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David Rook

David Rook

Chief Marketing Officer

Dave is a veteran marketing and digital platforms expert. His passion lies at the intersection of the creative arts, behavioral economics and social sciences. Dave is our go-to resource for out-of- the box creative, as well as strategically sound yet remarkably innovative approaches to the mundane.

Dave spends his days finding new ways to help drive benefit strategies and desired outcomes through more influential employee communications and decision-making tools.

He works hands-on with our clients to tap into the behavioral insights of their workforces – all in an effort to solve their most difficult communication, enrollment and behavioral modification challenges.

A digital products expert since the early days of the Internet, Dave also leads the development and optimization of our benefit automation and HR technology platforms, including both our desktop and mobile solutions.

Dave’s distinguished career includes brand marketing positions with Leo Burnett (General Motors, Philip Morris), Coca-Cola and AOL. More recently Dave was the General Manager of Consumer Media at Hanley Wood and the Chief Marketing Officer at eCommerce retailer Simplexity.

A sampling of the diverse brands Dave has worked on include:

  • Oldsmobile
  • Rockford Fosgate Audio
  • Marlboro
  • Sprite
  • Minute Maid
  • AOL
  • City’s Best
  • Moviefone
  • Architect Magazine
  • ePlans.com
  • Floorplans.com
  • Homeplans.com
  • Verizon
  • T-Mobile
  • When.in
  • GMC Truck
  • Celebrity Cruise Lines
  • Coca-Cola
  • Barq’s
  • Wendy’s
  • Digital City
  • MapQuest
  • Builder Magazine
  • Remodeling Magazine
  • Dream Home Source
  • Houseplans.com
  • Wirefly.com
  • Sprint
  • Urgent.ly

 

Dave received his MBA at Georgetown University and his undergraduate degree from the Walter Cronkite School of Journalism and Telecommunications at Arizona State University.

When not at the JP Griffin Group, you might find Dave out on the golf course or at a live music venue, all the while checking scores for his beloved perennial underdog, the Chicago Cubs.

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Author's Posts

The Pros and Cons of Consumer-Driven Healthcare

David Rook

The Pros and Cons of Consumer-Driven Healthcare

For the past fifteen years, a relatively small but growing number of businesses have been offering an alternative to traditional employer-managed health care: consumer-driven health care. 

Consumer-driven health care is a name for the practice of setting up employee health plans with low premiums, high deductibles, and savings accounts. The goal of these plans is to reduce costs for employers, prompt employees to make more educated decisions about the care they seek, and increase the percentage of employees that have access to insurance. The reality, however, is not that simple, and there are a number of pros and cons to consumer-driven health care.

When consumer-driven health care was first introduced in the early 2000s, it was wildly unsuccessful. It was simply a way for employers to shift the cost of health care onto their employees. Sure, consumers had more options, but none of them were good. The high deductible and tax-exempt nature of the savings account meant that both the employer and the employees were spending less money on health care upfront, but if the employee got sick the majority of the cost was deferred onto them, whereas with a plan with a lower deductible the employee and employer would share the costs more evenly.
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Topics: Employee Benefits, Cost Containment, Education

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Benefits That Matter Most, Part Three: The Multi-Cultural Workforce

David Rook

Benefits That Matter Most, Part Three: The Multi-Cultural Workforce

Hispanics now account for 16 percent of the total American workforce. That figure is expected to more than double by 2050, and doesn’t even take into account workforce statistics from other cultures. Such diversity in culture can bring about challenges when it comes to employee benefits planning.

Welcome to Part Three of our blog series, “Benefits That Matter Most.” In Part One, we discussed the needs and priorities of Millennials in the workplace. Part Two explored the issues that face employers with a Multi-Generational workforce. In Part Three, we will address the impact of Multi-Cultural workforces on employee benefits.

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Topics: Employee Benefits, segmentation

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Benefits That Matter Most, Part Two: The Multi-Generational Workforce

David Rook

Benefits That Matter Most, Part Two: The Multi-Generational Workforce

For the first time ever, employers find themselves with four generations of employees working side-by-side. Such diversity in age in the workforce, which drives different needs and attitudes, can bring about challenges when it comes to employee benefits planning.

Welcome to Part Two of our blog series “Benefits That Matter Most." While Part One focused on Millennials, here we’ll focus on the impact of employing a workforce whose ages span multiple generations. What is the impact of multi-generational workforces on employee benefits? What special challenges do employers face with a multi-generational workforce, and how can employers meet the varying needs of their employees in such an environment?

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Topics: Employee Benefits, segmentation

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Benefits That Matter Most, Part One: The Millennial Mindset

David Rook

Benefits That Matter Most, Part One: The Millennial Mindset

This is the first of our new 3-part blog series, “Benefits That Matter Most.” This series will examine ways to tailor benefits packages to appeal to several diverse groups of employees. In Part One, we’ll explore how millennials are changing the way benefit packages are designed in the workplace. Part Two will discuss the unique challenges of crafting a benefits package to appeal to a multi-generational workforce, while Part Three will focus on benefits that appeal to a multi-cultural workforce.


