Welcome to another edition of the Wellness Minute. I’m Gary Cassidy.
Advertising is about understanding your target audience. In this case, it’s the participants engaging in your wellness program. Many of you may have noticed that when you’re online and you see ads pop up whether you’re on Yahoo, Google, or AOL, that the advertisements seem to be specifically targeting your interests. Coincidence? Not really. You’re being targeted based on your online browsing history.
Why do they do that? Because these companies are looking to drive you back to their website, or visit a new website, and buy more stuff. The same approach can be taken with your health & wellness program. As we discussed in our last edition of the Wellness Minute, based on the marketing that you did on your population, you should have a solid understanding about what drives and motivates your employees.
How you leverage that marketing is called advertising. And it can be applied in several ways:
- How often you communicate with your population
- What media do you use to promote your wellness program
- How you target your different demographics such as Millennials or Baby Boomers
- How you incent your population
- What you ultimately want them to do
Many people have frequently heard me say, “Wellness and disease management is not a one size fits all solution.” While core strategies always apply, solutions are driven by your organization’s objectives, culture and population. Advertising’s ultimate goal isn’t to force the issue and try to put a square peg in a round hole; it’s goal is to make the product seem easy, relatable and necessary.
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