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2016 tampabaywc communicatewell
- 1. Communicate Well Amy Cohen Inspired Perspectives LLC It’s Not Just What You Say, It’s How You Say It!
- 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. 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. 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. What Does Your Wellness Program Say to Employees? All about incentives? For employee’s happy life?All about HC costs?
- 6. Context “Are you calling me FAT?” “Support available when I need it”
- 8. Program Logo/Brand Benefits to program and increases engagement • Shows importance • Easily recognized • Part of culture shows here to stay
- 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. Now that you know? Will it change your actions? Rational Side vs. Emotional Side Shape the heart and the mind
- 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. Compassion
- 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. Article with Emotional Appeal
- 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?
- 17. Relevance
- 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.
- 20. 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
- 21. Get Attention & Build Interest Clear & Concise Relevant
- 22. Features vs. Psychological Appeal?
- 23. 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
- 24. The Marketers Already Know This WHY ARE WE STILL TRYING TO SELL BETTER HEALTH?
- 25. Communications to Create Buy-In Which product sales INCREASE in a poor economy? As the economy goes down, drinking goes up.
- 26. 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.
- 28. Statistics Get Lost Statistics are good credibility, but lack human context.
- 29. Technology isn’t as important as
- 30. 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
- 31. Strategy • Frequency • Budget • Topics • Media
- 34. Cost Effective Marketing Tool Wall Calendars. Keep top of mind for the next 12 months: • Your program • Emotional reminders • Resources
- 35. 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.
- 36. Empowering and Educational • Inspiring, Engaging & Visually appealing • Decisions that effect health are emotional.
- 37. Thank You Amy Cohen President Inspired Perspectives LLC 904-641-1208 www.IPWellBeing.com acohen@IPWellBeing.com
Editor's Notes
- Amy- Here is what I’d like you to get out of this today.
- Amy: engage the group by asking what they worry about when planning the communications for a wellness event…… We will bring, relevancy, emotional appeal,
- Starting on the right foot.
- The brain searches for meaning and where messages aren’t totally clear, we interpret
- These are all real logos from companies. try to guess what type of company these go with……what do these tell you about the company? Culture? Message ? Relevance to mission of organization? Recognizable? On the right…recognizable.
- Moviegoers were all handed a softdrink and popcorn. Really nasty popcorn, then asked questions after the movie. Small, medium and ridiculously large popcorn containers. The people with the bigger buckets ate more. 53% more. *Researcher Brian Wansink, runs Food and Brand lab at Cornell University….Book, Mindless Eating. (Highlighted from SWITCH by Dan and Chip Heath). This is helpful information to be aware of. Also other studies done with soup bowls and some soup bowls kept refilling from the bottom and those people kept eating. Relative to how often we are have to choose size when ordering food.
- Now that you know this. How many of you will order a small next time to ensure eating less even if the larger is only a little $ more??
- Dan Health uses the analogy of the elephant and the rider. If the elephant wants to go one way and the rider another, the elephant is stronger and will always win. This is why new years resolutions fail. Why long term goals are often given up on for short term gratification. The brain is behind willpower and self-control, which is an exhaustible resource. MEDITATE TO COME BACK TO CENTER.
- Empathy Self-compassion……Often thought that if OUR behviors were directly linked to our loved ones, we might make different decisions?
- This slide speaks to the challenge of adding spouses/ dependent partners to Live Well and how we honed the message of how this introduction would be made. Use of invitation. Making participation a benefit. Encouraging families to get healthy together for the sake of the love and care they have for each other.
- How hard is it to get men to go to the doctor when they aren’t sick?
- Key Messages are Getting LOST!
- Differentiate between the Live Well Program and Incentive Program Analogy for employees to understand Making it relevant- Means something to them.
- Creating Interest
- Attention span.
- So How do you make content relevant? Let’s use Metabolic Syndrome as an Example…There has been a lot of focus lately on metabolic syndrome. Programs are stressing the importance of making people AWARE of the risk. When I first heard the term, I was embarrassed to admit, I didn’t know what the heck is was! Was this a new disease, I hadn’t heard of?…so I Googled it. There is a TON of information available from reputable sources AHA, Medline plus, National Library of Medicine, WebMD…You can even download a nice PDF hand out on the AHA site…but there is a disconnect between all the very good, reliable and free information that is being pulled and regergitated out there. …By using analogies and anecdotes we can not only make the information more understandable and relevant, we are creating some interest. People understand that STORMS cause damage and now understand and may have concern that there could be a storm brewing in their body and desire to learn more or take some preventive measures. That is when to drive them to more clinical information and tools from national providers, urge them to get an annual preventive visit with their physician or encourage them to enroll in a lifestyle change/ coaching program.
- -Isolated rat in a cage -Chooses the Drug laced water bottle -Rats with companions, cheese, tunnels, prefer the water and avoid the drugs -100% to Zero wrote The Globalization of Addiction (2008) Bruce assert that addictions come from deep imbalances in a person’s life. Narrow fixations which offer a bearable substitute to an unbalanced/ unfulfilled life. WHAT’S RELEVANT IS WHAT PEOPLE CARE ABOUT…..
- Amy: PEOPLE WANT TO BE HEALTHIER, THINNIER, FEEL YOUNGER AND MORE ENERGIZED. IT’S EVIDENT. YOU DON’T HAVE TO CONVINCE THEM TO WANT BETTER HEALTH. COMMUNICATING ON AN EMOTIONAL AND GIVING PEOPLE IDEAS AND WAYS TO MANAGE THE HURDLES IN THEIR LIVES WILL HELP TO LEAD TO A MORE FULFILLING LIFE SO THEY MAKE THE HEALTHIER CHOICE. Common theme is NOT it tastes good, it’s FEEL GOOD, Make’s life better, selling HAPPINESS AND FUN!...So as we plan out communications, for wellness we have to focus NOT on WHAT IS HEALTHY or GOOD FOR US, but what employees really want and desire, which is to feel good, secure, fulfilled.
- Ask the audience this question. THE POINT IS TO SUPPORT THE PREVIOUS SLIDE. And to show that when attempting to engage people, we have to tap into these emotions and these needs that yearn for life satisfaction.
- People get so excited about technology as a means to push messages. Alerts, badges, pushes, pokes, texts, filtering to individuals to specific risks. You don’t need to filter content by risk for it to be Relevant. Some things are universals. Incorporate different dimensions of the program Promote, engage in quarterly challenges, weekly themed emails with tips and raffle prizes Striking emotion and make it eye catching - more exciting/inviting to attend a presentation
- How many of you have a communication plan for the year? For the quarter?
- Who has a version of the plan distributed to employees? Importance for internally planning, but also for employees to set expectation