'Flash' Increases Benefits and Wellness Program Engagement
Recently Employee Benefit News discussed the benefits of a multi-media marketing strategy including 'Flash' presentations to better engage and educate employees on key Benefits (including corporate wellness programs). Their article, "Not Just a 'Flash' In Pan", shares ideas and a success story (including 22% increased FSA use) from this strategy – a snip-it is below.
Not just a 'Flash' in the pan
Flash interactive marketing platform boasts improved benefits communication
By Elizabeth Galentine
March 24, 2010
Static to dynamic, headache to pain reliever, Wayne Wall is looking to transform the way employers communicate benefits through technology - and the CEO of Flimp Media, Inc. believes Flimp's "video landing pages" are the answer.
While the product is useable across any number of industries, an example of one school district that was able to successfully establish and implement an open enrollment communications plan in only 10 days shows its relevance to the employee benefits arena.
The landing pages, themselves called "flimps" (which stands for "Flash interactive marketing platform"), consist of customizable Web sites created with Flash technology that include customer or Flimp-produced video, links to printable PDFs, flexible online forms and other "calls to action" that direct the employee to the next step, says Wall.
Success story
The School District of Philadelphia utilized the technology for their 2010 benefits communication. "Flimp enabled us to solve a very significant problem for benefits communicators of educating employees in a cost-effective and simple way without regional meetings or unnecessary print brochure mailings," says Director of Benefits Stephanie Fedoroff. "We received a great response from our initial flimp campaign."
The 6,500 district employees received a trackable e-mail directing them to their relevant flimp. As employees visited the Web site, detailed data about their engagement with the videos and other links were made available to the school district. Flimp is able to monitor multiple performance indicators, such as number of views, amount of time spent on the site and average viewing time, as well as where the e-mails are forwarded.
"We're getting 10 times more engagement time than you get with static communication - and we can measure it," says Wall.
Of Flimp's 150 customers' 3 million flimp views across 250 active accounts during 2008-2009, the average watch-to-completion rate was 40%, while average viewing time totaled 1.3 minutes, Wall reports. Impressive compared with the typical eight seconds a person spends viewing a standard HTML e-mail. Additionally, the video start rate was 98%, with an average response rate of 23%.
"We're at the very early stage of this transformation from static to rich in the benefits communication world," says Wall.
The School District of Philadelphia's success provides an example of the benefits. The district saw an increase in flexible spending account participation of more than 22% - double their anticipated goal.
"Flimp video sites are a perfect solution for workplace benefits enrollment, as they are measurable, inexpensive and much more engaging than traditional mailing of print brochures or static e-mails and benefits Web content," says Wall. "Intelligent video communications are likely to play an important role in employee benefits enrollment and education in the near future for health care, insurance and financial services."
To read the entire article from Employee Benefit news,click here.
To learn how Preventure is leveraging ‘Flash’ and other communications techniques as part of our 360° Engagement strategy to drive better wellness program participation, click here to schedule a time to speak with us. We’ll even provide you some samples!