If you asked a typical HR leaders how flashy glitz of Madison Avenue and the world of consumer advertising fit into your job function, it would probably get more than a few raised eyebrows. However, much can be learned from HR advertising, especially as it pertains to addressing health behavior changes in the labor force.
with the cost of health insurance continues to grow far faster than the cost of living, the ability of HR departments to communicate effectively about health improvements has become more challenging. And not just communication about the services;. It is the driving involvement and performance measurement
Unfortunately, most Americans are doing a pretty poor job of taking care of their health and welfare, as evidenced by the rise in obesity, diabetes, cardiovascular risk, stress, anxiety and other lifestyle related conditions. Their inability to do what is "right" about their health - whether by improving nutrition, participating in exercise, preventive measures and dealing with acute or chronic health problems - impacts negatively not only on themselves, but also the efficiency and profitability of their organizations .
Although this is a national problem, it can effectively deal must happen at the "local" level -. What is your company
Changing health behaviors can be frightening. It is a process that requires a fundamental understanding of how employees think and make decisions about health choices. Not all employees are the same;. Each has a series of rational and emotional obstacles that stand in the way of appropriate measures and useful behavior
"Direct-to-Consumer Messaging
To improve communications targeted to health problems, a little perspective from Madison Avenue can help. Consider, for example, the lessons learned from the experience Direct-to-consumer (DTC) advertising of prescription drugs.
the time the DTC was started in 1980, and intensified in the late 1990s when the U.S. Food and Drug Administration relaxed regulations on broadcast advertising. About ten years ago, there was an increase in TV commercials for brands you know, the side effects that seemed horrible treatment of conditions you never knew you had.
Many of these commercials are good examples of poor communication. Despite millions of dollars that are invested, most of the ads fell on deaf ears, and some even hurt sales of the brand. But the lessons learned from this early experience in television drug advertisements can provide a useful guide to improve the behavior with the relevant message in the right media. Here is a four-step process for a good communication strategy of the advertising world:
1 Input
before you can plan an ambitious move forward, you know where you're starting od.Prvi step for advertisers is to analyze the situation. It includes a thorough understanding of current market dynamics, target audience and demographics, "psychographics" (ie, thinking), analyzes the competitive situation and the assessment of market forces that can affect the brand being advertised. The goals of advertising must be placed at this early stage.
Employers must develop a basic understanding of their workforce and health. This is best done with a series of data sets of insurance, health risks, biometrics, surveys and other elements that can help profile the workforce and to identify current and future health.
revisions employee perceptions, issues and ideas can help, as can a thorough analysis of future market trends in this area. Employers need to create a realistic set of goals for the next year or any other relevant period.
2 The intention of
ad agency planners and strategists, then write a Creative Brief, which serves as a work plan for tim.Art creative directors and copywriters who think up a unique and stimulating stories, hooks and prepare advertising ideas for review by the client team. This is usually followed by market research with target consumers, review and full production, ready to be shipped to the media.
in crafting messages for the workforce, there should be a similar amount of creative collaboration, not only between art and copy, but among the various departments and groups that will be provided to key health messages throughout the year. Communication designed to stimulate employee actions should be planned, integrated and coordinated to generate maximum impact.
the actual content should be a combination of broad-based messages applicable to all, and targeted information for specific demographic populations or diseases diagnosed individuals. Some of it might be available "on-demand" as the best online source of information from the intranet. However, whenever possible, to create a sequenced series of communications to facilitate learning and activities to effectively build the full change in behavior.
3 Implementation of the
Once the campaign has produced, there is usually a "pre-launch" period in the preparation of key stakeholders for the coming campaign launch and expansion of the campaign launch. This is often an event in itself with the public plans to get news and synchronized media rollouts in selected print, broadcast and on-line vehicle. Typically, advertising is intended to get not only the consumer target, but also retailers, wholesalers and others associated with the brand distribution.
employers should take into account the time and the media alike. Most employees are focused on their jobs and can not respond to health-oriented message. Messages about health improvement or disease management initiatives should be given the same consideration as the ad campaign. Assess the different media options that can affect online and offline and incorporate them all into thinking about where, when and how to deliver campaigns and monitoring of communications.
launch, which includes the CEO or top manager is the best way to show that the company is fully invested in inicijative.Sastanak town hall or video announcement, or even a day of health, are all good ways to start getting all the attention and create interest and commitment to forward action.
4 Influence of
Although there are still myths about whether advertising works, the actual measurements of the effectiveness of the campaign has become sophisticated. Most advertisers of consumer behavior research on awareness, interest and intent, they follow the shipment and sale of stamps closely gauge the effectiveness. Mid-course corrections are not uncommon, and at the end of action is usually a measurable return on investment for the effort, if the advertising and brand to meet customer expectations effectively.
Similar principles apply to the employer's behavior-change initiatives. Be very clear in the beginning about the goals and what can be measured and how often. If the cost of capturing data or research staff, make sure it is in the budget. Be realistic about what can be achieved, and be sure that the measurements at least once a quarter. Employee feedback is part of mjeĊĦavine.Rezultati should include health improvement and continuous improvement of communication and intervention process.
In addition, management reports, may all your people know how and where its needed improvements to be made. In this way, they will feel they are part of the effort and it is not just a select few. It takes some extra work, but the results can be rewarding for employees and profitable for the company.
So the next time you think about Madison Avenue, remember that his tactics may be part of your world, as director of health benefits, too.
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