This presentation was given at a workshop for HR and benefits leaders at Castlight Health's 2015 Enterprise Healthcare Summit.
Title:
The Secret to Turning Employees into Engaged Healthcare Consumers
Speakers:
- Scott Matthews, Vice President, User Engagement & Growth, Castlight Health
4. you expect employees to
behave like healthcare
consumers, you have to
communicate to them like
consumers.
if
5.
6.
7. 2015
DENTAL PLAN
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Preventive
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Preventive Care (cleanings)
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Major Care (crowns, dentures)
Orthodontia
100%
90%
60%
50%
100%
80%
50%
50%
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Network
DentalGuard Preferred
Employee Contribution per Pay Period:
Employee Only
$0
Employee + Spouse/DP
$10.85
Employee + Child(ren)
$17.68
Employee + Family
$28.58
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y Team.
Em p l o y e e Be n e f i t s Ov e r v i e w
Please Note:
You will not receive
Dental or Vision
cards.
Simply provide your
doctor/provider the
Group number and
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17. 17Confidential
Who cares?
It’s not my money
More expensive
doesn’t mean better
I know how to
talk to my
doctor about
my options
Prices can
vary a lot
ER for
emergencies
only
Health Care
Consumerism
“Black Belt”
I shop for
labs and
imaging
23. “I encourage
everyone eligible
to use Castlight”
“I look forward to
hearing many stories
of how you have
used Castlight to take
control of your
healthcare”
The User Growth team is Castlight’s in house employee marketing agency. We work with employers, from every industry, with every imaginable engagement challenge, to help employees become engaged healthcare consumers. Here you see about half of our team members back in San Francisco.
Our point of view, is that if you expect employees to behave like healthcare consumers, you have to communicate to them like consumers. We have built our team with deep consumer marketing roots,, and bring the best techniques from consumer marketing to benefits communications.
As you all know, employee engagement is really challenging.
Now hopefully this is an extreme example,
He works hard. He does a great job.. But he’s on the road most of the time. He’s very hard for benefits communicators to reach.
We heard this morning that EAP’s typically get less than 5% engagement. Its disappointing to launch a new program and not get results. This is why we are committed to helping employers take a new approach that will get results better than anything seen in the past.
Engagement is very challenging for two reasons:
First, when it comes to benefits communications, many of us do this:
Does this look familiar? This is Castlight’s actual employee benefits overview. If I read the fine print carefully here, it looks like we cover braces at 50%.
However, these communications are competing with this
Your employees live in the modern world - facing a stream of constant communications - TV, print, radio, email, facebook, youtube, twitter, snapchat, angry birds, candy crush, and so many apps applications its impossible to compete with.
In fact, today Americans get see an average of 5,000 marketing messages every day. The truth is that most of these other media outlets make their money from advertising, - that means they live and die by taking the attention of your employees, and they are very very good at it.
The second challenge we face - at any moment when you might be trying to communicate one of your benefits, the vast majority of your employees don’t need it.
Most of them probably don’t have immediate medical needs at the moment you want to communicate them. My daughter is 2, so we won’t be in the market for braces for probably 10 years! Human nature is to filter out the “noise” and focus on what immediately adds value to our lives.
If you are going to get your employees to be engaged healthcare consumers, your communications must win out. To do that, you too must think and execute like a marketer.
Many employers we work with are doing just that.
And the results can be extraordinary. We have some employers getting over 80% engagement.. These pictures are from One America. They launched Castlight in 2013 to compliment their CDHP.
They took advantage of a wide range of the tactics we will talk about today, and got incredible results.
The good news is that every single one of you can also win this marketing game, and we are here to help.
Okay, so here is the secret.. When it comes to successfully driving your employees to become engaged healthcare consumers, there are 4 critical elements of your marketing plan: the 4P’s of turning employees into engaged healthcare consumers.
Product
Priority
Place
Promotion
Lets start with Product.
The product you deliver to your employees has to be great.
When you finally do get employee’s attention the product must create immediate and obvious value for them. The tools you give them must be easy to use and modern.
