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

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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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 /><br />
  7. 7. These are people.<br /><br />
  8. 8. Watch the balance.<br /><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 /><br />
  14. 14. Create the fun.<br /><br />
  15. 15. Who’s in your corner?<br /><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:<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:<br />
  23. 23. Measure what matters.<br />Photo:<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:<br /> p: 215.922.2525<br /> twitter: @femelmed<br /> website:<br /> blog:<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.</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:<br />Phone: (505) 893-5606<br />Twitter: @michellewjames<br />41<br />