Engagement Overview Guide

Transcription

1 Personal Guidance. Positive Change. WebMD Health Services Engagement Overview Guide Complete guide to creating an effective communications strategy for your health management program.

2 Launch Checklist 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. 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? 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? Have you defined the barriers emotional, physical, or intellectual that might keep people from using your new Health & Benefits Manager system? Contact us today. For more information on how to WebMD can help you with your communications design, contact whsinfo@webmd.net or visit webmdhealthservices.com.

3 Planning Analyze Develop Produce Prepare 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 POPULATION ANALYSIS COMMUNICATION ANALYSIS HEALTH PROGRAM INITIATIVE INCENTIVE STRATEGY COMMUNICATION STRATEGY CAMPAIGN PLAN MESSAGE DEVELOPMENT BRAND ANALYSIS CREATIVE STRATEGY PRODUCTION REPORTING PREPARATION PRE-WEEK 12 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 1 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.

4 Implementation Introduce Build Target Adapt 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 POSTERS SPONSOR BROCHURE POSTCARD SOFT LAUNCH WEBLET CAMPAIGNS COMMUNICATION SURVEY BANNER ANALYSIS CAMPAIGNS ADJUST COMMUNICATION PROGRAMS PRE-WEEK 1 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 2 Introduce > Display posters in common areas to boost awareness and capture interest. > Send an 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 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.

5 Maintenance Review Define Update Implement 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 PLAN REVIEW SATISFACTION SURVEY ANALYSIS & PRESENTATION REVISE PLAN ONGOING FOR FULL YEAR ADJUST AND ADAPT PROGRAMS LAUNCH WEEK 12 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 3 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 longterm 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. 1 3 Ongoing Initiatives. Engagement is an ongoing process. Once you complete the measurement stage, you re ready to put that new information to work for you and start all over. Use what you ve learned to establish new, even more targeted objectives, strategies, and campaigns. The cycle continues; success follows. 2

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