Why Health Plans Should Start Welcome Kit Planning Early

Written by Laura Massetti, Growth Leader

Because first impressions count, and scrambling at the last minute never works.

Open Enrollment is over, and your new members are officially in. Now comes one of the most important (but often rushed) parts of the process: sending out Welcome Kits.

If you're still waiting to get started, here's the truth — you’re already running behind.

Welcome Kits aren’t just paperwork. They are your members’ first real experience with your plan, and that first impression matters more than most people think. The earlier you start planning, the better your chances of sending a kit that’s accurate, helpful, and actually makes people feel good about choosing you.

Here’s why starting early isn’t just smart: it’s essential.

1. You Don’t Get a Second First Impression

When a new member gets their Welcome Kit, it sets the tone for the whole year. A clean, well-organized kit says: “We’ve got you.” A late or thrown-together kit? Not so much.

Your members are looking for clarity, not confusion. Give them something that feels personal, professional, and prepared.

2. Welcome Kits Are More Complex Than You Think

It’s not just a letter and an ID card anymore. Most kits include:

• Evidence of Coverage (EOC)

• Summary of Benefits

• Drug lists and provider directories

• Forms, preference sheets, contact info

• Maybe even an OTC catalog or surveys

Each piece has to be accurate, compliant, and targeted to the right member. That means working across teams, getting approvals, and making sure every detail is spot-on — and that takes time.

3. Compliance Doesn’t Care About Your Deadlines

Let’s be real: the rules are strict, and for good reason. Welcome Kits have to meet regulatory requirements — what’s included, how it’s worded, when it goes out.

Starting late can lead to rushed approvals or costly mistakes. Starting early gives you breathing room to double-check everything and avoid compliance headaches.

4. Printing & Shipping Takes More Time Than You Think

Even once your kit is ready to go, the physical work still needs to happen: printing, assembling, packing, mailing.

And if you're sending out 5,000 or 500,000? You’re going to want that timeline working in your favor, not against you. One small delay in production can turn into missed deadlines and frustrated members fast.

5. You’ll Save Money (and Sanity) By Planning Ahead

Late-stage changes, rush printing, overnight shipping — it all adds up. Starting early helps you stay in control of your budget and reduce the need for last-minute fixes.

At Command Direct, we work with Health Plans to help manage timelines and budgets from the start, not when things are already on fire.

So... When Should You Start?

Honestly? Right now. If you're thinking about Welcome Kits, it's the perfect time to map out your plan.

We’ve been doing this for decades, and we’ve seen it all — the fire drills, the all-nighters, the last-minute approvals. But we’ve also seen how smooth things can be when planning starts early and the right partner is on board.