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John Moses Debunks Old Approaches to Employee Engagement at MBGH Annual Conference

Every employer MBGH talks to says they want to increase the “health engagement” of their employees, but the strategies they have used so far just have not been successful. Does this sound like you?

If so, plan to attend MBGH’s Annual Conference “Got the Health Reform Blues?” on September 8, 2011 and hear John Moses, Principal at AON Hewitt, talk about the new “marketing” principles that employers should adopt to lead employees to short-term action and long-term behavior change.

John suggests that employers just will not succeed in engaging employees if they continue to use the approaches used for the past 20-30 years. These approaches were based on the premise that if employees understood their benefits and the issues around health, they would use their benefits wisely and make wise choices for their health. This education approach has had some limited success, but as John puts it “providing lots of education year after year hasn’t solved our problem. That means simply turning up the volume on education hasn’t worked”.

The bottom line is that employers have not provided a compelling, relevant case for why their employees should take action. Key ingredients to getting employees to take action are motivation and facilitation (making things easier for people to do). John suggests that there are four marketing principles employers should use to better engage their employees:

Benefits marketing principle #1: People get distracted and forget; repetition, across time, is vital.
Benefits marketing principle #2: Targeting fuels motivation and improves outcomes.
Benefits marketing principle #3: Wants are more important than needs.
Benefits marketing principle #4: Your “hero” is the customer, not the plan or program.

To John, these principles are easy to implement, but the real challenge is letting go of the old approaches, and old habits.

John knows what he is talking about. He has a PhD in psychology and is AON Hewitt’s communication behavioral change thought leader.

Register by July 15 to get reduced conference registration pricing and come learn directly from John how to increase your employees’ engagement in their benefits and health!

Posted by Cristie Travis at 5:54 PM

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