Dynamic wellness marketing + roi

©2008 DW GROUP, LLC

The Dynamic Wellness Difference

Presentation for:

© DW GROUP, LLC 2008

Why Wellness?

"We are living in a world today where "We are living in a world today where lemonade is made from artificial lemonade is made from artificial flavors and furniture polish is made flavors and furniture polish is made from real lemons."from real lemons." --Alfred E. Newman Alfred E. Newman


Why Wellness?

More than 60 % of U.S. adults don't exercise regularly

25 % aren't active at all

®

Choices……


“BE AFRAID. BE VERY AFRAID!”

Why Wellness?

Hardee’s serves up 1,420-calorie burger!

BURGER vs MEGABURGER!


We could eliminate 80% of HEART DISEASE and 70% of CANCER by:

• Not smoking

• Exercising

• Eating a “Healthy Diet”

Source: Walter Willett, MD. Eat, Drink and Be Healthy,

2001

Most Disease is Preventable

Research Says:

© DW GROUP, LLC 2008 6

Determinants of Health Status

Consumer Lifestyles Drive Health Status

10%

20% 20%

50%

Source: Institution for the (IFTF), Center for Disease Control and Prevention


Between 1987 and 2002:• Total health care cost rose by nearly 60%• Costs associated with preventable conditions doubled

Source: Health Affairs, 2005

Increase in Cost for Preventable Conditions (inflation adjusted)


Keeping Healthy People Healthy

Sources: Edington, D, Emerging research — a view from one research center, American Journal of Health Promotion, 2001, volume 15:5, page 346.

Research is confirming that the best opportunity for employers to see cost impact is in keeping low-risk employees from moving into higher-risk categories.

9

$7,663

$4,727

$2,662

ABC Company 2006 Claim Cost by Health Risk Category

Annual average per employee cost - $3,788

Health Status Drives Employee Claim Cost


The New Health Promotion Paradigm

Why Wellness?

STRESS!


The Case for Prevention

“Smart business leaders increasingly are finding that it is the right decision to promote health education, physical activity and preventive benefits in the workplace."

-Tommy G. Thompson, Secretary of Health and Human Services

Sources: National Business Group on Health Survey, PwC Health Research Institute 2006

Why Wellness?

0 10 20 30 40 50 60 70

Percent of Companies Offering

HRAs

Smoking cessation

On-site workout facilities

Diet Groups

Cafeteria healthy food options

Subsidized Gym membership

Other*

Diet Counseling

Exercise breaks

Pro

gra

m T

ypes

Popular Wellness Programs Offeredby 365 U.S. Companies Surveyed**

**Source: ERISA Industry Committee (ERIC) & Deloitte Wellness Survey 2005

* "Other" includes free flu shots, wellness web sites, on-site massage, etc.

®


Keeping Healthy People Healthy

Some of the best investments include programs with appeal to low-risk employees: Health Risk Assessment and screenings Health educational programs Contests Online and print education materials, newsletters, etc. Offering incentives to employees who maintain low-risk

status

Sources: Edington, D, Emerging research — a view from one research center, American Journal of Health Promotion, 2001, volume 15:5, page 346.

Research is confirming that the best opportunity for employers to see cost impact is in keeping low-risk employees from moving into higher-risk categories.


The New Health Promotion Paradigm

HRA Biometrics Personal Employee

Report Aggregate Reports Periodic

Reassessments

Assessment

CommunicationsMaintain Interest and

ParticipationTargeted email

messagesSocial Support / BuzzNews and Tips

Intervention Lifestyle Assessments & Goal Setting Guided Personalized Learning Risk reduction / Behavior Change Education Fun, Engaging e-

learning modules

Positive Reinforcement

Reward health improvement and behavior change Link individual health status to health plan costs


Best Practices of Healthiest Companies

Components of an Effective

Wellness Program

Sources include: Wellness Councils of America, the World Economic Forum's Working Toward Wellness report, the National Business Group for Health, the ERISA Industry Committee (ERIC) and Deloitte Wellness Program Survey, and other studies.

Senior Management

Support

Wellness Operating Plan

Organize “Well-Evangelists”

Appropriate Interventions for

Population / Content

Supportive Environment


Best Practice #1: Collect Data

Also look at Demographics, Claims, Environment and Productivity Data


We have inspired major employers


What Makes a Wellness Program What Makes a Wellness Program Successful?Successful?What Makes a Wellness Program What Makes a Wellness Program Successful?Successful?

