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Direct Marketing Adds Muscle to Health & Wellness Programs

Debora Haskel

Workplace wellness programs are increasingly gaining acceptance and recognition. A few weeks ago a bipartisan team of Minnesota legislators announced the formation of a federal Congressional Wellness Caucus to focus awareness on the benefits of these types of initiatives. Wellness programs can have a tangible impact on companies’ bottom lines through lower health care costs and increased productivity. In addition, businesses often experience heightened employee satisfaction and retention by providing programs that improve the lives of their employees.

Direct marketing is usually the channel used to recruit and engage participants in these programs. According to Rab Govil, a keynote speaker at the PODi AppForum, print-based communication helps employees and their health care providers better manage situations ranging from administrative processes to individual lifestyle choices to clinical conditions. HIPAA regulations favor print due to privacy requirements.

At IWCO Direct, we work extensively with the health care industry. We see firsthand how the use of direct marketing adds muscle to health and wellness programs through timely, personalized communication. Here are just a few examples.

Acquisition

Personalized direct mail packages can introduce programs and provide specific information regarding what options are available to employees. These mailings often include Personalized URLs (PURLs) to bring employees to a customized landing page where they can learn more about the program options and sign-up if they wish.

Engagement

When the employee demonstrates a desire to join or requests more information, direct marketing steps in again as fulfillment.  From welcome kits to activity statements, this information is sent to the employee through electronic or print communications. For HIPAA compliance data, print is typically used as electronic communications must be encrypted and password protected.

Loyalty

Printed, customized information is often sent to program members to help them achieve their goals as well. For example, if an individual is trying to lose weight, the new member may receive a journal or information regarding access to a web-based app to track their daily exercise and nutrition. Emails or text messages can be sent to remind them of milestones, or healthy recipes can be mailed to them on a regular basis.

Of course, these are just a few examples. The great part of today’s technology advances is that tailored information can be sent to employees via a mix of delivery methods to help them become more aware and engaged in their own health and wellness. And direct mail most often anchors the communication program due to its overall effectiveness and high-rate of acceptance.

– Debora Haskel

 

link https://www.iwco.com/blog/2011/07/13/direct-marketing-adds-muscle-to-health-wellness-programs/
Debora Haskel

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Debora Haskel

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