The Challenge
A well-known Managed Care company was considering adding a rewards program to stimulate positive health-related behaviors among its patients.
Management needed to:
Explore the experiences and attitudes of healthcare consumers toward rewards programs.
Capture what worked and is attractive in a rewards program resulting in increased brand loyalty.
Evaluate the potential structure and features of a wellness rewards program concept that had been recently designed by the company.
The Findings
The research identified the following:
There was a strong preference for immediate gratification through cash back rewards and healthcare-related discounts.
Participants were receptive to earning points toward rewards if redemption provided items or experiences which the individual found valuable.
Participants expected a clear explanation of the rewards program’s rules, no cost for participation, and rewards that do not expire quickly.
Preference for regular rewards with reasonable thresholds rather than requiring the accumulation of a large number of points to obtain a single high value reward.
Participants expressed a preference for personalized rewards, while recognizing the potential loss of privacy that can accompany such program designs.
The Solution
The Olinger Group conducted a comprehensive qualitative research program consisting of s series of IDIs and focus groups to examine the appeal and potential behavioral impact of various types of wellness rewards. The study focused on patients with no history of serious illness as well as those currently under care for a significant health condition.
The Outcome
Research results provided by The Olinger Group enabled the company to restructure its online app to integrate the new wellness rewards program concept, incorporating suggestions directly from healthcare consumers.
Adoption of the new program structure produced a boost in measurable wellness behaviors among healthcare consumers, including an increase in wellness visits driven by the new rewards program.
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