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

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Page 1: Engaging Employees with Mobile Communication

A Buck Consultants Webinar

Martin Hoffmann and Jennifer Whitlow

April 17, 2012

Engaging Employees with Mobile Communication

Page 2: 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

Page 3: Engaging Employees with Mobile Communication

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

Page 4: 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

Page 5: Engaging Employees with Mobile Communication

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

Page 6: 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

Page 7: 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

Page 8: 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

Email

Music

Apps

Page 9: Engaging Employees with Mobile Communication

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

Page 10: Engaging Employees with Mobile Communication

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

+

Page 11: Engaging Employees with Mobile Communication

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

Page 12: Engaging Employees with Mobile Communication

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

Page 13: Engaging Employees with Mobile Communication

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

Page 14: Engaging Employees with Mobile Communication

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

Page 15: Engaging Employees with Mobile Communication

Demo: My Mobile BenefitsTM

Page 16: Engaging Employees with Mobile Communication

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

Page 17: 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

Page 18: 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

Page 19: Engaging Employees with Mobile Communication

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

Page 20: Engaging Employees with Mobile Communication

How Do I Get Started?

20

Identify biz

needs

1.

Engaging Employees with Mobile Communication

Page 21: Engaging Employees with Mobile Communication

How Do I Get Started?

21

Identify biz

needs

1.

Get buy-in

2.

Engaging Employees with Mobile Communication

Page 22: 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

Page 23: 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

Page 24: 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

Page 25: 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

Page 26: 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

Page 27: 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

Page 28: 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

Page 29: Engaging Employees with Mobile Communication

Questions?

29

Jennifer Whitlow

Principal, Communication

(314) 719-2534

[email protected]

Martin Hoffmann

Director, Communication

(314) 719-2591

[email protected]

Engaging Employees with Mobile Communication