Sick of bland wellness content? You’re not alone.

Anna Suslova

In our recent survey on health benefit trends for 2018, 68% of Human Resources professionals reported that the one trend which they were most tired of wasn’t steps challenges or outdated incentives. Instead, over two-thirds of HR pros cited bland wellness content as the one trend they hope ends in 2017. And yet, health plans and employers continue to rely on generic wellness content to engage members in various health programs.

Health plans, and even employers themselves, forget that common wellness tips or generic pleas to be healthier rarely produce the sustained behavior change sought by the initiative. All of us have the tendency to consciously, or subconsciously, disregard information that we don’t feel is applicable or relevant to us. So, how can you create compelling health-related content that will capture the attention of members and employees and increase engagement? The answer lies within personalization.  

Why personalization?

According to a recent Deloitte report, consumers expect and want a personalized healthcare experience. And employers or health plans that embrace this demand stand to see huge gains: a study by Aberdeen found personalized email messages improve click-through rates by an average of 14% and conversions by 10%. Here are three tips to create personalized member experience for each member or employee.

Tip #1: Don’t take personalization too far

When it comes to personalization, you want to deliver content that feels relevant for an individual, but doesn’t appear as too intimate. Health is incredibly personal and members would rightly be concerned if private health information was shared casually over company email or group platform. Thankfully, HIPAA is your friend here. Complying with the patient privacy law will ensure your content avoids an unintended creepy factor while keeping you on the right side of the regulations.

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Tip #2: Incorporate employees’ health data

By examining the patient generated health data, health risk assessments, or even prescription fulfillments of your participants, you can create campaigns that are customized for individual employees and their specific health conditions. For instance, when targeting an employee with pre-hypertension, content around specific lifestyle changes people can make to lower their blood pressure is more likely to resonate than content around general tips about healthy choices.

Tip #3: Put geo-targeting to good use

According to the Local Search Association, the click-through rate of geo-targeted ads was notably higher than the industry average for non-targeted campaigns, particularly in the healthcare space. Based on this, you should always tailor and deliver your content based on the geographic location of the employees. Health plans can use geo-targeting to identify the most effective outreach strategy and to better understand their participants’ needs and wants. The data collected over time will help you provide the right content to the right participants.

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