4 Science-Backed Ways Interactive Conversation Beats Video

Mark Rader Benefits Communication, Industry Insights

If you’re thinking about investing in a better way to communicate benefits to your employees and drive behavior change, you’ve probably come across two types of solutions to the problem: customized benefits videos and interactive benefits conversations…yep, like ALEX.

So why is the interactive conversation format more effective? Here are four reasons:

1. Interactive conversations engage employees one-on-one.

Interactive conversations are hosted by a friendly virtual benefits expert who talks to each employee individually, asks questions about their unique health care needs, and offers tailored recommendations. The experience lets employees skip past stuff they know and ask for more info about stuff they don’t.

Videos are a one-size-fits-all monologue that shows and tells the same stuff to its entire audience.

(Check out where the principles behind the ALEX experience come from…by downloading our free classic eBook, Curing Benefits Bewilderment.)

2. Interactive conversations are built to drive measurable behavior change.

Interactive conversations make confusing concepts clear and show side-by-side plan comparisons based on information employees provide. As a result, worried or hesitant employees feel more motivated to make new, better choices.

Videos provide plan details but can’t address the crucial emotional component of benefits decision-making.

3. Interactive conversations involve a uniquely engaging, back-and-forth exchange.

According to behavioral science studies, only half of the population generally makes it all the way through a two-minute video. Whereas users spend an average of seven minutes with an ALEX conversation.

Why the huge difference? Well, when employees feel as though they’re actually participating in a lively conversation with someone (even a virtual someone) who’s smart and seems genuinely concerned about them understanding their benefits, they’re far less likely to bail out of the experience and go watch that waterskiing squirrel video for the 15th time.

Instead, they feel connected and supported, and keep clicking and learning until they reach the end.

4. Some interactive conversations (cough) were created by entertainment and behavioral science experts. 

Jellyvision’s love of teaching and entertaining goes back decades, to when we were making educational videos and irreverently funny games like YOU DON’T KNOW JACK.

In 2009, with the birth of ALEX, we started applying everything we knew about helping people understand tricky subjects and make smarter choices to benefits communication challenges. Our special formula—behavioral science, purposeful humor, mighty tech, and a dash of oregano—is the reason ALEX is now used by more than 1,500 companies, with more than 17 million employees in total, including 114 of the Fortune 500.


To learn more about the ALEX approach to benefits communication:

Download our popular eBook The Ultimate Open Enrollment Communications Playbook