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2016 tampabaywc communicatewell


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Wellness Council of Tampa Bay Presentation

Published in: Health & Medicine
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2016 tampabaywc communicatewell

  1. 1. Communicate Well Amy Cohen Inspired Perspectives LLC It’s Not Just What You Say, It’s How You Say It!
  2. 2. Objectives • Plan communication strategies that help decision making, resiliency, stress management and relationship skills for employees. • How to deliver clear and concise messaging with emotional relevancy. • Create communications as a means to increase life satisfaction which leads to healthier decisions as a priority. • Identify how and where key messages get lost. • Share practical examples.
  3. 3. Information vs. Inspiration • Help raise awareness of heath risks and solutions. • Provide the motivation and skills needed to reduce these risks. • Affect or reinforce attitudes in shaping corporate culture. • Generate interest so employees take action. • Connect employees directly to the resources that are available to them.
  4. 4. Planning Communications for a Wellness Initiative  Dates, locations  Is there an incentive?  Brand guidelines  Who is eligible?  Benefits of the event  Description  Relevance (meaningful)?  Emotional appeal?  How is the message presented?  Context?
  5. 5. What Does Your Wellness Program Say to Employees? All about incentives? For employee’s happy life?All about HC costs?
  6. 6. Context “Are you calling me FAT?” “Support available when I need it”
  7. 7. Logo Examples-Meaningful?
  8. 8. Program Logo/Brand Benefits to program and increases engagement • Shows importance • Easily recognized • Part of culture shows here to stay
  9. 9. Information 53% More Awareness Example: Popcorn (Irrational Eating Behavior) Study People eat more from a bigger container. Easier to make people aware of, or even change sizes of containers than to convince people to think differently about eating.
  10. 10. Now that you know? Will it change your actions? Rational Side vs. Emotional Side Shape the heart and the mind
  11. 11. EMOTION- heart • The heart’s will is stronger than the brain. • The heart isn’t always the bad guy. (Love, compassion, sympathy, loyalty) • The heart is behind the energy and drive. MIND- will • Willpower and self-control. • Don’t think of a pink elephant. • Mental muscles needed to inhibit impulses are exhausted. • Change is hard because people are worn out.
  12. 12. Compassion
  13. 13. Fr ee H ea lt h Ev a lu a t ion s for d ep en d a n t sp ou ses cov er ed u n d er y ou r Cr ow ley H ea lt h Pla n . w w w .m y in t er a ct iv eh ea lt h .com or ca ll 1-80 0 -840 -610 0 B eca u se y ou lov e t h em . . . Love with Action Steps
  14. 14. Article with Emotional Appeal
  15. 15. Timing • Benefit Summary – New plan options – HMO vs. PPO, – High deductible, dependents • Wellness incentive program – How to earn points – Websites to visit – Usernames and passwords – Ways to track Not just WHAT the message is, but also WHEN! Is Open Enrollment a Good Time to Launch a Wellness Program?
  16. 16. Non-Verbal Communication
  17. 17. Relevance
  18. 18. Posted on Monday, by Wednesday, the server crashed with 30,000 views, the zombie warning has seen triple the traffic a CDC preparedness warning typically gets over a 10-day span. -Dave Daigle, head of communications for the CDC's preparedness department Began as a tongue in cheek campaign has become a very effective platform reaching a wide variety of audiences.
  19. 19. Concise *The average attention span for the notoriously ill-focused goldfish is nine seconds, but according to a new study from Microsoft Corp., people now generally lose concentration after eight seconds, highlighting the affects of an increasingly digitalized lifestyle on the brain. - Time Magazine Species Average Attention Span Goldfish 9 seconds People 8 seconds
  20. 20. Get Attention & Build Interest Clear & Concise Relevant
  21. 21. Features vs. Psychological Appeal?
  22. 22. What People Care About Social Dislocation Theory/ Rat Park Experiment • What do people care about? • Stress • Financial decisions • Spending time outside • Family dinner • Time management • Sleep RELEVANT Topics to Lead Happy or Connected Lives
  23. 23. The Marketers Already Know This WHY ARE WE STILL TRYING TO SELL BETTER HEALTH?
  24. 24. Communications to Create Buy-In Which product sales INCREASE in a poor economy? As the economy goes down, drinking goes up.
  25. 25. Topics that increase life satisfaction • Inspire to Move – Encourages movement and physical activity. • Nourishing You – Promoting healthy foods for body and mind. • Health Harmony – Work/life balance, stress and emotional well- being, self-care and various health topics. • Good Decisions – Decision guidance for areas such as financial, medical or any life-changing choices.
  26. 26. Statistics Get Lost Statistics are good credibility, but lack human context.
  27. 27. Technology isn’t as important as
  28. 28. Integrate to Avoid Overload • Who is sending what and how often?  Vendors (Wellness, EAP, Carrier, Consultants)  Internal (HR/Benefits, Wellness Team) • Frequency?  Weekly- Tips,  Monthly-Newsletters, Posters, Videos  Quarterly-Flyers, Presentations/Webinars/Workshops  Annually-Calendars, Self-Care
  29. 29. Strategy • Frequency • Budget • Topics • Media
  30. 30. Resources Integrated
  31. 31. Cost Effective Marketing Tool Wall Calendars. Keep top of mind for the next 12 months: • Your program • Emotional reminders • Resources
  32. 32. Drive to Online Resources • Less than 1% of employees visit health plan wellness sites. * Dr. Bruce Sherman • Direct to the resources you want them to use.
  33. 33. Empowering and Educational • Inspiring, Engaging & Visually appealing • Decisions that effect health are emotional.
  34. 34. Thank You Amy Cohen President Inspired Perspectives LLC 904-641-1208