Rethinking healthcare cost strategy through a behavioral lens
Healthcare cost conversations tend to focus on plan design, network strategy, and stop-loss coverage.
But claims do not start in spreadsheets. They start with human decisions.
When employees face rising deductibles and higher cost share, they do not always make efficient care decisions. Many delay care. Others avoid it altogether.
Delayed care becomes more complex care. And more complex care drives higher claims.
In this session, BrightPlan’s Maggie Edelman and Sean Goheen reframe cost management through a behavioral lens. You will learn how financial stress shapes healthcare decisions, and why traditional cost-containment strategies often miss the root cause of rising spend.
This session is designed to help HR and business leaders connect financial wellbeing, healthcare utilization, and claims outcomes in a more practical and measurable way.
Date: Thursday, April 9, 2026
Time: 1:00 PM Eastern
SHRM/HRCI: 0.1 PDC (note: for live attendees only)
Cost: free with registration
Key Takeaways for HR and Business Leaders:
- Why healthcare claims are driven by behavior, not just plan design
- How financial stress leads to delayed care and higher downstream costs
- Where traditional cost strategies fall short in influencing decision-making
- How to align financial wellbeing and healthcare strategy to improve outcomes
- Practical ways to reduce avoidable claims through better employee support
Who Should Attend:
CHROs, HR leaders, HRBPs, Total Rewards and Benefits leaders, people strategists, and anyone responsible for guiding employees through change and complexity.
Speakers
Sean Goheen
Director of Alliance Partnerships
Maggie Edelman
Alliances Account Manager
About BrightPlan
BrightPlan is a global leader in Total Financial Wellness. The company provides a comprehensive global solution that addresses all aspects of employees’ financial health at every stage of life and empowers HR teams to enhance the employee experience and better attract, retain, and engage talent. The unique combination of its digital platform and expert financial planners enables employers to deploy financial wellness solutions at scale while delivering personalization for employees. To learn more, visit brightplan.com.
