2. Roadmap Planning

Most of our customers know they need to elevate their game in their ability to effectively engage their target audience. They recognize that to be successful in changing health behavior, they need to find the right ways to motivate and influence individuals toward "doing the right thing".

It should be easy to get people to recognize the importance of this, right?  Habits and inertia are hard to break, and it takes a concerted and sustained effort with the right message strategy and media channels to penetrate and have impact. 

Self Assessment

0. Are your health and well-being improvement metrics clearly defined?
0. Do you have a well planned Roadmap that defines the full year's activities?
0. Have you fully integrated your consumer insight with the communications, incentives, and interventions strategies?

In advertising, we talk about Awareness, Interest, Desire and Action (AIDA) - the four phases of the consumer advertising process.

We have incorporated that and more in creating our 12 Point Branding Blueprint that outlines the end-to-end strategic process in designing and activating your health and well-being program brand.

It is predicated on the idea that we need to emphasize the demand-side of the equation

• What is the demographic and psychographic make-up of your audience?
• What are the barriers in their consumer decision pathway?
• How can key messages break through and speak to them?
• What sort of incentives and rewards are most relevant? 
• What interventions will lead to the desired behavior change?

These and other questions are essential to the planning process, in considering how to prepare a roadmap that will hold up and stand the test of time, yet offer enough flexibility to enable smart tweaks as actions are measured.