LIFEHEALTH & WEALTHRon Watt, Second VP of Wellness & Engagement
LifeHealth & Wealth update
• Onsite screening event (lessons learned)
• LifeHealth & Wealth – What is it?– What have we learned?
• Voice of the customer• Consultant findings
– Solution enhancements– How is it best leveraged by producers?
• Where do we go from here?
HealthFitnessA Trustmark company since 2010
Serving one out of five Fortune 100 firms
HealthFitness overviewDivision of Trustmark Mutual Holding Company• Years in business
35• HealthFitness revenue (2012) $128
million• Number of associates nationwide 5,000+• Number of clients
250+• Covered lives 3.5
million• Participant satisfaction 94%• Client retention
94%• Client awards: NBGH, IHPM, C. Everett Koop,
WELCOA, multiple state awards and others
Producer conference onsite screening event
• We wanted you to experience our health screening services…
What could have been….
• It’s free, it’s convenient and we had poor participation…
What happened?
• Made the same mistakes thousand of HR people make every day:– Assumed because WE personally understand the
benefits that all employees must think like us…offer it and they’ll come!
Onsite Screening Event
• “We” gave you no compelling reason or incentive and communicated via stealth tactics…
• Result – we had 18 of 130 attendees sign up
Onsite screening event
• To promote wellness programs, it takes sustained effort and proactive (over)communication!
• Employees need:– Awareness– Trust– Buy in - What's in it for them– Multiple methods of ongoing communication– Incentives or simply a call to action
• How could this possibly be communicated on a postcard (or wellness table, etc.)?
Common client challenges
Rising healthcare costs
Employees are unengaged in managing their health
Employees lack knowledge of benefits options
8%
Employers impact 80% of the “influencers of health”
Source: Centers for Diseases Control and Prevention, University of California at San Francisco, Institute for the Future. Reprinted from Advances, Robert Wood Johnson Quarterly Newsletter, 2000; 1:1
Influencers of Health
Access to Care
Environment Genetics Health Behaviors
Health Behaviors
U.S. Healthcare Expenditures
88%
OtherAccess to Care (treatment)
4%
10% 20%20% 50%
Employer Impacts
LifeHealth & Wealth solutionEmployee engagement solution • Drives participation for the
right reasons
Employee engagementthrough 1-on-1
communications
Physical well-being Financial well-being
Financial solution - enabled by voluntary products• Provide financial well-being• Fill gaps in benefits
Wellness solution• Helps clients improve
employee health and contain costs
Engagement solutions
Multimedia communications designed to trigger
employees to think about their current lifestyle and
overall well-being.
Get their attention
Engagement solutions
One-on-one messaging formulated to educate
employees about the available wellness programs, motivate
them to participate and stimulate engagement.
Motivate action
Engagement solutions
Multimedia communications intended to encourage ongoing participation in your wellness
program.
Keep them going
Multidimensional engagement
• Pre-launch communication campaigns
• Meet with a benefits counselor one-on-one
• Engage employees to take the first step with a path
• Post-launch communication campaigns
Engaged &
participating
employees
• Plan design
• Incentive programs
• Behavioral economics
• Core business strategy
• Health risk assessment
• Biometric screening
• Health advising & coaching
• Walking and other “fun”
programs
Wellness solutions
INPUT ADVISE ACTION
1 2 3DRIVES
RESULTS
Reporting Suite
eHealth platform
Physical well-being
HRABiometric Screening
(optional)
Health AdvisingDaily Emails
Monthly NewslettersQuarterly Webinars
Health CoachingPersonalized Lifestyle
ProgramsSpring walking programFall web-based program
LifeHealth & Wealth is amodular solution• Enhance employer’s
existing wellness program with engagement solution
• Bundled wellness & engagement solutions for the mid-market (100 to 3,000 lives)
• Customized wellness & engagement programs (typically 3,000+ lives)
Market feedback• While we’ve been inspired that:
– Clients need this solution
– Brokers like to offer this solution
– It provides producers another compelling communication solution
– Clients get positive results
Market feedback• We’ve also heard loudly that:
– Clients (and producers) like to customize
– Clients don’t always like being told to tie programs together (e.g. voluntary and wellness)
– Many clients don’t want to make choices – would rather an “expert” tell them what to implement
Consultant feedback
• Market opportunity– Much larger than anticipated– Recognize strength in broker distribution
• HealthFitness solutions– In line with market desires– Acknowledged many do not see
tie between voluntary benefits and wellness (three decisions necessary)
Large and growing mid-market for wellness:
• Big opportunity– ~$800m available market
($360m via brokers), fragmented competition, emerging innovation areas
• Right solutions– Large and growing “full-range wellness” buying
segment with advantage for single-vendor with broad solutions offering
LifeHealth & Wealthenhancements for 2013• Positioning:
– Wellness tailored solution options– “Why wouldn’t you?” vs. “You have to.”
