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Increasingly, employers are offering high-deductible health plans with lower paycheck contributions than traditional PPO plans. High-deductible plans shift more of the cost of their healthcare to employees. The challenge is getting employees to switch from the perceived safety of the low deductible PPO plan to a high-deductible plan. Even though they have higher paycheck contributions, they seem to prefer PPO plans, fearing the financial risk of a high deductible. However, a focused and relentless communication campaign combined with a strategy to widen the pricing gap between the two plans can change their thinking. It’s a powerful combination that works if the employer has enough patience to stay the course for a few years.