Leveraging Behavioral Economic Principles to Drive Website Engagement
Jan 03, 2015
Using applied behavioral science, consumer research, website design and content-management system experience, an award-winning healthcare reform web portal was created.
Situation
BI WORLDWIDE applied behavioral science, consumer research, website design and content-management system experience to develop an award-winning healthcare reform web portal for one of the nation’s largest health benefits companies.
Challenge
Develop and launch a website dedicated to healthcare reform for current and prospective health plan members while establishing the client as a credible and primary source of information related to the Affordable Care Act. Ultimately, increase brand awareness, retain existing members, and acquire new qualified customers.
Solution
BI WORLDWIDE (BIW) designed a two-phase approach to activate participation and improve activity within the program among the pilot employee group. Working in collaboration with the customer, BIW first launched a one-month scavenger hunt to increase awareness and knowledge of the program.
Each week, employees received an email driving them to the health and wellness website to find the answer to a question. Employees submitted answers and each correct answer was entered into a sweepstakes drawing. By using probabilistic rewards (a chance to win), the program drove 50% of the pilot program employees to log onto the website and submit a scavenger hunt answer at least once during the program. This was a significant improvement over the baseline of 18% of employees who had logged in prior to the program launch.
BIW then followed up with a five-month team contest encouraging employees and their teams to use the health program, set goals and change their baseline participation status. The winning teams were rewarded with a contribution to a selected charity, along with the pride of winning. Custom communications kept the contest top of mind by updating associates with HTML emails and a team ranking tool to let teams know their status and ranking to push them to keep going.
Results
The site generated 275,000 unique visitors in the first six months and 52% of visitors visited the site two or more times. eHealthCare Leadership awarded it the “2013 Best Overall Internet Site”.
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