Engagement Overview Guide

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Engagement Overview Guide

Personal Guidance. Positive Change.

WebMD Health Services

Complete guide to creating an effective communications strategy

for your health management program.

Launch Checklist

❑ Do your overall program objectives

match specific communication strategies that will help you achieve them?

❑ Have you developed communication

objectives that are SMART: Specific, Measurable, Attainable, Realistic, and Time-limited?

❑ Do you understand your population

and their key attributes such as health conditions, readiness to change, and information preferences so you can address their risks and interests appropriately?

❑ Is your budget sufficient to support

behavior-changing incentive programs and a wide mix of communication campaigns, both online and off?

❑ Have you identified the resources to

plan, create, produce, distribute, and follow-up on all of your communication campaigns?

❑ Have you defined the barriers –

emotional, physical, or intellectual – that might keep people from using your new Health & Benefits Manager system?

❑ Are executives and managers

on board with the program and do they have the information they need to answer questions and encourage participation?

❑ Are you up-to-date on the latest

health messaging science so you can create campaigns that promote appropriate response?

❑ Does your communication plan

extend throughout the year to keep consistent, reinforcing information going to the people whose behavior you want to impact?

❑ Have you established reporting metrics

as well as analysis and response plans so you can quickly adapt to changing conditions and keep your program on track?

Are You Ready to Launch?

Preparing and implementing a strategic health communication program

can be one of the most complex projects you’ll undertake. It’s easy to lose

track of details. Our checklist can help keep you on target.

Contact us today.

For more information on how to WebMD can help you with your communications

design, contact

[email protected]

or visit

webmdhealthservices.com

.

Planning and preparation are critical for a successful Health & Benefits

Manager engagement program. You need to prompt long-term behavior

changes among your population. Give yourself time to analyze what makes

your situation unique, develop communication strategies, produce engaging

materials, and make sure executives and managers are on board.

Planning

Analyze

> Research your population segments and attributes (health risk, medical cost, accessibility, etc.) so you know what to prioritize.

> Review past communications (newsletters, Intranet, etc.) to see what’s available and identify what works.

> Understand your brand guidelines so you can create familiar, consistent materials that people will respond to.

Develop

> Establish key program objectives, incentive strategy objectives, budget, and program duration.

> Decide on communication objectives, strategies to achieve them, and metrics to measure success.

> Create platform statements to guide your campaign messages.

> Define reporting metrics for campaign measurement.

Produce

> Develop a creative strategy and budget.

> Build a year-long, multi-channel communication plan.

> Design consistent, engaging creative layouts and write copy.

> Print (offline) or program (online) communication materials for distribution.

Prepare

> Present plans and materials to management to secure their support.

Analyze | Develop | Produce | Prepare

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Planning

PRE-WEEK 11 PRE-WEEK 10 PRE-WEEK 9 PRE-WEEK 8 PRE-WEEK 7 PRE-WEEK 6 PRE-WEEK 5 PRE-WEEK 4 PRE-WEEK 3 PRE-WEEK 2

C A M PA I G N P L A N M E S S A G E D E V E L O P M E N T B R A N D A N A LY S I S R E P O RT I N G P R E PA R AT I O N HEAL TH PROGRAM INITIA TIVE I N C E N T I V E S T R AT E G Y C O M M U N I C AT I O N S T R AT E G Y P O P U L AT I O N A N A LY S I S C O M M U N I C AT I O N A N A LY S I S PRE-WEEK 12 C R E AT I V E S T R AT E G Y P R O D U C T I O N

Your engagement program isn’t a sprint – it’s more like a marathon.

With a plan in place, you can maintain a steady pace to achieve success.

Throughout your program, you need to encourage people to discover more

about their health and healthcare decisions, and see how the changes

they’ve made affect their lives and finances.

Implementation

Introduce

> Display posters in common areas to boost awareness and capture interest.

> Send an email from your executive sponsor to show support from the top.

> Run banner promotions on your company Intranet to prompt registration and utilization.

Build

> Boost awareness with ongoing email campaigns that encourage people to take action.

> Build support and interest from family members with postcards mailed to the home.

> Enhance understanding of the program and how it works with a detailed brochure.

> Develop more messages than you think you will need.

Target

> Appeal to registered users through messaging that promotes specific, relevant resources and programs.

Adapt

> Analyze reports on program usage as well as messaging, program, and communication effectiveness.

> Respond with updated communication messages, report metrics, and strategies.

> Deploy additional messages if initial response goals are not achieved.

Introduce | Build | Target | Adapt

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Implementation

LAUNCH WEEK 1 LAUNCH WEEK 2 LAUNCH WEEK 3 LAUNCH WEEK 4 LAUNCH WEEK 5 LAUNCH WEEK 6 LAUNCH WEEK 7 LAUNCH WEEK 8 LAUNCH WEEK 9 LAUNCH WEEK 10 LAUNCH WEEK 11

S P O N S O R E M A I L “SOFT LA UNCH” B R O C H U R E E M A I L C A M PA I G N S P O S T C A R D PRE-WEEK 1 P O S T E R S W E B L E T C O M M U N I C AT I O N S U R V E Y B A N N E R E M A I L C A M PA I G N S A N A LY S I S A D J U S T C O M M U N I C AT I O N P R O G R A M S

Review

> Re-evaluate your campaign plan strategies and assess your progress towards meeting your objectives.

> Update your population profiles and survey data to guide ongoing programs.

Define

> Confirm ongoing incentive programs to support long- term objectives.

Update

> Adjust metrics, objectives, and key messages as necessary.

> Redesign and relaunch campaigns to address new strategies and objectives, including ongoing risk management.

Implement

> Deliver post-campaign management presentations with analysis.

> Produce regular, planned communication campaigns

to keep the momentum going.

Ongoing Initiatives.

process. Once you complete the measurement stage, you’re ready to put that new informa-tion to work for you and start all over. Use what you’ve learned to establish new, even more tar-geted objectives, strategies, and campaigns. The cycle continues; success follows.

The maintenance stage marks the beginning of the rest of your program.

As you move into this stage, consider your ongoing incentive and communication

plans for the rest of the year, review the effectiveness and progress of your

communication campaigns, and make changes where necessary to meet

your health and wellness.

Maintenance

Review | Define | Update | Implement

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Maintenance

POST WEEK 1 POST WEEK 2 POST WEEK 3 POST WEEK 4 POST WEEK 5 POST WEEK 6 POST WEEK 7 POST WEEK 8 ONGOING FOR FULL YEAR

ONGOING FOR FULL

YEAR LAUNCH WEEK 12 P L A N R E V I E W S AT I S FA C T I O N S U R V E Y A N A LY S I S & P R E S E N TAT I O N R E V I S E P L A N A D J U S T A N D A D A P T P R O G R A M S

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