Point-of-Sale And Wellness -- Health Plan Members Can Cash In At Teachers
Point-of-Sale Wellness, Explained
Point-of-sale wellness defines a new process of participation that health plans are using now to help support their business model, and at precisely the exact same time, encourage members to be active participants in living a healthier, happier lifestyle. Health plans and their retail partners have found that the best chance to assist their associates and customers make buying decisions that may directly affect their health happens when they're physically within their recognizable retail environment. Leading health plans and retail partners are moving forward on this chance by deploying point-of-sale health programs and making them a vital part of their member involvement strategy.
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Market Need for Wellness Incentives and Benefits
The customer's lack of understanding of the fundamental building blocks that contribute to their personal health and their role in optimizing those parts is a significant driver of US health care costs. Research suggests a strong disconnect in customers' on-the-spot ability to make decisions, often erring in favor of immediate gratification over the brighter or fitter of the choices at hand. It's with this insight in mind that incentives were employed in health care. Incentives have the capacity to incite a healthy action on behalf of the user, and to bridge the difference between immediate gratification and the healthy alternative; health incentives handle both of those options concurrently.
Wellness rewards and incentive programs are available in many forms, but with one common goal: to shape behaviour by helping in members' wellness decision-making, leading to better overall health and more conscious lifestyle choices. For health plans, they're built with the end goal of assisting plans reduce medical claim costs for avoidable chronic diseases as members change from high-risk status to reduce risk status.
Annually, these programs continue to gain traction, since they're a win for all stakeholders: the member, the health program and the retailer. Members earn financial rewards for completing specific behaviours that enhance their health and get discounts on products they love; the health program, in turn, benefits from a reduced variety of health care claims and a healthier, more engaged member base, combined with improved member retention and acquisition. And the merchant benefits from increased foot traffic and sales.
Consumers Want Benefits and Incentives
Many recent studies indicate that rewarding for healthier behavior is a wise business choice: A 2014 Welltok survey revealed that 96 percent of consumers would change their behaviour if they had been rewarded. 75 percent of respondents agreed that they would see their health program more favorably if it sponsored a program that honored members for healthy behaviours, including that 81 percent are more likely to renew with their health plan if a health rewards program were an alternative.
Moreover, a 2013 Harris Interactive study revealed that 73 percent of customers would lose weight when they had been incentivized, while 75 percent would have their blood pressure checked. 51 percent would have their lifestyle options scrutinized and take part in a plan to lose weight or control diabetes, while 68 percent would have their blood glucose or cholesterol checked. It's apparent that'incentive-driven healthcare' isn't going away any time soon.
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Deployment of Point-of-Sale Wellness Programs
Retail wellness incentives are intended to help improve behaviour by rewarding positive decisions, which could lead to improved health, moving members at the direction of self- and - preventative-care. These programs are constructed to bring personalized rewards to members to be able to shape buying behaviour and make members' lives easier. By providing members with discounts on health and wellness items such as produce, vitamins, infant products and OTC drugs, plans enable the consumer, making the healthy decision the simple answer.
Shifting the Behavioral Economics of Food
Lessons from nutrient alterations within the federally-funded SNAP and WIC Programs
The human diet has an enormous role in general health and wellness. Proper nutrition is among the less costly and more effective strategies to fend off most chronic diseases and their associated risk factors. But food that's high in calories and low in nutrition will be more affordable and more accessible, making affordability of healthy foods more difficult for lower income families. It's not surprising that simply providing food subsidies doesn't alter this truth. Bearing this in mind, a study was initiated in 2009 on the federally-funded SNAP (Special Supplemental Nutrition Assistance Program), previously called the Food Stamp Program, and the WIC Program (Women, Infants and Children) to enhance dietary intake among participants.
The research customized the products consumers were permitted to buy; for example, participants were given coupons targeted at raising fruit, vegetable and whole grain intake, while limiting certain foods high in carbohydrates and fats. Users would have to pay out-of-pocket for any foods not subsidized as part of this program.
A recent newspaper was published that examined the purchase data collected throughout the duration of the research, and the results demonstrated that using fiscal incentives to gently encourage consumers toward healthy foods helped participants go away from their customary less expensive junk food alternatives. Directing consumers' spend was discovered to not just advocate them toward the healthier options, but also influenced the whole shopping cart, including other products purchased outside of the analysis in exactly the same basket. Researchers found that a year after the program was implemented, buy of the less healthy choices dropped by 25%, while participants improved their whole grain, fruits and vegetable intake by 5 percent.
Upon reviewing the data, program administrators were impressed by the efficacy of these financial benefits for short-term wholesome behaviors that resulted in long-term behavior modification, in addition to the ability of the initiative to help contain costs related to diet-related chronic ailments.
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Case Study: The Customer Experience and the OTC Network®
Jane is 68 years old. She's been struggling to control her Type 2 diabetes for more than two years, taking insulin treatment along with an oral medication, exercising frequently, and wanting to eat healthy as far as her funding permits. She often shops at CVS and stops from the drugstore on her way out for any prescriptions. CVS is just two blocks from her house, and it has provided a fast and effortless shopping experience for her for several years.
Jane's health program has teamed up with InComm Healthcare & Affinity to provide her with an OTC Supplemental Benefit Card that's loaded monthly with her Medicare Advantage benefit dollars. Because of this, Jane may now utilize her health plan benefit card towards thing purchases at CVS and several other favorite retailers, to bring home her diabetic multivitamins, in addition to a lot of other OTC items such as bandages, sunscreen or Aspirin. She can also pick up supplements and Kleenex on her way out and will tend to do so, because her strategy has supplied her with discounts on numerous particular regular products, with the swipe at the same health plan benefit card at checkout.
Jane is thankful that her health program is dedicated to helping her manage her health, and knows the continuing struggle of the everyday burdens of diabetes control. She returns home motivated to eat healthy, feeling thankful that she's playing her role in self-health direction, while also remaining budget-conscious.
InComm Healthcare and Affinity are specialists in assisting health plans inspire behaviour change in their members through retail incentives and benefits programs. To find out more on InComm Healthcare & Affinity's point-of-sale health platform, please see www.incommIHA.com.
About the Writer:
David Vielehr is a Senior Vice President in InComm, the biggest prepaid payment technology company in the world, as well as General Director of InComm Healthcare & Affinity (IHA), InComm's fast-growing healthcare department. In this role, Vielehr accounts for IHA's Improved Payment Platform and the numerous channels that are served by the technology. Vielehr has extensive experience working with retailers, consumer packaged goods companies, health plans and membership organizations.
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