The Well-Being Journal

Connecting Consumer Voice

Jennifer Rudloff

Man on BenchIf you were hoping to develop a program that would appeal to the interests of mac users, it’s unlikely that you’d turn to PC users for advice. The same principles apply with well-being improvement solutions: In order to develop engaging healthcare solutions we must turn to our end users and understand their attitudes and motivations. Enter Healthways Well-Being Voice™, a newly created, on-line community of over 500 working and retired healthcare consumers who express their opinions, ideas, and attitudes, describing behaviors and motivations for improving their overall health and wellness among other topics:

  • Employer benefit program structure, incentives, and rewards
  • The role of and importance of communications
  • Perceptions of existing and potential products, solutions or services as well as reactions to marketing and web content ideas

The research community fosters collaborative input from individuals at varying health risk levels who deal with any of a number of chronic conditions in areas such as emotional/behavioral health, diabetic/metabolic and cardiovascular conditions, as well as those dealing with overweight and/or obesity issues. This is one of the first on-line social communities in which all aspects of Well-Being are potentially discussed, providing rich qualitative understanding to consumers needs.

Recently, we’ve gathered and applied insights in the following areas:

  • Listening to consumer definitions of Well-Being in their own words, members discuss the important balance between physical and emotional health. People describe details to us about their views of happiness, prosperity and the important role of family, friends and enjoying the activities of their choice.
  • Members share personal stories, sometimes coupled with photos submitted from times in their lives when they took significant measures to improve their health and they detail of the factors that influenced them. This is providing Healthways added consumer perspectives about behavioral change, incentive insights and engagement that we apply into our mission to enhance Well-Being Improvement Solutions for our clients and guide the development of new markets.
  • Nearly all of our members are mentioning challenges in diet, adhering to medication, exercise regularity and for some, smoking cessation. We’re getting wonderful stories from community members. One member noted that in the years following his military service, he realized he had a tendency to adopt a sedentary lifestyle. Once he returned to a more vigorous regiment of exercise, he found many health risks diminishing and his overall health improved. Another described how just a single flight of stairs resulted in shortness of breath which drove his own story of change. And another women described how the early loss of a parent resulted in personal motivation to slowly yet steadily move towards a healthier diet for her and her family.

Healthways certainly benefits from this community as we apply direct consumer voice and opinion into our suite of engaging solutions for total population health. But we’re not the only beneficiaries. The community members themselves are finding the interactions and introspections rewarding. As one commented, “It's great to find others on here where we share so much in common!” There’s no better way to learn than to learn from one another.

Topics: Market Research Workplace Well-Being Well-Being Voice Business Performance Community Needs Assessment Healthways Well-Being Voice Well-Being Improvement Solutions Healthways Wellness Program Online Community Consumers