The quality of the experience you provide them, is a strong signal to them about how much you want them to embrace healthcare consumerism..
In addition to decision tools, you need to provide the right education. Healthcare consumerism is a new concept for most, and transparency is far from enough. You have to take employees on the journey to becoming engaged healthcare consumers. We show here that journey, and some of the Castlight Academy video modules that help teach employees about healthcare consumerism. We will show a sample of that content a bit later.
The “product” you put in front of your employees has to create immediate and obvious value, or no amount of marketing is going to help.
So lets assess how well your company is doing on this dimension. Take out your workbook, to page 8. Assess how well your company is doing on the Product Dimension, just the first column on the far left..
Answer each question on a 0-3 point scale
0 = Definitely No, 1 = Mostly no, 2 = Mostly yes, 3 = Absolutely yes
Just raise your head when you are done.
When you are done answering the questions, add up your score along the bottom.
Product
Okay, great, now add up the total score, its on a 0 to 15 scale. And you have your score for the first P.
Let’s continue.
The second P is Priority - The companies most successful at driving healthcare consumerism do so by making it a leadership priority. This is the #1 reason we see most organizations either succeed or fail at this.
Embracing Enterprise Healthcare Management and Healthcare Consumerism is a powerful new way of operating, its the strategic key to unlocking the value of all of the other benefits programs. And leadership to drive this magnitude of change can only come from the top.
The sponsoring leader should clearly communicate the business reason for embracing healthcare consumerism, to all levels of the organization, with specific targets for success the team is held accountable for.
Leadership must support their communications teams in reaching employees many ways and many times. It has to be more than the normal mention in a newsletter, the annual enrollment guide, or the benefits portal.
Leadership has to ensure there is an explicit budget for the communications required to get the message out.
Leadership is also critical for getting support for communicating to employees within the context of normal business operations, allowing managers, take a few minutes out of the day to talk about these important benefits.
Phil Jackson, coached the Chicago Bulls and the LA Lakers to a total of 11 NBA championships by famously playing the triangle offense.
At companies with the best engagement results, leadership takes a stand and plays offense. They expect a few complaints, but know they are going to help 1000 people for every complaint they get. They overcome legal roadblocks. And they embrace change, using new and modern communications tactics.
Play offense and empower your communications team to truly drive the healthcare consumerism that your employees deserve.
Okay, once again, lets assess how will your company is doing making healthcare consumerism a priority today. Use the second column.
Answer Each question on a 4 point scale
Okay great. Now, just like before, add those up. Your total will be somewhere between 0 and 15.
Our 3rd P is Place - How you place your messages so you reach your employees and their families is critical.
You will find an overview of the most common challenges, and their solutions, on page 13 in your workbook, but let me briefly touch on the critical ones.
Here you see a photograph from one of our manufacturing customers. Employees are working on the floor all day, operating machinery, not using computers checking email.
There are several ways to overcome lack of email..
Print is the go-to for most employers in this situation. It’s necessary but it's never sufficient alone to replace corporate or personal email.
A great technique here is what we call the “ground game”, getting face to face with employees. In the lower right, you can see a snapshot from our on -site registration drive campaign at this employer. But this can be done with local managers, HR, or wellness champions.
The second big Place challenge we see is predominantly male populations. All things being equal, our research finds that females engage at a rate 14% higher than males . Make a concerted effort to communicate to spouses and domestic partners. Send a postcard we sent to homes, addressed to the spouse or domestic partner, with their own incentive
Another large Place challenge is highly distributed populations - employees in many locations, often very distant physically and often just as important, mentally, from corporate headquarters.
Kraft is a great example of this - their turkey processing plant in Newberry South Carolina, initially had high ER overutilization, and low awareness of Castlight. We worked with Kraft to dramatically turn this around.
In the case of Kraft, we went on site and ran a face to face campaign, all 3 shifts, to drive awareness of the problem of ER over Utilizaiton, and Castlight. We used print and messaging tailored explicitly for the local population. The results a dramatic increase in Castlight awareness and a 21% decrease in ER utilization.
