Engaging Employees with Mobile Communication
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A Buck Consultants Webinar
Martin Hoffmann and Jennifer Whitlow
April 17, 2012
Engaging Employees with Mobile Communication
Today’s Agenda
2
Engaging Employees with Mobile Communication
• The increasing need for employee engagement
• A mobile (r)evolution is underway
• Demo and case study: Bringing mobile health and benefits to
employees
• Getting started: Creating your mobile development strategy
• Recap
The Issues
3
Career
• Unemployment (9.1%)
• Disengaged (75%)
• Seeking dream job (82%)
• Desire challenge (41%)
• Desire inspiration (30%)
Sources: Monster; Blessing White; Gallup; Towers Watson; Human Capital Institute;
CDC; Bureau of Labor Statistics, Fidelity
Health
• Smoke (21%)
• Obese (33%)
• Overweight (66%)
• Diabetes (12%/29%)
• Preventive (70%)
Wealth
• $66,900 (401k avg.)
• $10,000 (credit debt)
• 1% (savings rate)
Engaging Employees with Mobile Communication
Managing Healthcare Management: Three Perspectives
4
• Attract, engage and retain top
talent
• Increasingly moving to CDHPs,
wellness programs/incentives
to manage costs; shifting
accountability to employees
• Employee engagement and
appreciation a challenge
• Improving health:
quality of life and more
transparency
• Better resources to
make purchasing
decisions
• Convenient: balancing
family and career
• Privacy
• Consumer engagement
a challenge
• Large percentage of
medical costs are
associated with small
number of people with
chronic diseases
Engaging Employees with Mobile Communication
Employers
Employees
Payers
How Do Employers Drive Engagement?
5
Intelligence (“I matter…”)
• Research the needs and preferences of
your audience
Information (“I understand…”)
• Personalize (make it relevant to me)
• Integrate (one place, easy to access,
easy to understand)
Incentives (“I want to…”)
• Meaningful (enough to get my attention
and move me to act)
Infrastructure (“I can…”)
• Enable (design, resources, and tools to
make me make better decisions and take
action)
Engaging Employees with Mobile Communication
An Employee-Focused Paradigm Shift
6
Old Model New Model Why?
Accommodate them Engage them Engagement = Productivity
Focus on the activity Focus on the outcome Outcomes drive savings
Hit them periodically
through the year Create a dialogue
Continually influence
behaviors
Wait for them to do
something Motivate actions
If we don’t encourage, they
won’t act
The portal will cover what
they need
Right media at the
right time
People engage through
different channels
Static online experience Dynamic approach Experience needs to be
sticky and engaging
One size fits all An audience of one People have unique
motivators
Engaging Employees with Mobile Communication
A Mobile (R)evolution is Underway
7
“If you text for a glass of water one
more time, Daddy’s going to take
away your cell phone.”
Engaging Employees with Mobile Communication
Why Is Mobile So Engaging?
8
Engaging Employees with Mobile Communication
Category of Apps used in the Past 30 Days
Games 64%
Weather 60%
Social Networking 56%
Navigation 51%
Music 44%
News 39%
Entertainment 34%
Banking 32%
Health 13%
Texts
Photos
Internet
Music
Apps
9
Why Is Mobile So Engaging? (cont.)
Engaging Employees with Mobile Communication
46% of American
adults are smartphone
users
25% of US mobile
web users are
mobile-only
Sources: Pew Research Center’s Internet & American Life Projects, August 2011 and
March 2012; mobiThinking “Global Mobile Statistics,” February 2012
25+ billion app downloads
29% of app users
have downloaded a
health app
Community
Health
Provider
directories
and quality
Data for
ACOs
Consumer
product
information
Medical /
scientific
knowledge + + +
The Emergence of mHealth
10
Engaging Employees with Mobile Communication
Creating a new “ecosystem of innovation” using data to improve health:
• Data releases from US Department of Health and Human Services,
EPA, USDA, VA, Department of Labor Statistics
• Liberating data for community health, provider directories and quality,
ACOs, consumer product information, etc.
