Those who provide health and well-being improvement services are always looking at new and different ways to increase participation. Too often though, they focus on program innovation or refinement, rather than on ways to better pitch their offer to the intended audience.
This "supply side" emphasis is actually endemic throughout healthcare, and too often leaves the consumer out of the equation.
When we consider that individual lifestyle and health behavior choices contribute to about 75% of our nation's healthcare bill, and that the programs being offered are intended to change that, the consumer - or the "demand side" - needs to play a very direct role.
We believe that most in the industry would agree that the interventions and interactions generated by vendors and health plans are generally quite good, and that the missing piece is participant engagement.
Our view is that consumer marketing is needed to stimulate the demand side, and "convince the buyer" that we have something of interest that has value to them. Of course, we're not asking them to pay, and in fact frequently offer them cash or rewards if they do take part. We see the following five areas as essential to "making the sale:"
1. Identify the clear benefits. We all know the reasons why it is good to take part in health and well-being improvement programs, but don't do a good job at framing the relevant consumer benefits.
2. Serve up the story. This requires more than a series of e-mails or flyers. A more complete communications campaign is needed to deliver key messages designed to get attention and build interest.
3. Make the sale. Awareness must translate to action. Incentives help, but there also needs to be intrinsic receptivity to the offer.
4. Reinforce the buying decision. Avoid the "trier-rejecter" pattern. Find ways to strengthen conviction through direct messages, portal postings, internal advocate support and pats on the back from coaches or clinicians
5. Reward them over the long term. Health behavior change is difficult and part of a lifelong journey. Consider ways to build financial or benefit-oriented advantages for individuals that have made the right choices and done the hard work to overcome challenges to create new and improved healthy lifestyles.
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