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CommunicatetoMotivatePracticalTools&TipsforOptimizingImpact
SKYESCHULTE,MS,MPH
SENIORVICEPRESIDENT
OGILVY|FKH
@SKYESCHULTE (TWITTER/INSTAGRAM)
MIKEQUIGG,MS
DIRECTOR, HEALTHSTRATEGY
THEVITALITY GROUP
@VITALITYUSA(TWITTER)
PleasejoinourPollEverywherepollbytextingskyeschulte079to22333orgoingtowww.pollev/skyeschulte079 onyourtabletorlaptop
Whatdoyouhopetotakeawayfromtoday’sdiscussion?
a. Betteridentifying&reachingmytargetaudiencesb. Developingmessagesthat“stick”inpeople’sminds&motivate
actionc. Usingcommunicationstoaddressbarrierstoaction&
maintenanced. Creatingandexecutingastrategiccommunicationsplane. Alloftheabove
Communicationplancomponents
• ExecutiveSummary• Targetaudienceoverview• Valueproposition,positioning,andmessaging• Keychannelsandcommunicationsassets• Outreachandvisibilityapproaches• Evaluationandmeasurement
AudienceAssessment1. Whoarethey?2. Whatmotivatesthem?3. Howhaveothersreachedthem?4. Whatuniqueapproachdowebring?5. WhatdoIwantthemtodo?6. Howdoesitrelatetogoalstheyhave?
Whatisyourgreatestchallengeinconductingoutreachorcreatingcampaigns,tomotivateaction?
a. Keepingmessagessimpleenoughforaudiencestounderstandb. Comingupwithsomethingunexpectedtogetattentionc. Makingthe“ask”concretesopeopletakeactiond. Convincingthetargetaudiencetheinformationiscrediblee. Findingawaytotapintotheaudience’semotionstogetactionf. Creatingastorythatpeoplewillrememberandpassong. Establishingtherightkindofstructuretomotivateaction
Developingmessagesthatstick
CDC'sUseofSocialMediaandHumorinaRiskCampaign—“Preparedness101:ZombieApocalypse”.Fraustino JandMaL.JournalofAppliedCommunicationResearch.222-241.Volume43,2015
“TheHeartTruth:”UsingthePowerofBrandingandSocialMarketingtoIncreaseAwarenessofHeartDiseaseinWomen. LongT.,Taubenheim,A.,Wayman,J.,Temple,S.,Ruoff,B.SocMarQ.2008Mar;14(3):3–29.
CommunicationVH R Co m p le t io n Ra te
Year 1 Years 2 and 3
0 %
10 %
20 %
30 %
40 %
50 %
60 %
70 %
80 %
Low Communication Medium Communication Strong Communication
43.9 %
57.2 %
64.7 %
49.8 %
63.9 %
71.0 %
Average Monthly Activities per Member
Year 1 Years 2 and 3
Low Communication Medium Communication Strong Communication
0
1
2
3
4
5
6
1.9
3.5
4.7
2.6
4.5
5.8
Whatarethebiggestbarriersyoufaceinmovingaudiencesfromawarenesstoaction?
a. Lowriskperception,overconfidence,andothercognitivebiases
b. Healthandtechnologyliteracy,otherphysicaloremotionalbarrierstoabsorbingandacting
c. Financialbarriers,accessissues,reimbursementd. Findingtherightchannelstoreachthemandto
continuetomotivatebehaviore. Other
BehavioralEconomicsConsidersCognitiveBiases
• PresentBias• Overconfidence• Framing• LossAversion• PriorExperiences
ConventionalEconomicsAssumesHomoEconomicus(EconomicMan)
(12×5)2 =3600
What are you doing? Stealing your air
PerfectRationality
PerfectInformation
PerfectSelf-Interest
BehavioralEconomicsShowsHomoEconomicusTraitsareFlawed
NOT PerfectRationality
NOTPerfectInformation
NOT PerfectSelf-InterestCharlie201?
Daisy86?
Your profile said you were 23?
Your profile said you were female
PRESENTBIAS
Overconfidence
Source:http://www.superfrink.net/athenaeum/www.apa.org/journals/psp/S_psp7761121fig3a.jpg
Unskilled…(andunawareofit) Unhealthy…(andunawareofit)
0
10
20
30
40
50
60
70
80
90
100
Poor Fair Good Verygood Excellent
Percen
tile
PerceivedHealth
ActualHealth
FRAMING
Whichofthesehaveyoufoundtobemostsuccessfulforstarting&maintainingpositivebehaviorsinyourtargetaudiences?
a. Usingfrequentandmulti-facetedcommunicationsapproaches&channels
b. Identifyingalocalchampionorinfluencermytargetaudiencerespects
c. Providingsubsidiesforspouses&children,wearables&devices,etc.
d. Creatingrewards-basedsystems,usinggametheory,etc.
6Keyareastofacilitateengagement
1 2 3 4 5 6
COMMUNICATIONINCENTIVESTRATEGIES REWARDS SPOUSEELIGIBILITY
DEVICESUBSIDY
CHAMPIONS&KEYINFLUENCERS
8.7-25.8%0.9-3.1
13-20.8%1.6-2.8
4.1-15.7%0.9-2.1
5.1%0.8
2%
0.3
0.01-0.8%0.3
HealthReviewCompletionRate
ActivitiesperMemberperMonth
*Engagementimpactisillustrativeasaclientinprogramyear1 **Theincreasesrepresentedarecomparingtheleastimpactfultothemoreimpactfulstrategieswithineachcompoenent.
Correlatestoanincreaseof:Correlatestoanincreaseof**: Correlatestoanincreaseof:Correlatestoanincreaseof: Correlatestoanincreaseof:Correlatestoanincreaseof:
23
CanaFreeWearableActivityTrackerChangeBehavior?TheImpactofTrackersonAdultsinaPhysician-LedWellnessGroup.Gualtieri L.,Rosenbluth S.,PhillipsJ.,JMIRResProtoc 2016;5(4):e237
TECHNOLOGY BEHAVIORAL DATA
CLINICAL DATA
ACTUARIAL DATA
Asimple,intuitivememberjourney
VITALITY AGE®
PERSONAL PATHWAYTM
POINTS AND STATUSES
REWARDS
26
Communicationplansummary
• ExecutiveSummary• Targetaudienceoverview• Valueproposition,positioning,andmessaging• Keychannelsandcommunicationsassets• Outreachandvisibilityapproaches• Evaluationandmeasurement
ContactUs
SKYESCHULTE,MS,MPH
SENIORVICEPRESIDENT
OGILVY|FKH
@SKYESCHULTE (TWITTER/INSTAGRAM)
MIKEQUIGG,MS
DIRECTOR, HEALTHSTRATEGY
THEVITALITY GROUP
@VITALITYUSA