When content begets participation
Posted on Feb 21, 2017 | Written by Andy Jacobson | Comments (0)
For the past few years I’ve been using the free version of the Spotify music listening service. I created playlists for my morning runs, or while I was making dinner and everything in between. I liked that the service tracked my activity to recommend certain songs and artists to create a personalized listening experience. But I didn’t like certain limitations, such as not being able to listen offline, and not fast forward on an unlimited basis. And I didn’t like the near-constant commercials.
But Spotify kept enticing me with great content. First, they made The Beatles entire catalog available for streaming and did the same for AC/DC. Then, Spotify recently made all of Prince’s early music catalog available. I signed up for the paid premium service within hours and haven’t looked back.
The need for a personalized approach
My experience along the Spotify buyer’s journey drove home for me the need to similarly view wellness program participants as consumers and to make their participant journey a personalized one. Our research shows that a personalized approach is needed to drive wellness program participation. And meaningful, engaging, easy-to-access content must serve as the foundation of this approach.
Included below is a snapshot of how we’re using content to engage participants along different points of their well-being journey. And how our passionate people bring the content to life and provide participants with a personalized experience.
Health snapshot at on-site screenings
With an on-site health screening event, employees are given an immediate snapshot of their health that prompts them to take action. Depending on your employee population, you may also want to consider our lab network screening option or give employees the option to visit their doctor to obtain their screening.
Variety of fitness options
Much like Spotify features music spanning multiple genres to meet a variety of musical tastes and listener demographics, we too develop content aimed at a range of ages and diversity of employees. We partner with our clients to offer a series of exercise classes, from strength training to Pilates to HIIT (high-intensity interval training) classes.
Education on overcoming obstacles
“Fitting in Fitness” is one of our most requested Mind Your Health educational seminars. Mind Your Health seminars are professionally developed, one-hour seminars provided by a HealthFitness professional via webinar or on-site.
Through “Fitting in Fitness,” your employees will discover exercise options for busy people, learn tips to fit in fitness as well as keys to success for healthy behaviors.
Virtual fitness offers a cost-effective, scalable way to meet more employee and family needs to keep them thriving—at work, at home, and on the go.
Our partnership with WELLBEATS allows HealthFitness to offer their virtual fitness programs to employers—helping all employees, even family members, engage in fitness and wellness at work, on the go and at home by extending the reach of our health, wellness and fitness options.
Content participants can reach out and touch
In this world of virtual fitness, apps, fitness trackers and yes, streaming music, be sure not to overlook low-tech approaches for creating meaningful, engaging and easy-to access content. Our on-site health program manager at leading financial services company Edward Jones sought a solution that would reach the company’s workforce throughout the country as well as inspire employees to make time for a brief fitness break. She led the charge and organized the program so that all 44,000 Edward Jones employees receive a stretch band, instruction sheet, and note from the director of Human Resources explaining the health benefits of using the stretch band.
Please contact us to learn more about how we can partner with you to help create a personalized participant journey.
As director, strategic communications for HealthFitness, Andy sets strategy and direction for all external communications outreach, encompassing digital, PR and social media. Andy spent nearly 15 years in the agency world in a variety of PR and Account Management roles prior to joining HealthFitness in 2014. He received a Bachelor degree in Political Science from the George Washington University and a Master in Business Communications from the University of St. Thomas.