• HealthData.gov – the one-stop resource for free, fully open data
from federal agencies
Source: Missouri Health Data Summit, March 2012
+
Food Oasis
• Mission: Improves access to fresh, affordable food
• How it works: Consumers text food orders to virtual grocery marketplace
• Why it works: Consumers get affordable fresh food; suppliers reduce overhead, expand reach
• maya.com/foodoasis
Examples of mHealth: Texting to Improve Health
Text4baby
• Mission: Promotes maternal
and infant health
• How it works: Expectant
mothers opt-in for text
messages; service is provided free
• Why it works: Weekly messages
are relevant and timely
• www.text4baby.org
Engaging Employees with Mobile Communication
11
Text Messaging for Employee Communication
Pros:
• Brief, instant messaging
• Available on all phones,
not just smartphones
• Technology already integrated
with device, no software to
download
• Encourages two-way
communication
Cons:
• Character limits – content must
be brief
• Charges may be incurred to
users, depending on data plans
chosen
• Must collect and manage
mobile numbers for distribution
• Requires resources to
participate in two-way dialogue
Engaging Employees with Mobile Communication
12
Examples of mHealth: Mobile Applications to Improve Health
Asthmapolis
• Mission: Gain better understanding
of asthma as a means of prevention
• How it works: GPS tracker on
asthma inhalers
• Why it works: Can track and map
potential environmental triggers
• www.asthmapolis.com
Engaging Employees with Mobile Communication
Glucose Buddy
• Mission: Social community provides patients with tools to manage diabetes
• How it works: Provides users with
a1c calculator and logbook to track
insulin levels, push reminders
• Why it works: More than a tracking
device, it’s a social community
• www.glucosebuddy.com
13
Bringing Mobile Health and Benefits to Employees
14
Engaging Employees with Mobile Communication
Health Benefits App for Employers
• Employers invest in employee benefits, but often not
easily understood or appreciated by employees
• Remote workforces and multiple employee groups
make communication difficult and expensive
• Data aggregated from employer HRIS system and
administrators to pre-populate personalized employee
benefit data
• Key feature include health records, virtual insurance
cards, networking, messaging engine with push
notifications, account balances, personalized benefits
and wellness information, custom interface design
and content management system
Demo: My Mobile BenefitsTM
Enterprise Implementation Process
16
Promote App
Notify employees
about availability:
• Emails
• Online promotional
ads/links
• User guide
Download App
Employees download app
from enterprise storefront:
• Available on iTunes, Android
Market or Blackberry App World
• App is “empty shell” until
employees are verified through
credentialing process
Verify Users
Setup prompts
users to enter
login credentials:
• Unique verification
codes are generated
to ensure employee
access correct profile
Personalized User
Experience
Personalized data is
displayed in the app:
• Includes virtual
insurance cards, EOBs,
deductible tracker and
more
• Web services connect
personalized data with
mobile app
Engaging Employees with Mobile Communication
Bringing Mobile Health and Benefits to Employees
17
Case Study: Heinz
2003: Introduced online compensation statement
2005 - 2006: Heinz became a target for industry talent
• Provided an opportunity to communicate the value
of total rewards
• Design improvements made to every pay plan
• Expanded the website to illustrate Heinz incentive plans
2007 - 2008: Best business performance in history of company
• Winning the war for talent, website utilization is high and
growing
2009: Introduction of My Heinz Place
• Career, Health and Wealth data provided an opportunity to
offer targeted messaging
• Portal approach ensured one place to access all Heinz and
vendor content
2012: Rolling out benefits app to 3,000 US salary employees
Engaging Employees with Mobile Communication
Games Drive Engagement
GE: Playing doctor
• Wanted to inform people about
its business in health care
management and improving
efficiency
• Launched game called
“Patient Shuffle”
• Demonstrates the importance
of scheduling and planning
• Effective in communicating key
topics and initiatives
Engaging Employees with Mobile Communication
18
Source: “Trying to Run a Hectic ER with GE’s Patient Shuffle Game,” Reliableplant.com 2010
Optimizing Mobile Websites and QR Codes
Optimizing Mobile Websites
• Half of the total US population
uses mobile media – an
increase of 20% over last year
• 25% of users access the web
exclusively through mobile
devices
• Web 3.0: fast, easy, clean,
interactive and mobile
QR Codes Drive Site Traffic
• Quick Response codes
• Mobile users need QR reader
software
• Acts as a “short cut” to website
where users can get more
information
Engaging Employees with Mobile Communication
19
How Do I Get Started?
20
Identify biz
needs
1.
Engaging Employees with Mobile Communication
How Do I Get Started?
21
Identify biz
needs
1.
Get buy-in
2.
Engaging Employees with Mobile Communication
How Do I Get Started?
22
Identify biz
needs
1.
Get buy-in
2.
Build roadmap
3.
Engaging Employees with Mobile Communication
How Do I Get Started?
23
Identify biz
needs
1.
Get buy-in
2.
Develop and test
4.
Build roadmap
3.
Engaging Employees with Mobile Communication
How Do I Get Started?
24
Identify biz
needs
1.
Get buy-in
2.
Develop and test
4.
Build roadmap
3.
Launch and promote
5.
Engaging Employees with Mobile Communication
How Do I Get Started?
25
Identify biz
needs
1.
Get buy-in
2.
Develop and test
4.
Build roadmap
3.
Measure
6.
Launch and promote
5.
Engaging Employees with Mobile Communication
How Do I Get Started?
26
Identify biz
needs
1.
Get buy-in
2.
Develop and test
4.
Build roadmap
3.
Measure
6.
Launch and promote
5.
Refresh
7.
Engaging Employees with Mobile Communication
How Do I Get Started?
27
Identify biz
needs
1.
Get buy-in
2.
Develop and test
4.
Build roadmap
3.
Measure
6.
Launch and promote
5.
Monitor
8.
Refresh
7.
Engaging Employees with Mobile Communication
Recap
28
A mobile (r)evolution is underway – what is your company’s strategy for
leveraging mobile to gain employee engagement?
• Text messaging
• Mobile applications
• Games
• Mobile websites
Today’s focus has been largely around health and benefits
communication – but can you visualize how some of these tools and
methodologies might be effective in communicating other initiatives
within your organization?
• Timely messaging
• Leverage personal data
• Direct connectivity to employees
Engaging Employees with Mobile Communication
Questions?
29
Jennifer Whitlow
Principal, Communication
(314) 719-2534
jennifer.whitlow@buckconsultants.com
Martin Hoffmann
Director, Communication
(314) 719-2591
martin.hoffmann@buckconsultants.com
Engaging Employees with Mobile Communication
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