By Kristie Nelson-Neuhaus, Marketing Communications Account Manager, RedBrick Health
Do you have a ‘set it and forget it’ communication approach with your audience? If so, you might be settling—unnecessarily—for a lower level of health engagement.
Communication practices are a key driver in engaging individuals with their health. In this post, we’re going to focus on three ways in which top-performing companies capture attention and sustain engagement through their communications—so let’s take a look at how each plays out.
Email. Why does email make such a difference to your engagement strategy? Our research found that people who are reachable by email show 92% more engagement. Individuals interact immediately with email messages, clicking through to complete an action, such as a health assessment or activity tracking.
When you’re designing your email communications, remember two simple tips:
- Create a compelling subject line. This may be the most important piece of the puzzle. Unless people see the value within the subject line, they won’t open the email.
- Make your call to action very clear and easy to find. Don’t muddy the water with several competing actions. Focus on your key point, point out the benefit of completing the action, and provide the direct link.
Communication cadence. Establishing a consistent cadence not only helps your audience understand the basics of your program, but also builds familiarity with your well-being brand through content, images and design.
Top performing companies communicate an average of 12 times per year. This may seem like a lot, especially in companies where employees feel like they’re flooded with messages. Three tips will help you navigate this issue.
- Send the right message at the right time. For example, begin the year with the fundamentals of your program and send targeted reminders each quarter. Give people plenty of lead-time to complete the core steps of your program.
- Be relevant. Messages that are personally relevant are perceived more favorably than scattershot messages. Always highlight the benefits of taking action.
- Incorporate print. Top performers use four times as many print campaigns, such as flyers and posters, postcards, and brochures.
And finally, mix it up. We recommend mixing the types of messages as well as the delivery methods to promote sustained engagement and support your well-being strategy.
- Get started with awareness messages that introduce and explain your program.
- Maintain momentum with reminders that specify key dates, rewards, and deadlines.
- Drive attendance at events, such as onsite health screenings, with specific instructions and associated rewards.
- Promote a culture of health through health topics, such as nutrition and physical activity.
In conclusion, take heart. You know your audience. You don’t have to do everything perfectly—use your strengths in one area to overcome weaknesses in others. Be authentic, be consistent, be clear. If you practice these principles, you will see results.