Communicating a Culture of Health · Hint. Positioning health as a “Grim Reaper” ......

© 2011 George Pfeiffer

Communicating a Culture of Health

Leveraging Communications to Optimize Employee Engagement

George J. Pfeiffer, President, The WorkCare Group, Inc. [email protected]


What are going to cover?

 Getting grounded  Promoting and developing a brand identity  Promoting to management   Leveraging employee networks  Programming is communicating  Future trends


Getting Grounded

  We conduct an annual communications audit to assess our organization’s formal and informal communications channels and ratings of current communications.

  Our health promotion/well-being communications are aligned with our organization’s business and health management/well-being goals and objectives.

  Based on our organization’s communications channels we have implemented a communications plan that leverages identified channels in order to optimize employee outreach, education, and engagement.

  Our health promotion/well-being program has a unique brand and identity (e.g., logo, slogan, mascot, spokesperson) that is used across all media and promotions.

Source: HealthLead™ Workplace Accreditation Program, US Healthiest, 2010


Getting Grounded

  Our communications are aligned with the preferred “learning styles” of our population and are sensitive to the health literacy of our target audience(s).

  We have a dedicated health Web site or access through a third-party vendor (e.g., health plan) that addresses our organization’s health needs and interests and promotes internal and external health resources.

  To promote transparency, our organization prepares and distributes an annual “state of health report” to our work force.

  We cross-promote the value of our health promotion/well-being programs in our other company communications (e.g., employee newsletter, corporate responsibility reports, annual reports, news releases).

Source: HealthLead™ Workplace Accreditation Program, US Healthiest, 2010


Getting Grounded: Intent of Communications

 Awareness  Knowledge  Skills  Motivation/Engagement  Reinforce/Support Behavior


Overcoming Barriers to Engagement


Your Target Audience?


First Steps: Identifying Your Channels

 What are the formal and informal communication channels within your organization?   Periodic sample audits   Panels

 Preferred communication channels?  Key “influencers”?  Brand awareness?  Value of initiatives?  Influence?  Engagement?


First Steps: Massaging Attitudes

 Communications first and ongoing role is to create an attitudinal shift of the end user to be open to considering “health.”   Inform/decide   Be open to options   Weigh the relative value of each option   Weigh the investment


The Bottom Line?

P.R.O.I.


Personal Return on Investment

 Will my investment (e.g., money, time, effort, sacrifice) within this activity or activities, provide me with greater value as compared to the status quo?

Bottom line? Promotional/marketing campaigns need to position the “product/service” within

the context of PROI.

Hint. Positioning health as a “Grim Reaper” strategy is short sighted and doesn’t work.



 Marketing programs need to address quality of life issues/benefits.

Hint: The more you can promote the tangible benefits of a health action/commitment the better the chances of engagement.

Conundrum: Incentives are becoming the “buy in” promotional strategy to drive participation. When will people become engaged without the monetary carrot?



Conundrum: The realities of employee health requires organizations to focus on managing health risks and chronic conditions in order to address total costs.

Hint. Organizations need not only to question the cost-effectiveness of their health management

initiatives, but also ask themselves:

“How life effective are our programs?” You are selling well-being!


Communication Models/Platforms

Do you mix it up?


Virtual Communication Model

 Providing health information and support through electronic and telephonic networks.

  Issues:   The “Program” is the screen   Computer literacy   “On the clock” anti-access policies   Competition between other health sites   Branding   Doesn’t necessarily create and communicates a

“Culture of Health”


Virtual Communication Model

 Providing health information and support through electronic and telephonic networks.

 Advantages:   Impact dispersed populations   Scalability   Distribution of content   Affordability   24/7   Power to connect populations (e.g., affinity groups)


Need to Mix Soft and Hard Communication Applications

 Soft Applications   Print   Video   Group Events   Person to Person

 Hard Applications   Internet   Telephonic   Smart Phones   E-Readers


Soft Communication Applications

  Lay leadership networks  Mentoring  Contracting health management companies/not-for-

profits  Rotating road shows: health screenings,

orientations  Point of Service—health coaching/counseling


Hard Applications

 E-health: computer, tablets, smart phones   General health information   Health risk assessment   Risk Intervention/Tailored content   Medical consumerism/Information therapy   Social marketing (e.g., Facebook, Twitter.

YouTube)


Hard Applications

 Social Marketing Platforms:   Affinity Group Supports   Risk Intervention/Tailored Content   Medical Consumerism/Patient Advocacy


Hard Applications

 Telephonic: information and support systems   General health information/audio health libraries   Nurse lines   Health risk assessment/keypad   Health coaching   Disease management   Case management


Hard Applications

 Video: information and support systems   General/specific promotions   Testimonials   “How to” tutorials   Management visibility   Staff promotion


Building an Image/Theme

The Value of Branding Your Program


You Are Selling a Product!

 Need to have brand identity.   What does the brand represent?   What does it make me feel?   Does it represent value to me?

 The brand helps create and reinforce the culture.  The brand helps “massage” the attitudes of your

target market/audience.


Building an Image/Theme


Marketing Programs: Pitching the Product

It is helpful to align your organization’s culture and the nature of your business when developing key messages.

