Cerner health navigators utilized one-on-one outreach including personal emails and telephone calls to provide support and promote program resources. At the same time, tailored marketing communications also helped drive employee participation.
Since 2007, Geisinger Health and Plan has offered a health and wellness program (myHealth Rewards) to its 30,000 employees to reduce health care costs and help employees take control of their health.
At the end of 2016, however, Geisinger's leadership team realized that nearly 4,000 employees hadn't been successful in completing the myHealth Rewards program. The population included individuals who were disengaged or did not meet their wellness program goals. Of this population, more than 80 percent had not met their body mass index (BMI) goal.
To increase participation in myHealth Rewards, Geisinger implemented Cerner's Health Navigation Services and personalized engagement strategy to encourage employees to fully participate in the program.
As a result, 82 percent of the employees who were a part of the advanced member engagement program began taking steps to participate in wellness activities. Of those who participated, 37 percent successfully met all myHealth Rewards requirements, including 1,210 employees who did not meet their goals in 2016. More than 590 employees successfully completed the program for the first time in three years.
In addition, the percentage of employees who successfully met their BMI goal increased by 20 percentage points1.
"Cerner's personalized engagement approach helped our most disengaged employees succeed in myHealth Rewards — many for the first time ever," said Allison Hess, Vice President – Health, Steele Institute for Innovation, Geisinger.
Data analysis had shown 65 percent of the employees had not successfully completed the program for three consecutive years ― with employees having either stopped participating in the program or been unsuccessful in meeting their health goals.
"We uncovered a large group of employees who were highly engaged in the program, but had never received the premium benefit," said Hess. "We also found several employees who were at one point engaged, but for different reasons had become disengaged from the program."
To increase successful participation in myHealth Rewards, tailored marketing communications were used. One-on-one outreach from a Cerner health navigator included personal emails and telephone calls to provide support and promote program resources.
As part of a marketing campaign, each employee received personalized in-home mailers and emails with action-driven messaging to increase registration, screening attendance, health coach participation and successful program completion. These messaging methods were tracked to determine the program's effectiveness.
"Our Cerner health navigator was instrumental in the success of the program through the outreach and personal connections she made with our employees," said Hess. "She really became a part of our Geisinger team."
In 2019 and beyond, Geisinger's employee engagement strategy will expand to include additional population segments.
1 From 16 percent in 2016 to 36 percent in 2017Download full case study