With the holidays coming up, I think we all indulge in that one guilty pleasure that isn’t part of a balanced diet. For me, I indulge in the drinks of the season…holiday shopping with a peppermint mocha coffee, watching a holiday TV special drinking a Baileys on the rocks or sitting by the fireplace sipping a hot cup of homemade, traditional Lithuanian boilo. These liquid treats have become as much of a holiday tradition as the New Year’s resolution to lose the weight gained from enjoying them.
It is no surprise that the health and wellness industry has grown significantly in recent years. Health insurance companies mailed more than one billion pieces of mail each year from 2003 through 2013 according to market research firm Comperemedia. A majority of this mail is informational – aimed at educating consumers about wellness programs and aspects of healthy lifestyles, such as nutrition and fitness.
Implementing and expanding employer wellness programs helps control healthcare spending. According to the U.S. Department of Labor, there is strong evidence supporting that workplace health programs have the potential to, “…promote healthy behaviors; improve employees’ health knowledge and skills; help employees get necessary health screenings, immunizations, and follow-up care; and reduce workplace exposure to substances and hazards that can cause diseases and injury.”
Nearly 90% of employers offer wellness incentives or financial rewards to employees who work toward getting healthier, according to a recent survey from Fidelity Investments and the National Business Group on Health. That’s up from 57% of companies in 2009. The perks are also worth more: $521 per employee on average, compared with $260 five years ago.
Many health insurance companies are utilizing direct mail to engage consumers in committing to a healthier lifestyle. Direct mail is used to offer incentives and rewards that motivate wellness. Such rewards include financial incentives, discounts on groceries and gym memberships. It’s working! Direct mail has assisted individuals enrolled in our customers’ health and wellness programs to achieve positive health-related outcomes such as losing weight, quitting smoking, etc.
IWCO Direct has extensive expertise and success in the health and wellness industry. I invite you to read our case study that illustrates how one of IWCO Direct’s health and wellness clients uses direct mail to achieve its marketing goals. In addition, here are some recommendations for your wellness program in the New Year:
- Use high-speed digital technology to produce personalized direct mail offers for health and wellness programs. Targeted messages and offers are proven to increase return on marketing investment (ROMI).
- Engage in cross-channel marketing by directing participants to your website or set up a PURL or specific landing page with content tailored to each participant’s needs. These technologies make it easier for members to participate while providing the ability for greater tracking by capturing important member information such as emails and cell phone numbers.
Contact us if you want to increase the effectiveness of your health and wellness direct mail campaigns. We wish you success and wellness throughout the holiday season and in the New Year!
Subscribe to SpeakingDIRECT to have new articles delivered to your inbox as they post. We promise to keep it fresh and interesting.