Get Heard: How to Capture Attention and Drive Behavior in Benefits Communication. Vlad Gyster, CEO and Founder, Airbo

Transcription

1 Get Heard: How to Capture Attention and Drive Behavior in Benefits Communication Vlad Gyster, CEO and Founder, Airbo

2 Today s Agenda 1. My background 2. Why it s hard 3. Generational differences 4. Communications = behavioral design 5. Targeting 6. Metrics 7. Discussion 1

3 My background 2

4 Text me

5 Why it s hard 4

6 People have changed "People lose concentration after eight seconds, highlighting the effects of an increasingly digitalized lifestyle on the brain." - Time, May

7 ACTION HDHP Benefits are more complex. HR Increased Complexity Wellness Health Risk Assessment HSA/HRA Biometrics Consumerism EMPLOYEES HMO/PPO NOTIFICATION 6

8 The engagement gap 7

9 Generational Differences: Are we really so different? 8

10 2015-Q1 Millennials surpass Gen Xers as the largest generation in U.S. labor force. PEW RESEARCH CENTER 9

11 There is a lot of talk of how different Millennials are. They only care about nap pods right? 10

12 But it s still a multi-generational workplace. If we re that different, we re in trouble. 55 Million 50 Million 50 Million 11

13 The reality 12

14 Age is a predictor of technology use, but by very little : 86% 30-49: 80% 50-64: 64% 13

15 Age distribution at Fujifilm Airbo users almost exactly matches eligible population age demographics 14

16 Lower income Americans are disproportionally smartphone dependent. 15

17 PwC asked Millennials: Which of the following factors do you believe make an organization an attractive employer? 16

18 Generational Differences: What is different? 17

19 Millennials are living with their parents, delaying marriage and kids. Benefit mix may need adjusting to account for more unmarried people. 18

20 There is evidence to suggest that long term, Millennials will fit traditional patterns, but the Singe / Unmarried life stage is lasting longer 19

21 Compared to past generations at this life stage, they spend much more on health care and have more debt which makes HDHPs attractive 20

22 HDHPs have a lot of potential downside for Millennials because they have high debt levels 21

23 That leads to less savings in HSAs, and they don t get the care that they need More than half of the Millennials (54 percent) and Gen-Xers (53 percent) reported delaying or avoiding treatment due to costs compared to seniors (18 percent) and Boomers (37 percent). - PNC Healthcare 22

24 Millennials are the most risk averse generation since The Great Depression 23

25 The great news: Millennials are primed for healthcare consumerism! 24

26 The problem is that they don t understand health care they need the tools and education Half of the participants couldn't define "deductible," and three quarters couldn't explain "coinsurance. 25

27 Communications = Behavioral Design 1. User First! 2. Reduce Friction 3. Create Habits 26

28 1. User First! 2. Reduce Friction 3. Create Habits 27

29 People consumer information like a reverse funnel Scanning: Little attention to many things. Get their attention: Facebook post, Buzzfeed headline. Deep-dive: Lots of attention to a few things. Give the details: NYTimes / WSJ article. 28

30 What is the user is ready to process based on their stage? 29

31 1. User First! 2. Reduce Friction 3. Create Habits 30

32 Friction People love and use things that reduces friction. Identify a process. Take steps out of that process until it becomes easier for the user. 31

33 Uber PRE-UBER Plan Call Call & Wonder How far is the car? Fumble with wallet to pay Decide how much to tip POST-UBER Click one button 32

34 What puts friction into the lives of your users? 1. What are the super tactical things that make it harder for them to complete an objective? 2. Remove as many of those things as possible. 33

35 Friction costs us a lot of money 2009 incentives spend: $260 $260 $ incentives spend: $594

36 1. User First! 2. Reduce Friction 3. Create Habits 35

37 Habits The things that we don t think about and take for granted because it s the way we do things every day. 36

38 Habits can start in different ways, but they all follow a pattern 1. TRIGGER Frequency Varies by Habit 3. REWARD 2. ACTION

39 For example: Newspaper Subscription 1. TRIGGER: DELIVERED TO YOU REMEMBER CASH TO PAY GO TO THE STORE Daily 3. REWARD: FEEL KNOWLEDGEABLE 2. ACTION: READ IT

40 Newspaper Subscription + Phone eliminates even more friction 1. TRIGGER: DELIVERED TO YOU REMEMBER CASH TO PAY DECIDE WHAT TO READ GO TO THE STORE Daily AWKWARD TO HOLD ON THE TRAIN 3. REWARD: FEEL KNOWLEDGEABLE 2. ACTION: READ IT

41 Examples of digital habits Trigger I need to find something Action Search Google I m lonely Check Snapchat I don t want to miss this moment Take picture on Instagram

42 Targeting 41

43 Personalization Using someone s first name is a promise Making correct use of data is a challenge Have to create tons more content We ve seen success in identifying unique employee populations New to the HDHP this year Haven t enrolled in 401k or done the Biometric Screening Locations Jobs (aka Sales) 42

44 Metrics 43

45 Technology Lean Process 1. GOAL 5. LEARN 2. BUILD 1 to 3 weeks 4. MEASURE 3. LAUNCH

46 Metrics It s a process The basics: Unique vs. Total How many people saw it, understood it, did it? 45

47 Discussion 46