HRA and Screening data -- Employee Health Status

Lifestyle and Health Knowledge survey Often surprising lack of

understanding of nutritional and exercise recommendations, healthy blood pressure and cholesterol levels, etc.

Employee Interest and/or Satisfaction data (Pulse Survey)

Also look at Demographic, Claims, Environment, and Productivity data

Examples:Allstate:Employee "Pulse" Survey to

measure ttitudes, satisfaction, morale, etc.

Desire for wellness programs Stress at top of list of concerns

International:High participation in annual HRA:

Design programs tailored to meet the needs of the population at each location

Collect Data


Dynamic Wellness Stress-Busting Program

Developed at Request of Client Who Did an Employee Survey and

Found that STRESS was Top Employee Concern!

Survey committee took action:

Contacted us -- we worked with them to develop a stress program and communication materials


• Help raise awareness of our stress responses

• Introduce employees to proven stress-busting tools

• Give participants a chance to find the stress tools that work for them personally

• Help co-workers have some fun!

A 10-Week Email-based Program designed to:

Dynamic Wellness Stress-Busting Program


Best Practice #2: Senior Management Support

Find a Champion who can:


Senior Management Support at DISCOVER


Discover Card Convert!

Doesn’t Doesn’t anyone want a anyone want a chocolate chip chocolate chip

cookie?cookie?- Chief Financial - Chief Financial OfficerOfficer

Doesn’t Doesn’t anyone want a anyone want a chocolate chip chocolate chip

cookie?cookie?- Chief Financial - Chief Financial OfficerOfficer

“Dynamic Wellness immediately and significantly impacted our group. Our initial skepticism was quickly replaced by appreciation and enthusiasm. If I had to rate the session from 1 to 10, I would certainly rate it a 10!”- Finance Director


Collect data and involve participants


Effectively addressing health risks dramatically lowers costs

After Two to Three years

Estimated ROI of almost 6 to 1

Emerging research shows. . .


Dynamic Wellness inspires change and results


Dynamic Wellness Clients


We blend science and practice


Deliver a Clear, Consistent Health Promotion Message Not just WHAT, but WHY!

Make Health Cool!

Customization and Interactivity

• EntertainiEntertainingng

• Practical Practical

• FUN!FUN!


Employees can be inspired to change!

Keys to participation:• Buy-in from leadership• Easy access• Engaging content and presentation• Incentives

Education topics drive healthy lifestyles and reduce health risks:• Nutrition• Fitness• Stress Management• Weight Management• Heart Health

− Reducing BP− Reducing Cholesterol− Reducing Inflammation• Preventing / Managing

Diabetes

Steps to wellness inspiration:• Understand the right behavior and WHY• Understand the consequences for inaction• Take one, easy step at a time


BEHAVIOR CHANGE THROUGH KNOWLEDGE

The Dynamic Wellness Approach


How Much Exercise?????

The American College on Exercise had recommended:

-45-60 minutes of Cardiovascular exercise most days

-3 days of Strength Training a week . . .

-Regular Stretching (Yoga,Tai Chi etc)

Puhleeeeeeeze!!


®Myths and Facts

MYTH

We need to exercise 45-60 minutes per day for health


Good News:Any Exercise Improves Health!

You can achieve health benefits with moderate exercise.

The “How"

Studies show that three 10-minute “chunks” of moderately strenuous exercise each day can be as beneficial to health as 30-minute continuous workouts..

®


The "Why"

If You Walk . . .• at a 15-minute mile pace • for 30 minutes, 3 times a week . . .

Studies indicate: You can reduce the risk of death from heart attacks, cancer, strokes and diabetes by 58%.

That translates to a six-year increase in

longevity!” - Dr. Kenneth Cooper, Cooper Institute

The Power of Walking!


The "How"

"Instructor William Baird leads employees in no-sweat workouts during their lunch break."

DYNAMIC WELLNESS "NO EXCUSES" WORKOUT


Dynamic Wellness BEVERAGE OF CHOICE!

WATER

The "What"


WHY YOUR BODY NEEDS WATER

Helps keep kidneys functioning properly

Eliminates waste (Like a shower for your cells)

Regulates body temperature

Carries nutrients and oxygen to all cells

Cushions joints

Helps with weight loss

Gives body cells shape, form and elasticity

And . . . And . . . Helps Prevent Heart Disease!! Helps Prevent Heart Disease!! And . . . And . . . Helps Prevent Heart Disease!! Helps Prevent Heart Disease!!

