Part 4: Promoting Health and Wellness through Video Content Marketing
Health insurers will be the first to tell you that living healthy isn’t just about doctors’ visits and prescription medicines. They know that the elements of health and wellness play an integral role in their members’ physical, mental and emotional well-being.
Luckily, well-executed programs that introduce and encourage these behaviors can be effective at maintaining healthier, more productive communities and lowering healthcare costs. However, there are often challenges associated with these programs, ranging from low awareness to difficulties in motivating members to participate. An investment into video content marketing is a smart choice for health insurers interested in getting a wellness program off the ground. Video is an easy and compelling way to encourage adoption amongst members, teach best practices and reinforce healthier habits. See how five health insurers are promoting these programs and challenging members to get – and stay – healthy with video content marketing:
Introduce wellness themes and campaigns
“It only takes a minute.” That’s the theme of Aetna’s latest wellness campaign that celebrates real people taking steps to overcome emotional and mental health challenges in their lives or with others. In addition to a microsite, the health insurer created a series of videos on wellness solutions, including working out together, the power of pets, workspaces designed for wellness and more.
Explain the philosophy behind a wellness program
Blue Cross Blue Shield of North Dakota’s wellness program is marketed as a more holistic approach to pursuing all dimensions of health and well-being. This video shows the inspiration behind the insurer’s BlueElements wellness program.
Challenge members to get healthy
To encourage its members to improve their fitness, Media Logic client HAP challenged them to take the “HAP 5K Challenge” and provided resources to help them along their journey. Armed with easy-to-follow videos, tips and a training schedule, HAP’s members are given the tools they need to lose weight or get in shape through running.
https://youtu.be/P3WJDv3I2aA
Offer fitness “how-to’s”
For members who are beginners to exercise, joining a gym or hiring a personal trainer may seem intimidating. Highmark’s “Do-It-Yourself Health” video series starts at square one by teaching viewers the basics. The series includes over 30 “how-to” videos, including this one on proper form for push-ups with leg extensions.
https://www.youtube.com/watch?v=ZCalUS72FBM
Teach members how to prepare healthy foods
We all know that eating healthy is important, but sometimes it’s complicated food prep that stops members from cooking and has them reaching for the takeout menus. Kaiser Permanente’s recipe series features simple instructions for preparing healthy meals. In this example, Kaiser demonstrates how to make a strawberry salad.
Encourage healthy eating habits
Did you know that harder vegetables last longer than soft vegetables? How about the best way to store cucumbers? Michigan-based health insurer HAP shares tips like these and more in its Balanced Living video on the benefits of weekly veggie prep.
Check back next month as we share how health insurers are using video marketing to provide member assistance. Subscribe to be alerted when the latest posts in the series go live.
