incentives don't buy.andrew stephenson (pdf only)
DESCRIPTION
2014 WWCMA PresentationsTRANSCRIPT
Title
INCENTIVES DON’T BUY
A HEALTHY CULTURE Andrew Stephenson
“There’s a mismatch between what science knows and what business does.”
- Daniel Pink
Awareness Knowledge
Motivation
Skills & Tools
Opportunity Environment
Strength of Motivation to Change Behavior
GET WHAT WE WANT
AVOID WHAT WE DON’T WANT
GET WHAT WE DON’T WANT
LOSE SOMETHING WE HAVE (& WANT)
Internal Motivation
External Motivation
Intrinsic Avoidance
External Avoidance
“Incentives improve motivation and performance on routine, rule-based, left-brain rudimentary tasks.”
- Daniel Pink
Strength of Motivation to Change Behavior
GET WHAT WE WANT
AVOID WHAT WE DON’T WANT
GET WHAT WE DON’T WANT
LOSE SOMETHING WE HAVE (& WANT)
Internal Motivation
External Motivation
Intrinsic Avoidance
External Avoidance
“Incentives reduce motivation and impair performance on heuristic, creative, right-brain tasks.”
- Daniel Pink
“Studies show that introducing incentives decreases intrinsic motivation. They turn play into work, pleasure into chore.”
- Daniel Pink
Strength of Motivation to Change Behavior
GET WHAT WE WANT
AVOID WHAT WE DON’T WANT
GET WHAT WE DON’T WANT
LOSE SOMETHING WE HAVE (& WANT)
Internal Motivation
External Motivation
Intrinsic Avoidance
External Avoidance
Autonomy
Tangible purpose
Social value
SICK NOT SICK, BUT NOT
WELL
HEALTHY, NOT
OPTIMAL
OPTIMAL HEALTH
& ENERGY
If we start with a captive audience, why don’t programs maintain
engagement?
70%
15% 15%
Healthy proactive
Not proactive but not opposed
Active resistive
Pre-Contemplator Contemplator Preparation Action Maintenance
70%
15% 15%
Healthy proactive
Not proactive but not opposed
Active resistive
Pre-Contemplator Contemplator Preparation Action Maintenance
70%
15% 15%
Healthy proactive
Not proactive but not opposed
Active resistive
Pre-Contemplator Contemplator Preparation Action Maintenance
What will gain your audience’s interest & attention?
WELLNESS NEEDS BETTER MARKETING
“WE DON’T PAY ATTENTION TO THINGS THAT ARE BORING.”
- John Medina, Brain Rules.
BRAIN RULES: How to get (and keep) attention
How dominant is visual attention?
TIM
E O
UT
What will maintain attention and enhance MOTIVATION?
WHAT
HOW
WHY
Simon Sinek’s “Golden Circle”
WHAT
HOW
WHY
Simon Sinek’s “Golden Circle”
WHAT
HOW
WHY
Simon Sinek’s “Golden Circle”
What will enhance education and retention
(i.e. BUILD KNOWLEDGE and SKILL)?
Engagement & Memory
Bring your wellness program out of the shadows!
What happens when you put the pieces together, without incentives?
Screening: (Set personal Goals)
Info added to existing meetings
Structured monthly print themes
Monthly follow up coaching
Re-test goals and set new targets
RAIL INDUSTRY:
TRANSPORTATION / RAIL: 600 employees 13 work sites >90% male
Average age 47 70% of population overweight
• 77% voluntary, monthly engagement
• 66% positive measured change to identified risks
• Positive Total Workforce Health & Injury Trends
TRANSPORTATION / CONSTRUCTION / MINING: 2200 employees 321 work sites
• 83% voluntary, monthly engagement (year 7)
• 59% positive measured change to identified risks
• 58% reduction in lost time injuries (First 3 years)
• 7% reduction in high risk BP
• 20% reduction in high risk Chol
• 14% reduction in high W:H ratio
2007 Industry Award: Best Workplace Health and Wellbeing Program.
I.T. / TELECOMMUNICATIONS: 70 employees 3 work sites
Team within a large, multi-national organization of 35,000 across 15 countries
• 90% voluntary, monthly engagement
• 67% positive measured change to identified risks
• 34% reduction in high risk BP
• 50% reduction in obesity
• 46% reduction in smokers
EES: Started in Bottom
50%
Year 1: EES up to Top
10%
Year 4: EES 5% >
Company avg.
WHY WELLNESS? BUSINESS Vs. PERSONAL
Do incentives actually improve motivation or educational outcomes?
Could better program design have the same effect without incentives?
