You, We and Simplicity: Three Themes for Successful Health Communications

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This session by Fran Melmed, Owner of context communication consulting llc, and Michelle James, Health Communication Manager for Intel, was presented at the APA Practice Organization's 2010 Psychologically Healthy Workplace Conference. The program explores what it takes to create a culture of wellness in the workplace. Topics include what makes a message connect, how we can support individual behavior change on a mass scale, where the fun is and why we should embrace a powerful new communication
tool: social media. Participants learned how to create, implement and measure an integrated communication strategy that involves and supports all stakeholders, heard how leading companies approach health and wellness communications and discusssed how to use social networking, m-health and other marketplace innovations to enhance employee well-being and organizational performance.

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  • Why: You, we and simplicityKeys to success, in my book. A focus on the individual.A focus on community and shared gain.A focus on KISS.
  • Real people don’t look like this. And real people don’t respond to comms with ppl that look like this. Or to messages to bots like these.
  • This is who you’re addressing. Real people. With real concerns, backgrounds, histories. What concerns them: their families, their ability to retire, get ahead, make money. Their privacy and confidentiality. Messages should hit on the things that concernthem, not you. Messages and comms channels should be tailored based on your workforce’s demographics. One size does not fit all. Based on age, gender, behaviors, risks/conditions, costs Based on how they work, what they know, where they need your help
  • Companies want their employees to be health care consumers. they want them to live healthier lives.Are you telling them? or inviting them? Are you admonishing them? Or supporting them? Leaders set tone and priority. Sr management What gets measured: EHS, profit-sharing (SGC plant) Time and policies (micro-obstacles)But it can’t be all about the company. For ex, WF and their healthy incentive program. Their comms focused on rising healthcare costs. Company saving money: important to ees? Sure thing – if it save their job, saves their health care, saves them money.
  • Several “wes” involved in successful comms:Employee + familyEmployee + peersEmployee + companyLeaders & managersVendorsHREHSPeersComms needs to pull on all of these different “wes.”
  • Who and what’s important to people? Comms must hit on these messages as we’ve said.Who will they listen to? Comms must leverage and include these sources.
  • Several “wes” involved in successful comms:Employee + familyEmployee + peersEmployee + companyLeaders & managersVendorsHREHSPeersComms needs to pull on all of these different “wes.”
  • How can companies achieve health 2.0: patient-empowered health care. http://www.pewinternet.org/Reports/2009/8-The-Social-Life-of-Health-Information/03-Social-Media-and-Health/1-Many-seek-a-justintime-someonelikeme-but-few-post-their-own-stories.aspx?r=1Blogs, wikis,microblogs, mobile phones
  • Trusted information and resources (beyond your vendors. Think external information:cdc, for example)Peer-to-peer: wellness champions, success stories, social networking (condition-related, hobby-related), blogs/microblogs (Twitter, success stories)Mobile technology
  • Design: challenges, team-based, altruistic efforts, built into the day, health gamesComms: Tone, channels: videos, posters, contests, celebrationsEx: kids’ art contest, photo contest, exercise video, awards competition
  • You can’t go it alone. Pull on ppl/groups around you and support them.Managers: e-newsletters, training, toolkitsHR: toolkits, forums, bulletin board packets, e-newsletters, trainingEHS: integrated comms, metrics Vendors: integration of comms – map employee experience. Vendor summits.
  • Design + communication = KISS
  • Bring it all together: ee benefits portalEase of useSite architecture and language based on user, not on providerIntegrate with providers’ info
  • Design + communication = KISS
  • You complete me: Convergence of wellness design + wellness communicationOne influences the other; How you approach reveals your interests How you design your program and how well it’s integrated w/other HR programs and your vendor’s services says more about whether you’re gearing it to employees’ needs or vendors’ How you use incentives & what you pay for says more about whether you’re interested in tasks or in supporting behavior changeWhat channels you use and how says whether you’re interested in moving info or facilitating conversationWhat you measure indicates an interest in transactions or transformationPushing out comms that don’t line up with reality are like sisyphus rolling the rock up hill. Get design & comms integrated – with vendors, with other programs, with one another.
  • Start with your data: health risks, claims/health care utilization, workers’ compensation, use of EAP, etc. Bring it all together. Know what people know and don’t know about finding info. Center for Studying Health System Change finds that just 41% of patients have the knowledge and confidence required to manage their health in this new world. What are you doing to help them?
  • Start with a framework that can help you know how ppl go through change. Real people don’t become healthy overnight. Or simply because you pay them to. Design and communication need to recognize where the individual is and help him or her move along. From design perspective: programs, incentives, resources that support change--not simply reward for listening to a webinar. From comms perspective:Ex:HRA report – Is it generic or specific to your programs? Website – Do you have information, tools, and resources that address all stages?Personalized comms: Do you tailor your comms based on gender, age, insurance use, HRA results?(very hard to do. needs to be in partnership with/done by vendors. Or depends on really good internal lists) Personal stories: Do you use EE success stories, marketing campaigns to address misinformation/apprehension (Disease management)Social networking: We.
