It seems that with each successive year, employers look for more and more from their health plans to help stem the rise in premium costs and to maintain competitive coverage. Lately, their interest has broadened to include ways to improve workforce health and well-being.
This is a relatively new area for many health plans, and through vendor partnerships and internal development, many have assembled highly credible offers. The big challenge is getting individuals to take part in the various screening programs and health interventions. Incentives can help, but real change often occurs best with the design and delivery of an effective engagement strategy.
The discipline of engagement strategy for health and well-being improvement is new. This is our specialty and we know of no other consulting practice as fully focused on it and with as unique a skill set and depth of experience as we have.
We know engagement is a top priority issue for the industry now, but most companies don’t address it as well as they could. We see a sizable Engagement Gap sitting between the many well-intended health and well-being improvement programs and the resistant, often indifferent population to whom they are targeted. Good efforts go toward addressing the gap, but they too often fail to produce real change.
Engagement as a Story
The approach to engagement can be expressed in simple terms with the following flow:
– First, what is the story you want to convey? What are the main messages that form the hook that will appeal to your population?
– Then, what is the process by which you will convey the story in a way that resonates with each individual? This includes the media formats and delivery as well as peer influence.
– Next, what is the offer that will get their attention to take action? These are the most compelling benefits that encourage participation.
– Finally, what will enable you maintain the involvement? These are the elements of sustainable engagement.
Each customer situation has different goals and success factors. We scope out our project plans to meet specific strategic objectives, and set a game plan with a clear and effective process to get us there.
Our recommendations are focused and actionable. They’ll enable you to hit the ground running with new and improved strategies and tactics. The objectives we help achieve include the following areas:
1. Customer Relationships
If your customers are asking for more and better results from your health management and wellness programs, we can help you effectively position, package and promote your offers to the workforce.
And the same techniques we use to help drive consumer participation can also help with customer retention and acquisition, by defining effective competitive differentiation and smart strategic processes. Let us assess your approach and put together some recommendations.
2. Better Engagement
Our Engagement Model helps to frame the linear flow necessary to move individuals along the spectrum toward active participation. The model also provides a high-level strategic view of the tactical elements and shows how the various component parts work together and need to be fully integrated in designing and delivering programs.
3. Effective Communications
Essential to all effective engagement efforts is a solid communications strategy and plan. Our experience in consumer advertising proves that the basic concept of AIDA is a key component of planning out messaging efforts. We look at the full gamut of mass, targeted, tailored and personalized options. And, we aim to support both the broad-based story about employee health goals, and the relevant details on specific program offerings.
4. Branding Support
Employers are increasingly branding their programs which helps provide an easy point of reference for management and the workforce. Effective branding is a tough task. We can help strengthen and enhance efforts.
Our many years of consumer marketing experience have helped us create our 12 Point Branding Blueprint. With a solid branding effort and a clear plan in place, there is less “making it up on the fly” because many potential snags are thought out in advance.
5. Member Experience
To gain a fresh perspective, we look at programs through the lens of the consumer. Historically, there has been way too much emphasis on the “supplier” side of the offer. Part of our unique value is how we assess the demand side of the equation.
We use market research approaches and other techniques to generate consumer insights about how individuals react and respond to the offerings and messages.
6. Well-Being Strategy
Well-being has emerged as an important area of emphasis for companies looking to protect against future health risks, while creating an environment of healthy lifestyles and increased productivity.
As companies continue to broaden their health promotion strategy from targeting high risk individuals to Total Population Health, greater focus is going to defining, developing and promoting well-being improvement. Doing this effectively requires a skill set that can deliver behavior change solutions.
7. Strategic Roadmaps
Our work helps accelerate progress using a strategic roadmap that organizes and aligns efforts. It takes a different set of strategies and tactics to permeate the entire population with messages, interventions and encouragement.
Our consumer advertising concepts and Sustainable Engagement Framework can be instrumental in building an approach that will accelerate positive change.