During a panel launching the survey results at Benefits Canada‘s 2025 Toronto Benefits Summit, Troy Diakow, vice-president of life, disability and operations at Alberta Blue Cross, said he believes plan members do want personalization, but the experience often falls short. Read: 2023 Group Benefits Providers Report: Prioritizing partnerships, personalization and prevention“Today, the messages are sometimes generic, they’re clinical, they’re often transactional and they do push that cost-containment. Also speaking on the panel, Kate Kilganan, assistant vice-president of pharmaceutical benefits and innovation at Sun Life, said these groups are likely plan members who are generally doing well financially and mentally. They’re already using those benefits.”To reach employees outside of those groups, she recommended plan sponsors look at their benefits data to understand who’s opening the emails and clicking on the links. “Look at what’s driving plan [costs], what’s driving your absences and use that for prevention and management.”Download the full 2025 Benefits Canada Healthcare Survey report here.