  • GINA, HIPAA.
  • What to measure?AwarenessPerceptionParticipationUltimately: Risk scores, costs, productivity, safety, absenteeism Tie-in to EHSIBM metrics
  • 1. IMS Health2. Saint-Gobain Corp3. IBM Virtual Food Pro (2004)4 + 5. Wal-mart6. Intel cohort group
  • 1 + 2. Harvard study. http://www.nhsconfed.org/Networks/MentalHealth/LatestNews/Pages/Workplace-Wellness.aspx3. The Wellness Imperative, Creating More Effective Organizations, Word Economic Forum in partnership with Right Management (Manpower) 4. Towers Watson 2009/2010 Staying At Work study
  • You, We and Simplicity: Three Themes for Successful Health Communications

    1. 1. You. We. Simplicity.<br />
    2. 2. But first. <br />
    3. 3. Me.<br />
    4. 4. You.<br />
    5. 5. If we are asking employees to be partners, we must treat them as such. <br />
    6. 6. These are employees.<br />http://flickr.com/photos/leia/414244088<br />
    7. 7. These are people.<br />http://flickr.com/photos/labor2008/2761292104/in/set-72157606710482980<br />
    8. 8. Watch the balance.<br />http://flickr.com/photos/ailie/3044966705<br />
    9. 9. We.<br />
    10. 10. Company<br />Family<br />Leaders<br />Me<br />Medical providers<br />Community<br />Coworkers<br />Insurance<br />The health ecosystem.<br />
    11. 11. Employee + 1Employee + 2<br />
    12. 12. We need to experiment with how we deliver information and to begin with those who are excited about trying new things. <br />
    13. 13. Facilitate the connections.<br />http://flickr.com/photos/dr/2048034334<br />
    14. 14. Create the fun.<br />http://flickr.com/photos/cayusa/2050973691<br />
    15. 15. Who’s in your corner?<br />http://flickr.com/photos/liveu4/2342216842<br />
    16. 16. Simplicity.<br />
    17. 17. Inundating people with mind-boggling data shuts down their ability to think. <br />
    18. 18. Integration+Personalization+Technology<br />
    19. 19. Don’t be Sisyphus.<br />Photo: http://flickr.com/photos/pasukaru76/4307189567<br />
    20. 20. It’s critical to first consider what health challenges people face, what decisions people need to make, and <br />how they make them before developing information to assist. <br />
    21. 21. Recognize stages of change.<br />
    22. 22. Understand the legislation.<br />Photo: http://flickr.com/photos/gi/168406150<br />
    23. 23. Measure what matters.<br />Photo: http://flickr.com/photos/spacesuitcatalyst/536389937<br />
    24. 24. From 4% to 7.5% HDHP enrollment<br />92% have the knowledge to discuss treatments with providers<br />20% reduction in junk food<br />60 TONS of weight lost<br />16K idea groups<br />47% dropped one risk level<br />ROI from the trenches<br />
    25. 25. $3.27:$1.00-medical costs<br />$2.73: $1.00-absenteeism<br />8X more likely to be engaged<br />1.8 fewer days absent<br />11% higher revenue per employee<br />28% higher shareholder returns<br />ROI from the research<br />
    26. 26. fran melmed<br /> context communication consulting <br /> e: fran@contextcommunication.com<br /> p: 215.922.2525<br /> twitter: @femelmed<br /> website: contextcommunication.com<br /> blog: freerangecomm.com<br />
    27. 27. CoHealth<br /><ul><li> @co_health
    28. 28. Monthly twitter chats, every third Wednesday from noon to 1 pm EST
    29. 29. cohealth.ning.com</li></li></ul><li>We are just starting. <br />
    30. 30. Employee Engagement<br />Michelle James, MBA<br />Health Communication Manager<br />Employee Communications<br />
    31. 31. 30<br />Intel: Over 40 Years of Experience<br /><ul><li>Founded 1968; World’s leading Silicon innovator
    32. 32. Approximately 79,000 employees worldwide (43,000 U.S. employees)</li></ul>300 facilities in 50 countries <br />$35.1 billion in revenues (2009)<br /><ul><li>9th most recognized brand worldwide (Business Week, Interbrand, 2009)
    33. 33. 10th year Dow Jones Sustainability Index Technology Sector Leader
    34. 34. 13th ”Best Corporate Citizen” 2009 (CRO, formerly Business Ethics Magazine – Intel one of only three companies to make the list all 10 years)
    35. 35. 2010 Fortune 100 Best Companies to Work For & World’s Best Companies for Leaders</li></ul>*Other names and brands may be claimed as the property of others<br />
    36. 36. Long Term Cost Containment<br />GeneralWellnessandEmployeeEngagement<br />CoreHealthCarefor All<br />Acute andChronicConditionManagement<br />BestPurchasingPractices<br />Communications<br />Create a Culture of Health & Wellness<br />Building a Global Culture of Health and Wellness <br /><ul><li>Health Plans
    37. 37. Designed to engage employees as consumers
    38. 38. Wellness
    39. 39. Gives employees a convenient and completely confidential way to evaluate and understand their health risks and to positively affect their health; on-site clinics provide high-quality, lower cost, and convenience</li></ul>31<br />
    40. 40. Evolution of Engagement <br />2007<br />2008<br />2009<br />2002 - 2006<br />Strategy focus: Provide employees choice and flexibility<br /><ul><li>No consumer driven migration strategy