•  Sales •  Service •  Manufacturing •  Hospitality •  Financial •  Healthcare


Marketing Image Campaign


Promoting/Communicating to Management

The Value of Keeping Your Management Informed


Promoting/Communicating to Management

 Often CEOs Not Aware of Business Case   Continual rises in health care costs can be

reduced through health management initiatives   Employee health should be seen as an

investment to be maximized rather than a cost to be minimized   Employee Performance Business

Performance


Leading by Example

 Highlights the direct & indirect costs of poor health

 Convince CEOs of the business case for investing in worksite health through a peer-level initiative

 Transform the American healthcare system to emphasize prevention rather than treatment through CEO influence

www.prevent.org/LBE


The Dow Chemical Company

  Company health strategy   Preventive emphasis in benefit plan   Relevant workplace health policy   Over 85% of North American

employees voluntarily participate in one or more health services each year

“In 2004, we launched a simple yet dynamic Health Strategy that took our business case for health investment to the next level. This strategy is sharply focused on improving Dow’s financial position by promoting better health, and features tough goals and clear metrics to ensure forward progress. Our top two priorities are prevention and quality and effectiveness of health care.”

-- Andrew N. Liveris, Chairman and CEO


Providing Research/Rationale

Providing management with relevant publications, research, and press clippings that reinforce the business case for employee health promotion. •  Guest talks “Executive Summits” •  Executive programming •  Middle management orientations


Providing Research/Rationale

Providing resources that are built on corporate case studies. o  Monographs o  Journals (e.g., HBR) o  Magazines/Papers


Management Support

 Management Dashboard   Provide the C-Suite with a standard “dashboard”

that presents key health measures and economic indexes.

  Aligns employee health to the organization’s business goals.

 Health Report Card   Provides a means of being transparent through

an annual report—to employees, but also to management (all levels).

  Can be used to assess manager’s support of programs/goals.


The Power of Groups

Leveraging Social Networks


Groups Can Be Powerful



 Creating lay leadership networks   Employee volunteers   Act as “marketers”   Very effective in dispersed locations   Usually integrated with local wellness

committees   Leverages local communication channels and

organizational sub-cultures   “Mother Ship” provides ongoing information and

support to promote, introduce, implement core programs.



 Creating lay leadership networks   Leverages local communication channels and

organizational sub-cultures   “Mother Ship” provides ongoing information and

support to promote, introduce, implement core programs.

  Identifying/recruiting “Key Influenzers”



 Virtual Affinity/Support Groups   Web-based health affinity groups   Electronic bulletin boards   Health interest groups (e.g., running, cycling,)   Social media   Electronic lunch and learns (Webinars)


Promotional Boards/Recognition


Moving individuals and groups

Programming is Communicating!


Tips for Communications/Campaigns

 Develop a slogan/logo  Consider a mascot  Understand your demographics  Understand and leverage formal and informal

communication channels  Develop content that addresses your

demographics, learning styles, and literacy level(s) (grade 7-8)



 Have an integrated look—your communications need to represent a seamless system—especially when you have multiple vendors

 Mix print and electronic media—there needs to be a tangibility to your program.

 Get into the home!  Consider contests that encourage your employees

to actually read/use content. Quizzes linked to prize drawings.



o  Use your people! o  Share their stories o  Use your management! o  Recognize your stars! o  Expand your brand! o  No not ignore “word of mouth” o  Have special events! o  Be transparent


Getting Grounded: Intent of Communications

 Awareness  Knowledge  Skills  Motivation/Engagement  Reinforce/Support Behavior


Integrating Communications to Goals

 Awareness/Promotion   Articles   Brochures   HRA   Magazines/Journals   Videos   Newsletters   Postcards   Posters   Email   Social networks (e.g., Facebook, Linkedin,

Twitter)



 Knowledge   Advice lines   Articles   Brochures   DVDs/CD-Rom   Internet   Group education   Coaching   Monographs   Newsletters   Support Groups   Webinars



 Skills   Articles   Brochures   Booklets   DVDs/CD-Rom   Internet   Incentives   Group education   Coaching (person to person, telephonic, web)   Monographs   Newsletters   Support Groups   Webinars



 Motivate   Audiotapes   DVDs/CD-Rom   Internet   Incentives   Group education   Coaching (person to person, telephonic, web)   Monographs   Newsletters   Support Groups   Social Marketing



 Reinforce/Support   HRA   DVDs/CD-Rom   Internet   Incentives   Group education   Follow-up Coaching   Newsletters   Posters   Support Groups   Social Marketing


Future/Emerging Trends

  Tailored messaging will continue to evolve as technology platforms (e.g., internet, smart phones, e-readers) evolve.

  Social marketing platforms will continue to provide individuals and affinity groups with information and support services that will help promote initiatives (create the buzz) and help people stay motivated and engaged.

  Bio-technologies shall provide individuals with real time feedback (remote monitoring) for specific biomarkers that will provide consumers with greater intervention opportunities and tailored messaging.

  Virtual worlds (e.g., Second Life) shall provide new ways to convey health information and help engage individuals in positive health practices.



 Virtual worlds (e.g., Second Life) shall provide new ways to convey health information and help engage individuals in positive health practices.

 Affinity social networks will form groups of “collective intelligence” that will help guide “members” in navigating the healthcare system and create new options in informed medical decision-making.



 User-generated media will proliferate as the “collective intelligence” of social networks grow.

 Personal health information ecology—integration of various data points that provide feedback from a holistic perspective—genetic, behavioral, social, environmental, and emotional.

Source: Global Health Economy. Map of the Decade 2006-2016. Institute for the Future


Summary

 Communicate up and down the organization  Avoid relying on one set of media  Address the learning style and health literacy of

your population(s)  Balance high tech with high touch  Create and nurture your brand  Tell your story  Share other stories

Communicating a Culture of Health · Hint. Positioning health as a “Grim Reaper” ......

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