Strategies to engage millennials in health plans

by Jamie Henry07 Jan 2015
With most millennials seemingly convinced of their invincibility advisors face an uphill task of getting this group to see the light when it comes to health plans.

Here are four strategies from Aon Hewitt to engage this elusive demographic:

•    Understand what motivates
It is critical for employers to understand what motivates and engages Millennials. More than half of Millennials (55 per cent) report their motivation is "to look good," and not as much to "avoid illness." Employers should tailor their strategy and communications to show how poor health can impact an individual's energy and/or appearance.

•    Know how to reach your audience
Millennials are significantly more likely to prefer mobile apps, text, or popular social media to access both general and personal health information. Employers should explore social channels like blogs geared to individuals with certain health conditions, location-based tools like Foursquare and media-sharing sites like Pinterest. Short-form video sharing services like Vine may also be effective channels to reach this generation. Companies should also take advantage of apps and mobile-friendly websites to help engage employees in health and wellness campaigns. But, no matter the channel, the company’s communication must be authentic and hyper-relevant, which Millennials have come to expect in exchange for their attention and action.

•    Make it easy and convenient
Forty per cent of Millennials say they are more likely to participate in health and wellness programs if they are "easy or convenient to do." Employers should remove barriers to helping this generation create good health choices and habits by focusing on programs that meet their work/life balance. For example, employers should consider implementing walking meetings or group fitness events or offering on-site health and fitness programs like yoga or Zumba.

•    Add an element of competition
Millennials are the most likely generation to be interested in "friendly competitions." Employers may want to explore adding game mechanics and player-centric design, as well as competitions to motivate and engage Millennials. Company-wide well-being or fitness challenges, or providing access to a social web platform where individuals can buddy-up, build teams and initiate their own mini-challenges, may also be effective.