    41. 41. Communicate at Annual Enrollment only
    42. 42. 2012 Health care cost trend projected to hit $1B spend </li></ul>Strategy focus: Lower long-term health care cost spend<br /><ul><li>Company environment drives new focus on cost
    43. 43. Roll-out Wellness programs
    44. 44. Year round communication strategy </li></ul>Strategy Focus:Engage Employee<br /><ul><li>Tie health benefits and wellness programs together
    45. 45. Health is your greatest asset
    46. 46. Social media </li></ul>Strategy Focus: Remove barriers<br /><ul><li>Bust myths on quality and coverage
    47. 47. Simplify and personalize messages
    48. 48. Leverage suppliers</li></ul>58%<br />48%<br />28%<br />Consumer Plan Enrollment<br />7%<br />Wellness program participation<br />50%<br />35%<br />34%<br />32<br />
    49. 49. Communication Objectives<br />What we want to accomplish:<br />Build trust with employees that Intel provides comprehensive health care benefits and confidential onsite health care and wellness services<br />Deliver simple and action oriented messages<br />Drive awareness of employees’ responsibility to understand and manager their health, and make informed health care choices <br />Drive usage of tools and resources that are available to help employees<br />Inspire and motivate employees to take action toward achieving their best possible health and quality of life <br />
    50. 50. 34<br />Communication Strategies<br />How we will accomplish our goals<br /><ul><li>Use a variety of high and low-touch channels to reach and engage employees
    51. 51. Use frequent and ongoing communications to strengthen employee participation and engagement in health benefits and wellness programs
    52. 52. Simplify the messages
    53. 53. Humanize the programs by personalizing communications and putting a face to the programs
    54. 54. Utilize supplier communications and channels
    55. 55. Gain support from audiences with significant influence (managers, family, peers)
    56. 56. Engage senior leaders as role models and advocates </li></li></ul><li>Social Media Objectives<br />Forum for employees to come together discuss Annual Enrollment, Health Benefits, and Wellness <br />Allow employees to gather “real” perspectives from their peers<br />Share personal experience <br />Share Best Know Methods<br />Have most of the blogs and discussions happening in this forum<br />Employees begin and continue discussions<br />Support business objectives<br />35<br />
    57. 57. Social Media Strategies<br />How we engaged employees<br /><ul><li>Special invite/meetings with advocates (Super Users) </li></ul>invite to host discussion or blog<br />Super users encouraged to invite peers who they think may be interested in participating<br /><ul><li>Planet Blue group kick off with the start of Annual Enrollment Communications
    58. 58. Embed an invite to join group in existing communications
    59. 59. Front page intranet story highlighting the group and discussions</li></ul>36<br />
    60. 60. Planet Blue Features<br />Blog<br /><ul><li> Guest “real” employee Blogs
    61. 61. HR employees</li></ul>Files<br /><ul><li>Pictures
    62. 62. Videos
    63. 63. Reference materials and more detailed documents</li></ul>Discussions<br /><ul><li> Open Dialogue (anyone can start or contribute)
    64. 64. Polls
    65. 65. Links to additional reference material (including outside of Intel)</li></ul>37<br />
    66. 66. 38<br />Usage<br />23,012 views vs. 28,345 intranet page<br />97 discussions<br />
    67. 67. What employees had to say. . .<br />39<br />“The personal stories of people and the plans they’ve chosen is really wonderful approach – very creative and very welcoming.”<br />“Most successful Planet Blue group seen yet”<br />“I was going to keep my current coverage because I understood the basics and am happy with my CDHP (I’ve got $7K in HRA).  I kind of ignored all the info-sharing channels because in my head I made my decision.  Until late last week… I caught a comment in a blog about “extra bucks” and being able to move my HRA dollars to HDHP.  Suddenly I thought ‘wait, I need to look into this and the HDHP’.  Had it not been for those discussions in Planet Blue I never would have known about this.”<br />“Cool!  I think a Planet Blue group is a positive move for Annual Enrollment and designates a place to get information, Q&A, etc.  for Annual Enrollment this year and future years.”<br />
    68. 68. 40<br />Social Media A-ha’s<br />Dialogue is content<br />Break the rules<br />Word of mouth<br />Employees respond to various methods of communicating – continue using multiple channels<br />
    69. 69. Michelle James, MBA<br />Intel Corporation<br />Health Communication Manager<br />Email: michelle.james@intel.com<br />Phone: (505) 893-5606<br />Twitter: @michellewjames<br />41<br />

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