept to finished video in minutes, not weeks — so teams can build an entire library of pre-enrollment content without straining creative resources.
What this looks like in practice: Three weeks before open enrollment begins, a member receives a short “How to choose your plan” video tailored to their plan type and coverage tier, explaining the key terms and factors they should consider when comparing options.
Example: United Healthcare welcome video
4. Open enrollment subsidy and eligibility videos that remove barriers
For members who qualify for subsidies, cost-sharing reductions, or special eligibility programs, the details can be especially hard to navigate. If members don’t understand what they’re eligible for, they may select a more expensive plan than necessary or avoid enrolling altogether.
Personalized subsidy and eligibility videos translate complex financial information into a clear, visual explanation specific to each member’s situation. These videos can reference a member’s geographic area, household income indicators, and eligibility status to show exactly what financial assistance is available and what steps to take next.
This strategy can be especially relevant for Medicare Advantage acquisition, where personalized benefit summaries, pharmacy highlights, and enrollment deadline reminders can significantly improve conversion among audiences that value clarity and simplicity above all.
What this looks like in practice: A member in a qualifying ZIP code receives a video explaining their estimated subsidy amount, how it reduces their monthly premium, and a step-by-step walkthrough of how to apply it during enrollment.
5. Post-open-enrollment confirmation and next-step videos that reduce churn
Benefits open enrollment doesn’t end when the “submit” button is clicked.
The period immediately following enrollment is a critical window for building confidence and setting members up for a positive experience with their new plan. Without clear next steps, members may second-guess their decision, fail to activate digital tools, or flood the call center with questions about what happens next.
A post-enrollment confirmation video can be created to thank the member for completing enrollment, confirm their plan selection, and outline what to expect — from when their new ID card will arrive to how to set up their online portal. This proactive touchpoint reduces confusion, builds trust, and lays the foundation for stronger member retention throughout the year.
SundaySky customers across insurance and financial services have seen up to 800x increases in digital engagement and 2x improvements in customer health scores when deploying data-driven, personalized video experiences — proof that the moments after enrollment are just as important as the enrollment itself.
What this looks like in practice: Within 24 hours of completing enrollment, a member receives a video confirming their plan name and effective date, walking them through portal activation, and highlighting two or three benefits they may not know they have, such as telehealth access or a wellness rewards program.
Key takeaways: open enrollment video strategies at a glance
| Use Case | Key Outcome |
|---|---|
| Plan comparison videos | Reduce decision paralysis by showing each member their specific cost scenarios |
| Deadline reminder videos | Create urgency with personalized status-based nudges that drive action |
| Benefits education videos | Build member confidence and reduce contact center calls before enrollment opens |
| Subsidy and eligibility videos | Build member confidence and reduce contact center calls before enrollment opens |
| Post-enrollment confirmation videos | Reduce churn and build trust by confirming selections and guiding next steps |
The bottom line: benefits open enrollment strategies powered by personalized video work
Everyone knows open enrollment is not a one-size-fits-all communication exercise. Members expect relevant, clear, and timely guidance, and video is a format that delivers it best. From plan comparison to post-enrollment onboarding, personalized open enrollment videos transform a confusing annual event into a guided, confidence-building experience that drives higher completion rates, better plan fit, and lower support costs.
Platforms like SundaySky make it possible to create and scale these open enrollment videos across millions of members — quickly, efficiently, and without sacrificing brand consistency or compliance. With built-in AI video capabilities that help teams move from concept to delivery faster, even lean marketing and member experience teams can build a robust video strategy in time for the next enrollment season.
Ready to see what personalized video can do for your next open enrollment? Book a demo or take a 5-minute platform tour to get started.
FAQ: Benefits open enrollment video strategies
How can video improve benefits open enrollment completion rates?
Personalized video simplifies complex plan information, creates urgency around deadlines, and delivers relevant guidance tailored to each member’s situation. This reduces confusion, decision paralysis, and the support burden on contact centers — all of which contribute to higher completion rates.
What types of open enrollment videos are most effective?
The most effective open enrollment videos include personalized plan comparisons, deadline reminder videos, pre-enrollment benefits education, subsidy and eligibility guidance, and post-enrollment confirmation and next-step videos. Each addresses a specific barrier to enrollment completion.
Can open enrollment videos be personalized for individual members?
Yes. Enterprise video personalization platforms like SundaySky can securely use member data (plan type, coverage level, household information, and behavioral signals) to dynamically tailor video content for each viewer. This makes every video feel relevant and made specifically for the person watching it.
How does AI help health insurers scale open enrollment video production?
AI-powered video tools help teams create professional-quality content from a simple concept in minutes, not weeks. AI voice narrations also support dynamic personalization at scale, allowing insurers to produce millions of individualized video experiences without manual production bottlenecks.
