Engagement around health behavior change remains a hot topic.
There’s certainly been a lot of talk about it, and some well-intentioned actions to help address it.
We’ve seen an array of smart developments, from mobile apps and social wellness to outcomes-based incentives and behavioral economics. Vendors, health plans and sponsors are putting forth good efforts to drive better consumer engagement for health improvement.
But we have to ask:
– To what end…?
– How effective has it been…?
– Is it delivering sustainable health behavior change…?
We see too many engagement efforts that are fragmented, nonaligned, short-lived.
We believe that engagement should be viewed as a means to an end. And while it may be good to have more of it, it also needs firm direction and clear intention. It needs strategic purpose at its core.
Here’s where the Chief Engagement Officer comes in.
The area needs a point person to provide strong leadership and dedicated ownership.
The role would incorporate aspects of business discipline, strategic process and consumer marketing. It would be geared to helping individuals through their own decision pathways would emphasize participant interactions and relationship-building.
It will need to address the rational and emotional barriers to change and articulate the consumer value proposition that will result from positive shifts in attitudes and actions. It has to embrace the process of behavior change, disrupt inertia and reinforce healthy habits.
In defining the scope for the Chief Engagement Officer role, we see that it would encompass the following:
1. Strategic Intent. Owning and defining the overarching approach to achieving the specific business objectives for behavior change and having the authority to execute against these goals.
2. Behavioral Science. Understanding and applying the knowledge of how people make choices, incorporating consumer insights and behavioral economics.
3. Segmentation and Tailoring. Defining relevant population segments at the macro level and providing personalized communications tailoring at the micro level.
4. Targeting and Delivery of Effective Messaging. Leading the design, development and delivery of communication stimuli that inform, educate, encourage and reinforce health behavior change.
5. Organizational Integration. Ensuring that all related disciplines, vendors and business units are strategically and operationally aligned toward achieve specific, defined goals.
6. Measurement and Refinement. Constant monitoring of metrics with the view to making midstream modifications when appropriate, and delivering accurate and meaningful data and updates on a regular basis
7. Continuous Improvement. Always seeking to apply lessons learned, share best practice and strive for better design, process, delivery and outcomes.
These seven areas are essential to the success of any consumer health behavior change initiative. They also need to be effectively integrated to produce successful outcomes.
The Chief Engagement Officer role will provide the business discipline and strategic oversight necessary to unify and orchestrate appropriate actions.
We see the adoption of this approach as an important undertaking for any company involved in health behavior change and we view its potential as significant in our evolving consumer-centric health care world.
Here’s to the future Chief Engagement Officers…!