• Health screening package options/tablets tech• Addition of achieve incentive tracking option• Engagement - more multimedia available• Modular marketing pieces• More systems flexibility coming
– >$25m investment in Portal 2.0
Wellness solutions
1 2 3DRIVES
RESULTS
Reporting Suite
eHealth platform
INPUT ADVISE ACTION
HRABiometric Screening
(optional)
Health AdvisingDaily Emails
Monthly NewslettersQuarterly Webinars
Health CoachingPersonalized Lifestyle
ProgramsSpring walking programFall web-based program
“We can’t afford that program.”
“We want to start with the basics and grow.”
Tailored solutions - positioning
“Can we offer coaching to everyone?”
“Can we reach out to every participant regardless of risk
status?”+Engagement solution!
Biometric screening
Worksite screenings
• Tablet technology– Electronic waivers– Enhanced health advising– Electronic confirmation of results– No internet or wireless required– Time/date stamped event data
Engagement solutions
• Post-enrollment communications– Flyers– Posters– Email & direct mail template–Motivational clips
Employer marketing materials
– Additional specifics for each area
– Overview (elevator pitch)
• Modular approach for a modular solution
– Recommended & tailored solutions
Leveraging wellnessStage 1
You have never sold voluntary benefits, or you’re just getting into the
voluntary world.Stage 2You have sold voluntary benefits, but you have yet to leverage a proactive
approach to sales.
Stage 3You have leveraged other value-added services with voluntary sales, but you haven’t leveraged wellness.
Stage 4You have fully leveraged wellness to sell voluntary benefits.
Stage 1Large regional brokerLeveraging wellness as a way to
enter the VB market
Objective: Find a way to expand revenue for the agency and solve wellness need for client
Solution: Provided LH&W in conjunction with VB
Results: Client was provided a subsidized wellness solution and agency drove new revenue. Saw 87% of EE’s & sold over $730,000 in premium
Stage 2
Large Midwest broker
Using wellness to increase VB
sales
Objective: Successful health brokerage seeking more
proactive VB sales activity
Solution: Provided LH&W as a value-added solution to
help drive VB sales
Results: Sold first VB case (1,500+ lives)
Stage 3Small regional brokerImpacting employee
health through VB
Objective: Client needed to improve the health of itsemployee population
Solution: Broker provided LH&W’s engagement andwellness solution
Results: Drove high engagement levels (without incentives) and made a positive impact on group health risks
Stage 4
Long-time client
Using VB to drive wellness
engagement
Objective: Increase participation in an existing
wellness program
Solution: Leveraged VB to develop custom
engagement solution
Results: Of employees seen, 77% signed up for 1 or
more wellness programs
Leveraging wellness
LifeHealth & Wealth
• Trustmark VBS will be the premier wellness solution for mid-market employers
• Leveraging VB with wellness is a no-brainer• Brokers are the key mid-market distribution
partners• We want to continue working with you
to provide your clients with the best engagement and wellness solutions
• Drive business by helping people help themselves….
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