The "Why"


Women / Men who had a high daily intake of water (5+ glasses) had 41% / 51% fewer heart attacks as those who had low intakes (<2 glasses).

With those who drank other fluids (coffee, soda pop, etc.), they found no protective effects of higher fluid intake.

In fact, those who had the highest fluid intake from other beverages (in place of water) had higher mortality rates, especially in women. - Source: American Journal of Epidemiology

155 (9):827-33, Jan. 2002

Adventist Health Study, 6 years, 8280 men and 12017 Adventist Health Study, 6 years, 8280 men and 12017

women:women:

WATER AND HEART DISEASE WATER AND HEART DISEASE STUDYSTUDY

The "Why"


p

p

p

p

Typical Wellness Tools and Resources

What Doesn't Work?

Lack of Interest• Participants don’t think to visit

for health information unless they are sick

Too Much • content jumbled, overwhelming,

difficult to navigate

Low Participation• no way to know if people are

visiting the websites


Typical Online Tools and Resources

No progressive learning structure

No focus

No consistent editorial voice

Self-serve -Requires self-motivation


The Dynamic Wellness Approach

Entertaining and motivating wellness learning programs

Comprehensive, timely and topical content

Helps individuals make incremental yet sustainable lifestyle changes

Complements existing programs or provides customized solutions


Dynamic Wellness Programs

Give people a place to start-- “Strategic Game Plans”

Gather knowledge that they “own”

Small positive choices introduced gradually are the ones that stick and result in behavior change

101 Wellness tips usually=zero actual changes

Choices have to make sense and fit it existing lifestyles

“10 minute chunks of exercise” “No Excuses” workoutTrans fats loopholeGood fats vs. Bad fats

Eat Better?

How?

Exercise?Which kind?How much?

All Fat is Bad?Some fats are

good??

Supplements?

Free Radicals vs.

Antioxidants


Dynamic Wellness Challenge™


Challenge Examples

“Train like a Triathlete” Week

“Nothing but Tofu” Week

“Climb a building” Week

Just Kidding!


Partnering with Employees to Change

The Dynamic Wellness Challenge™

3-month, 6-month, 1-year programs

Focuses on four areas for behavior change

Participant given a new topic every two weeks

Participant “encouraged” to incorporate topic into their lifestyle


Dynamic Multimedia Engages and Inspires

Thorough yet concise

Not only concepts (Omega-3s), but

Tips for incorporating into your life (salmon recipe)

Great for sticking to refrigerator as reminder

Demonstrates exercises, cooking, etc. through compelling videos

Substantive yet concise segments last around 5 minutes each

Guest experts: nutritionists, doctors, trainers, etc.

Uses latest technology to promote hands-on learning through interaction

Participants click their way through e-learning module at their own pace


Customized Reporting Periodically delivered or

"self-serve" through client administrative tools

Tracking the Dynamic Wellness Challenge

On-Line Point Tracking Easy Cumulative


Dynamic Wellness Challenge drives results

Results are taken from a major, global restaurant chain whose employees participated in the Dynamic Wellness Challenge™.


The Complete Health Package Video Program


Program Overview

Topic based program focusing on key Health Risk factors

• Each month is themed around one topic of Complete Health e.g., Keys to Heart Health, Functional Fitness, Healthy Weight management

• Each week participants receive an emailed link to a video covering one issue within each topic

− DW Experts discuss latest research and knowledge on the subject

− Provide targeted tips and suggestions

• Supporting materials provide additional information and practical tips

The Complete Health Package Video ProgramThe Complete Health Package Video Program


Monthly Program Topics

Anti-oxidants & Free Radicals

Packing off the Pounds

Keys to Heart Health

Functional Fitness

Cleansing & Detoxifying

Aging – Facts & Fiction

Easing Neck & Back Pain

Dodging Diabetes – or Living Well With

Cancer Prevention

Keeping Joints Healthy

Osteoporosis Prevention

Alternative Medicine Update

The Complete Health Package Video ProgramThe Complete Health Package Video Program


“Very practical solutions”

“Nutrition information – particularly list of Super Foods”

“Free radicals and antioxidants”

“Make small lifestyle choices”

“How to get results from strength training exercises”

"I never heard or understood about hunger cycles. I hope this will help me make better choices painlessly by understanding why I am hungry.”

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In Conclusion . . .

Dynamic wellness marketing + roi

Healthcare

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