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

You. We. Simplicity.

But first.

If we are asking employees to be partners, we must treat them as such.

These are employees.
http://flickr.com/photos/leia/414244088

These are people.
http://flickr.com/photos/labor2008/2761292104/in/set-72157606710482980

Watch the balance.
http://flickr.com/photos/ailie/3044966705

Company
Family
Leaders
Me
Medical providers
Community
Coworkers
Insurance
The health ecosystem.

Employee + 1Employee + 2

We need to experiment with how we deliver information and to begin with those who are excited about trying new things.

Facilitate the connections.
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Create the fun.
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Who’s in your corner?
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Simplicity.

Inundating people with mind-boggling data shuts down their ability to think.

Integration+Personalization+Technology

Don’t be Sisyphus.
Photo: http://flickr.com/photos/pasukaru76/4307189567

It’s critical to first consider what health challenges people face, what decisions people need to make, and
how they make them before developing information to assist.

Recognize stages of change.

Understand the legislation.
Photo: http://flickr.com/photos/gi/168406150

Measure what matters.
Photo: http://flickr.com/photos/spacesuitcatalyst/536389937

From 4% to 7.5% HDHP enrollment
92% have the knowledge to discuss treatments with providers
20% reduction in junk food
60 TONS of weight lost
16K idea groups
47% dropped one risk level
ROI from the trenches

$3.27:$1.00-medical costs
$2.73: $1.00-absenteeism
8X more likely to be engaged
1.8 fewer days absent
11% higher revenue per employee
28% higher shareholder returns
ROI from the research

fran melmed
context communication consulting
e: fran@contextcommunication.com
p: 215.922.2525
twitter: @femelmed
website: contextcommunication.com
blog: freerangecomm.com

CoHealth
@co_health
Monthly twitter chats, every third Wednesday from noon to 1 pm EST
cohealth.ning.com

We are just starting.

Employee Engagement
Michelle James, MBA
Health Communication Manager
Employee Communications

30
Intel: Over 40 Years of Experience
Founded 1968; World’s leading Silicon innovator
Approximately 79,000 employees worldwide (43,000 U.S. employees)
300 facilities in 50 countries
$35.1 billion in revenues (2009)
9th most recognized brand worldwide (Business Week, Interbrand, 2009)
10th year Dow Jones Sustainability Index Technology Sector Leader
13th ”Best Corporate Citizen” 2009 (CRO, formerly Business Ethics Magazine – Intel one of only three companies to make the list all 10 years)
2010 Fortune 100 Best Companies to Work For & World’s Best Companies for Leaders
*Other names and brands may be claimed as the property of others

Long Term Cost Containment
GeneralWellnessandEmployeeEngagement
CoreHealthCarefor All
Acute andChronicConditionManagement
BestPurchasingPractices
Communications
Create a Culture of Health & Wellness
Building a Global Culture of Health and Wellness
Health Plans
Designed to engage employees as consumers
Wellness
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
31

Evolution of Engagement
2007
2008
2009
2002 - 2006
Strategy focus: Provide employees choice and flexibility
No consumer driven migration strategy
Communicate at Annual Enrollment only
2012 Health care cost trend projected to hit $1B spend
Strategy focus: Lower long-term health care cost spend
Company environment drives new focus on cost
Roll-out Wellness programs
Year round communication strategy
Strategy Focus:Engage Employee
Tie health benefits and wellness programs together
Health is your greatest asset
Social media
Strategy Focus: Remove barriers
Bust myths on quality and coverage
Simplify and personalize messages
Leverage suppliers
58%
48%
28%
Consumer Plan Enrollment
7%
Wellness program participation
50%
35%
34%
32

Communication Objectives
What we want to accomplish:
Build trust with employees that Intel provides comprehensive health care benefits and confidential onsite health care and wellness services
Deliver simple and action oriented messages
Drive awareness of employees’ responsibility to understand and manager their health, and make informed health care choices
Drive usage of tools and resources that are available to help employees
Inspire and motivate employees to take action toward achieving their best possible health and quality of life

34
Communication Strategies
How we will accomplish our goals
Use a variety of high and low-touch channels to reach and engage employees
Use frequent and ongoing communications to strengthen employee participation and engagement in health benefits and wellness programs
Simplify the messages
Humanize the programs by personalizing communications and putting a face to the programs
Utilize supplier communications and channels
Gain support from audiences with significant influence (managers, family, peers)
Engage senior leaders as role models and advocates

Social Media Objectives
Forum for employees to come together discuss Annual Enrollment, Health Benefits, and Wellness
Allow employees to gather “real” perspectives from their peers
Share personal experience
Share Best Know Methods
Have most of the blogs and discussions happening in this forum
Employees begin and continue discussions
Support business objectives
35

Social Media Strategies
How we engaged employees
Special invite/meetings with advocates (Super Users)
invite to host discussion or blog
Super users encouraged to invite peers who they think may be interested in participating
Planet Blue group kick off with the start of Annual Enrollment Communications
Embed an invite to join group in existing communications
Front page intranet story highlighting the group and discussions
36

Planet Blue Features
Blog
Guest “real” employee Blogs
HR employees
Files
Pictures
Videos
Reference materials and more detailed documents
Discussions
Open Dialogue (anyone can start or contribute)
Polls
Links to additional reference material (including outside of Intel)
37

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Usage
23,012 views vs. 28,345 intranet page
97 discussions

What employees had to say. . .
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“The personal stories of people and the plans they’ve chosen is really wonderful approach – very creative and very welcoming.”
“Most successful Planet Blue group seen yet”
“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.”
“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.”

40
Social Media A-ha’s
Dialogue is content
Break the rules
Word of mouth
Employees respond to various methods of communicating – continue using multiple channels

Michelle James, MBA
Intel Corporation
Health Communication Manager
Email: michelle.james@intel.com
Phone: (505) 893-5606
Twitter: @michellewjames
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You, We and Simplicity: Three Themes for Successful Health Communications

by Psychologically Healthy Workplace Program on Mar 17, 2010

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