Having engaged customers that want to re-enroll in benefit products is the holy grail of 2017 for benefit providers. Engaged customers tend to spend more long-term and are more affordable to keep than acquiring new customers. We’ve reviewed some benefit engagement campaigns that have been done and created our top 3 techniques that will screw up a benefits or member engagement campaign.Read More
Many studies have shown how effective email marketing is, particularly with keeping your brand in front of the customer, and it’s one of the cheapest ways to do so. While email might not seem as glamorous as channels like social media, most consumers say they would rather be contacted through email than any other channel, and it has the highest conversion rate. Most benefits providers have specific needs to address when it comes to email engagement. Learn how to address those needs and create emails your consumer will look forward to receiving each month.Read More
In the world of content marketing, it can be a challenge to be unique and engaging. It’s important to experiment with new ideas to engage your potential customers to avoid being more of the same. We love to experiment. In creating new engagement campaigns for our clients, we have discovered a few creative ways to produce content. Here are 3 ways to market disability insurance most everyone misses.Read More
While many people believe that information is free on the Internet, savvy marketers know that this isn't really the case. Many consumers will gladly exchange their contact information in order to download information about topics that interest them. This contact data is prized by organizations for its value in lead nurturing efforts. In the marketing world, this approach is known as content marketing.Read More
Recent statistics and studies predict a changing market landscape for associations and member organizations this year. Specifically, there will be big changes in the areas of member marketing, online benefits enrollment and benefits administration. Following you’ll find a few of these key facts and their potential impact on your organization:Read More
Engagement marketing is a communication process that focuses on building relationships to ensure each side is receiving significant benefits. By its very nature, it requires two-way dialogue in order to ensure that members feel heard, supported and valued. Following are a few strategies that every member organization should pursue to support this powerful process:Read More
The importance of member engagement
Engagement marketing is a critical communication process that focuses on proving value by providing informative, relevant information. As a result, members will be more receptive to messaging and willing to invest time and money in exchange for access to such valuable content, e.g., benefits, discounts, and networking opportunities.
Topics: member engagement
The wellness industry is growing rapidly and it now encompasses many different types of programs and services—from online health information to preventive screenings, fitness calculators, health risk assessments and more. Many of these services are offered through members-only websites and are provided to individuals by employers, associations and member organizations. That’s because all of these groups have a vested interest in helping the people they serve stay healthy while increasing overall retention.
In fact, research shows that wellness programs can measurably increase engagement, a factor that has been directly tied to retention and renewals. Right Management has revealed that individuals are eight times more likely to have high levels of overall engagement if their employer offers a wellness program.1 These results could easily be applicable to associations and member organizations as well.
Wellness programs are also highly valued by members themselves for a variety of reasons. These include:
Personalized, research-based health information
There is a wide variety of health information available online, but a great deal of it is not based on proven medical practices. Wellness programs can offer targeted, research-based information that is meaningful to members.
Early identification of health risks
Some wellness programs include online health risk assessment (HRAs)—simple questionnaires that help members identify risks early, when they are most likely to be managed by lifestyle changes. This information may be used by the wellness vendor to create a personalized wellness plan with recommendations based on the member’s health needs. Other wellness/preventive care programs may offer access to screenings that can provide early detection of certain conditions such as heart disease, high blood pressure, diabetes and more. Many of these screenings require only a simple blood draw or finger stick.
Goal-setting and tracking for health improvement activities
Most wellness programs also offer online calculators, fitness trackers and nutrition diaries that can help members set realistic goals and measure their progress. In fact, some programs even offer “incentives” for members who reach specific goals such as weight loss or smoking cessation—including giveaways, gym membership discounts and more.
Wellness programs are no longer just a “nice to have” for organizations—they have become an important element of a comprehensive benefit offering. They may also be offered on a voluntary or member-paid basis, which can increase non-dues revenue for associations and member organizations.
To learn more about wellness programs, preventive screenings and other voluntary benefits that are in high demand download a free copy of our latest white paper.
1. Right Management (A Manpower Company) and World Economic Forum. “The Wellness Imperative: Creating More Effective Organizations.” 2010.
Topics: member engagement
Millions of Americans search online for health-related information, guidance and support each year. This information may be for themselves, a loved one or friend. Given that there is such a wealth of health information on the Internet, why should your member organization or association bother to offer tips and insight in this area? Unfortunately, because there is such a large amount of content available, your members may have difficulty separating out reliable information from fads and falsehoods. It can also be challenging for members to find the most meaningful content based on their personal health needs.Read More
Topics: member engagement