Employers fund healthcare for more than half of all Americans and manage over $850 billion in annual healthcare spending, yet their voices are often missing from critical health policy conversations.
The National Alliance of Healthcare Purchaser Coalitions is working to change that. The Pulse of the Purchaser Research Institute (PPRI) facilitates unprecedented access to the employer decision-makers who collectively represent more than 90 million covered lives.
Reservoir recently spoke with Shawn Gremminger, CEO of the National Alliance, about how PPRI will amplify employer voices in healthcare conversations. The discussion revealed three critical insights about why employer perspectives are essential and what the broader healthcare ecosystem can gain by listening.
#1 Employers Are the Real Healthcare Payers. Their Voice Needs to Be Heard
We often talk about “payers” through the lens of insurance companies or hospital systems. But that misses a fundamental reality: employers are the ones actually funding most Americans’ healthcare. They’re making the final decisions about what gets covered and how to design benefits that support the health of their workforce.
“There is something wrong with healthcare in that most of the actual payers are on the sidelines,” Gremminger explained. “Employers are the ones actually paying for things. Insurance companies, hospitals and others should not be what we consider to be payers.”
This misalignment creates a critical gap in healthcare decision making. When pharmaceutical companies develop new treatments, digital health companies design innovative wellness platforms or policymakers develop regulations, they’re often operating without meaningful input from the entities ultimately determining access and adoption.
“That’s where PPRI comes in,” reiterated Gremminger. “It gives employers an opportunity to share with key constituents what matters most to them as they work to get better value in the healthcare space.”
#2 The Employer Perspective Is Broader and More Diverse Than You Think
The typical assumption that employer healthcare decisions are made by Fortune 500 companies benefits executives with dedicated teams and substantial budgets does not match reality. Most employers face significant resource constraints and are making complex trade-offs with limited support. “Purchasers are a lot more diverse than we give them credit for,” Gremminger noted. “We’re tapped into municipalities, school districts, small businesses and many other groups that are typically overlooked.”
PPRI allows for market segmentation, which brings authentic perspectives from employers who understand the trade-offs that define most healthcare purchasing decisions. A local government must balance competing budget priorities. A school district weighs healthcare coverage against other workforce needs.
What makes employer perspectives particularly valuable is the quality of feedback they provide. “Our members provide candor, curiosity and constructive feedback to make something better,” said Gremminger. This means employers are advocating in their role as benefits experts and championing the needs of their employees, who are the majority of privately covered lives in America.
#3 A Direct Line to the Employer Perspective
Organizations seeking authentic employer perspectives on healthcare issues quickly understand the limits of existing resources. Traditional market research relies on generalized panels, while advisory boards typically focus on clinical or policy expertise rather than purchasing decisions.
PPRI fills a unique gap by offering access to employer decision-makers who are actively managing healthcare benefits and navigating real-world implementation challenges. “There is no other dedicated employer research panel in the market,” Gremminger emphasized. “PPRI focuses on one thing: what do employers and purchasers think.”
This singular focus creates value beyond traditional research methodologies. PPRI doesn’t just collect data, it opens engagement opportunities that bring employers to the table to speak up about their experiences and needs, the constraints they face and the questions they have for the myriads of stakeholders who are shaping new healthcare solutions.
“Our success comes when employers are no longer after-thoughts in the health policy discussion,” said Gremminger. “We want to get to the place where you always need employers in the room.”
A New Chapter for Healthcare Stakeholder Engagement
The launch of PPRI reflects the need for a fundamental shift in how healthcare stakeholders must think about employer engagement. Employer perspectives aren’t optional; they’re a strategic imperative.
For healthcare organizations developing new solutions, employer insights can validate assumptions, refine positioning and identify implementation barriers before they become market obstacles. For policymakers drafting regulations, employer voices provide critical context about real-world feasibility. Truly understanding healthcare’s future requires engaging the voices of those who fund it, design it and manage it every day.
To learn more about how authentic employer perspectives can strengthen your healthcare communications, policy development and market readiness efforts, click here to connect with the Pulse of the Purchaser Research Institute.
If you’re an employer leader, the National Alliance invites you to be the voice of the purchaser by joining the Institute today.