Other great tips for remote locations - local employee testimonials and having locations compete against one another.
A final Place challenge many employers face in reaching employees is simply their level of healthcare literacy.. A great way to overcome with this challenge is with short and to the point video.. And best practices is to link to that video from an email, and make it easily accessible over mobile.
Here is a clip from of one of our Castlight Academy videos to illustrate what can work here.
Challenge #4 -
A final challenge many employers face in reaching employees is simply their level of healthcare literacy or education. A great way to overcome with this challenge is with video. If, Short, simple, and to the point - video is a great way to get your message across. And ideally you will can link to that video from an email, and make it easily accessible over mobile.
Okay, time for our assessment on Place. Same as before.
And as before, total up your scores.
The final P is Promotion - Promotion is about the actual content you will put in front of your employees to drive them to action.
Several key factors to promoting a high impact message.
#1 - Lets start with the big one - Incentives. Now according to NBGH, 79% of employers use incentives to promote their programs. Yet, we do hear on occasion a resistance to using incentives.
Our book of business research shows that incentives add 15 to 30 percentage points to of initial registration, depending on the type. That is huge! For most of your employees, health care is an infrequent activity. You have to give them a reason to care today.
You invest a lot in your communications. If you are communicating without an incentive, much of your investment and effort is going to waste, it will simply be ignored by most employees, who don’t have an immediate need.
.
You see here a wide range of incentive examples our employers have used.
One employer even let their school mascot draw the winners.
A second important signal to making a message effective is clear and direct executive leadership support.
Employees need to know, at of all the things competing for their attention, this is truly a big deal. In most organizations, it is incredibly impactful to have your campaign launched with messaging from a senior executive. Showing the CEO is on board can really set the stage for a great campaign.
Here is a short clip from the Athena health launch video, that not only feature their CEO, but it featured ours!
A second important signal to making a message effective is clear and direct executive leadership support. If you have your second P, Priority, in place, this is truly an executive priority, and employees need to hear that. Employees need to know, at of all the things competing for their attention, this is truly a big deal.. In most organizations, it is incredibly impactful to have your campaign launched with messaging from a senior executive. My favorite is the CEO video. Showing the CEO is on board can really set the stage for a great campaign.
The next important factor - Make sure your message it short and to the point, Employees take only a few seconds to evaluate messages - the subject line, the header, and decide if they are going to read on, or move on.
Sometimes, less really is more. Know before you go. Very straightforward.
Sometimes its finding the right analogy that really resonates. Your doctor’s visit really should not be a blind date, right?
A message like this might not work for all populations. That’s why testing your messaging is a great way to make sure it works.
Finally, to make your messages resonate, personalize them to the audience When you send one message to a large diverse workforce, it falls a bit short with everyone. Think about your major segments, and send a version of your message to each segment that resonates, you will get a much better response.
Here is an example from a recent dental launch. Most employees probably aren’t in immediate need of braces. We sent this message just to employees who had children on the plan who were of the typical age to get braces.
Using data to understand your audience, and individuals in that audience, and provide them highly targeted, creative, and relevant messages, is the mainstay of modern consumer marketing, and this is now coming to benefits communications in a big way. Again, if we expect employees to behave like healthcare consumers, we have to treat them like consumers.
Speaking of which, one cutting edge new technique that we are excited about is remarketing. Promoting a message, just to the relevant audiences, in this case your employees, on the sites they already go to. As you can see at the lower left, an employee catching up on the hockey game, gets a subtle reminder to use Castlight.
Okay, time for our assessment on Promotion. Same as before.
Answer Each question on a 4 point scale
0 = Definitely No, 1 = Mostly no, 2 = Mostly yes, 3 = Absolutely yes
And then lets total up your scores.
So that’s an overview of the 4 P’s of turning employees into engaged healthcare consumers. If you want to drive maximum engagement of your healthcare consumerism program, you must be effective all 4 of the P’s .