The Millennial Challenge

There can be no doubt that the benefits landscape is changing with the wave of millennials now joining the workforce. Traditional benefits packages typically do not address all the points that millennials are looking for as they enter the job market. Attracting top talent from the millennial generation requires a more creative approach.
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Topics: Employee Benefits, millennials, segmentation

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Healthcare Innovation Through Disruption: Paying Patients To Save Money

David Rook

Healthcare Innovation Through Disruption: Paying Patients To Save Money

As a continuation of our on-going series on innovations in healthcare cost containment, today we turn our attention toward Vitals, a company that is on a mission to become “the Priceline of healthcare”. Vitals is a welcome addition to an industry in which costs can be opaque and consumers often feel powerless.

The absurd price disparities in the American healthcare system stand out as one of its most frustrating features. For example, a brain MRI ranges from $209 to $5,560, and while one place might charge $300 for a blood test, another charges just $75. A mammogram could range in price from $23 to $1,929.

Vitals software helps consumers compare prices of anything from a simple blood test to major surgery. Patients can research cost, availability and quality ratings for various providers, thereby enabling informed decisions.
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Topics: Employee Benefits, Cost Containment, Innovation

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Congress Repeals ACA Rule: Provides Mid-Size Business Owners With Some Relief

David Rook

Congress Repeals ACA Rule: Provides Mid-Size Business Owners With Some Relief

The winds of change are blowing strong in Washington. In addition to last week’s news of growing Democratic support for the repeal of the Cadillac Tax, the House and Senate both passed legislation repealing the Affordable Care Act requirement that the small group market in every state be expanded from 1- 50 employees to include businesses with 51-100 employees. Yesterday the Protecting Affordable Coverage For Employees (PACE) Act was signed into law by President Obama.

This planned expansion of the small group market was expected to have a huge impact on mid-sized businesses. These businesses would have been required to buy coverage for employees in the small group market, which is more heavily regulated than the large group market. This change would have increased premium costs for employers and employees and reduced flexibility in plan design due to added small group market requirements.

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Topics: Employee Benefits

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With Growing Democratic Support, Will The Cadillac Tax Be Repealed?

David Rook

With Growing Democratic Support, Will The Cadillac Tax Be Repealed?

Last week, the effort to possibly overturn the 40% excise tax on what the Affordable Care Act has deemed “excessively rich” health plans got a boost when Hillary Clinton surprisingly supported its repeal.

Even Bernie Sanders is on board with a bill moving through Congress, which would repeal this so called “Cadillac Tax”, which goes into effect in 2018 unless something is done to derail the effort.

As currently structured, the Cadillac tax will impact employers with benefit plans which exceed $10,200 for individuals and $27,500 for families. The 40% tax will apply to the value of the plans above those caps.

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Topics: Employee Benefits, Cadillac Tax

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Employers Are Joining The Pack With Pet Insurance

David Rook

Employers Are Joining The Pack With Pet Insurance

We love our pets, and for good reason. There have been many scientific studies that demonstrate the strong psychological and physiological health benefits from having a pet, according to the American Association of Human-Animal Bond Veterinarians (AAH-ABV). Pets help us relax and make us more actively engaged with our environments, and they can play an important role in helping us deal with life’s hardships.

For all these reasons, and the fact that 62 percent of American households own pets, it was only a matter of time before group pet insurance was made available.

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Topics: Employee Benefits, Innovation

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Participatory vs. Health-Contingent Wellness Programs

David Rook

Participatory vs. Health-Contingent Wellness Programs

If you’re considering implementing a new wellness program, it is important to decide which type of program you wish to offer to your employees. The Affordable Care Act (ACA) divides workplace wellness programs into two categories: participatory workplace wellness programs and health-contingent programs. What are the differences between these two types of programs? And what are the standards employers must meet when designing a wellness program as part of its benefit package for employees?

Participatory Wellness Programs

A participatory wellness program is, by definition, open to any employee who wishes to participate. Some easily recognizable types of participatory programs include employee participation in diagnostic testing and screening; smoking cessation classes and education; reimbursement for gym or wellness center memberships; and programs for health education classes or seminars.

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Topics: Employee Benefits, wellness

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20 Unique Employee Benefits That Boost Employee Morale

David Rook

20 Unique Employee Benefits That Boost Employee Morale

The hiring world can be extremely competitive, especially in industries starved for top talent. Salary will always be high on the priority list for potential employees, but they also weigh other factors.

A recent study reveals that 95 percent of Americans consider job benefits and perks before deciding whether or not to take a new position or stay in their current one. Companies trying to attract the best employees may need to think a little outside the box when it comes to perks.

Here are 20 unique employee benefits that can seriously boost morale.

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Topics: Employee Benefits, Company Culture

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