August 3, 2010 
Colloquy published a good article on Health Loyalty Lessons. It pointed out 6 things that were important:
- Short-term incentives can mean long-term payoffs.
- Understand your objectives if you want to offer the right benefits.
- Communicate. Communicate. Then communicate some more.
- Strike a balance between hard and soft benefits.
- Stay relevant if you want consumers to stay motivated.
- Raise the bar.
These are good points (and more detail is in the article). They’re relevant whether you’re doing a full blown loyalty or incentive program or simply focusing on the WIIFM principle (What’s In It For Me). This is why healthcare communications is such a hot area right now.
- Who do I communicate with? (targeting)
- When do I communicate with them?
- How do I communicate with them? (letter, call, e-mail, text)
- What message will drive them to act?
- How do I measure success?
- What’s worked before…for the individual or for people in the same segment as the individual (gender, age, condition, income, plan design)?
Enabling Healthy Decisions 
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