IN CORPORATE WELLNESS

THE BIGGEST

JASON LANGHEIER, MDFounder & CEOZipongo

LUCAS COFFEENSenior Product Manager,ShapeUp

Drs. Rajiv Kumar and Brad Weinberg founded ShapeUp

in 2006 while studying at Brown Medical School

Launched initially as a non-profit called Shape Up RI, their social wellness idea went viral and was adopted by employers

Today ShapeUp’s employee wellbeing platform covers over 2 million individuals from 750

employers worldwide

Dr. Langheier was inspired to focus on prevention while at Boston Medical Center, Harvard School of Public

Health and founding Fitness Forward, a non-profit that

rewarded children for healthy behavior.

This inspiration blossomed into Zipongo--Eating Well Made Simple--

a digital nutrition solution that personalizes recommendations

based on preferences, biometrics and lifestyle.

Today, Zipongo helps employers and health plans

drive measurable changes in eating behaviors and health

outcomes like BP & waist size – resulting in the realization of

a 3:1 ROI.

DIETING INSTEAD OF BEHAVIORAL

ECONOMICS

1

DIETING INSTEAD OF BEHAVIORAL ECONOMICS• Expends motivation & willpower

• Calorie / point tracking unsustainable

• Rapid diet plan change unsustainable

• 90% of people who lose weight through dieting gain every pound back regardless of their weight-loss method

•Billions of $ in marketing / merchandising nudges to unhealthy food, or confuses consumers

BEHAVIORAL ECONOMICS

• Marketing that drives ego consistency behaviors

• Pre-commitment

• Environmental changes

• Real-time digital actions (buying food, etc)

• Defaults, Priming, Managing Unhealthy Cues

• Highlight healthy, hide unhealthy, fewer choices

BEHAVIORAL ECONOMICS

VIEWING EXERCISE AS ONE-AND-DONE

2

VIEWING EXERCISE AS ONE-AND-DONE• Believing that a single event

will keep your workforce focused on fitness

• Thinking a fitness challenge alone will create sustainable behavior change

• Praying that a single activity campaign will change your corporate culture

MAKE EXERCISE A PERMANENT ENDEAVOR

MAKE EXERCISE A PERMANENT ENDEAVOR• Keep fitness programming

running year-long

• Offer programs that build healthy habits for life

• Environmental changes, like walking paths or on-site gyms

• Give employees permission

• Design longitudinal incentives

INACCESSIBILITY

3

INACCESSIBILITY

• Biometrics / HRA problem identification without solution

• Using only generic goal recommendation

• Education / Information-ware, not specific actions employees can act on in real-time

PROVIDE EASY ALTERNATIVES.

MAKE ACCESSIBLE, NAVIGATE THROUGH

SOLO SWEATING

4

SOLO SWEATING

• Only offering a gym membership, personal trainer, or individual coach

• Offering tracking devices without social programming

• Discouraging social interaction online and in-person

SOCIAL SWEATING

SOCIAL SWEATING

• Find ways to encourage employees to workout together

• Offer sports teams and group fitness classes

• Team challenges allow employees to support each other

• Identify wellness champions to influence your population

THROWING MONEY DOWN THE DRAIN

35

THROWING MONEY DOWN THE DRAIN• Employees go through the

motions to earn extrinsic rewards

• Intrinsic motivation usually required to implement default behavior changes

• One-time awards good for enrollment & specific behaviors, not retention & achieving high level goals

• $847/ employee makes ROI hard

SELECTIVELY REWARD SPECIFIC BEHAVIORS

REWARD SPECIFIC BEHAVIORS• Use incentives to drive initial

participation, but bridge then to daily convenience applications

• AHA has only two Class 1A recommendations: Healthy Food Buying Incentives and Tobacco Taxes

• Make sure rewards tie to specific behaviors users can do or commit to in real-time (i.e. food buying)

• Personalize rewards, and measure reward ROI

ONE SIZE FITS ALL

6

ONE SIZE FITS ALL

• Most common blunder & misconception

• Forces massive, rapid behavior change which causes many to drop out

• Makes difficult to prioritize issues that matter most for person & family

• Habituation: Gets boring

FOCUS ON PERSONALIZATION

FOCUS ON PERSONALIZATION• Specificity around goals &

recommended actions creates excitement, increases trust

• Absolutely critical for long-term engagement

• Encourages actionable, achievable goals

• Makes biometrics investment more worthwhile, but requires dietary & activity data too

MISSING HALF THE EQUATION

7

MISSING HALF THE EQUATION• Promoting exercise or

nutrition but not both in an integrated way

• Emphasizing physical activity while simultaneously offering junk food vending machines

• Improving cafeteria food without making the workplace more conducive to activity

EXERCISE + NUTRITION = TOTAL FITNESS

EXERCISE + NUTRITION = TOTAL FITNESS• You can’t achieve true fitness

without both

• Fitness programs must incorporate both exercise and nutrition to be effective

• The combined synergies of exercise and nutrition drive employees toward their goals in a more sustainable way

JASON LANGHEIER, MDFounder & CEOZipongo

LUCAS COFFEENSenior Product Manager,ShapeUp