Behavioral Economics
Using key principles of Behavioral Economics, brands can systematically increase the engagement in the desired key behavior they are trying to achieve. Testing is key to understanding the successful behavioral prompts specific to your audience(s). Transcarent needs to A/B test throughout this campaign.
RELATIVITY
The concept of FREE is dramatically more powerful when compared against something that isn’t free. Suggestion: Offer a Premium version of the app for $1.99 that has a nominally valuable feature. Then, offer a free version without that feature. Studies show; when compared against an offer that costs money, the number of people choosing the free offer goes up dramatically.
IMMEDIATE
GRATIFICATION
Build-in a requirement that all members acknowledge they’ve been informed about the new benefit. They can do that in one of three ways: 1. An emailed form they can print, sign, scan and email back. 2. Come into the HR office and sign a form right there. 3. Simply download the app to sign the form (recommended). Now, they have immediate gratification.
PREREGISTRATION
Preregistering gives Members the ability to act at the moment when they’re most motivated. With preregistration, the app will automatically be loaded onto their phone on the day it is available. Let’s get as many Members in the system as soon as possible rather than risking them changing their minds or forgetting to download it later.
BANDWAGON
EFFECT
Information without context is useless. Give Members a resource page to research what this movement is all about. Links to Forbes articles about and by Glen Tullman, CNBC clips with Bertha Coombs, AP columns, etc.. Let Members see and determine how useful and revolutionary this movement is and let them make their own decisions.
Audience Personas
Sandra
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College professor
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35 years old
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Archetype: Creator
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Sandra strives to be innovative and creative
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She is dedicated, hardworking and likes to hang out with people who have a unique point of view
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Motivated by new ideas, creativity, beautiful things, debates
Campaign Flow
For Members
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Introduce Members to the Transcarent app and its benefits. Explain incentives for download. CTA: push Member to registration landing page.
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For Members
For Influencers
Introduce Wellness Ambassadors and Benefit Reps to the Transcarent app. Explain incentives for download.
CTA: Sign up for introductory webinar.
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Landing page with information about the app, with a form to register. Incentives listed.
CTA: get Member to register for the app.
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For Members
For Members
Intended for Members who haven't seen the emails. Explains benefits of the app and how to register.
CTA: push Member to registration landing page.
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Keep Members engaged with the app and its benefits. Only sent to Members who haven't registered yet.
CTA: push Member to registration landing page.
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For Members
For Members
To be posted on the MCSIG Facebook page or as a targeted ad. Post shows incentive, post copy will explain the app.
CTA: push Member to registration landing page.
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Informational flyer explaining the Transcarent app and its benefits.
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CTA: push Member to registration landing page.
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Incentive Ideas
Incentives are ways to build immediate gratification into the behavior we want people to take. Start testing incentive programs now. Which works best–monetary incentives, gift cards, physical gifts or points or token? Points and tokens have the least value in reality but they have been shown to be the most effective in certain situations like airline status, hotel points and retail reward points. Additionally, would Members rather receive a series of small gifts or be entered to win a much larger gift? We should test and track a variety of incentives to our various audiences.
Incentive Ideas for Teachers
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Michael’s Gift Card
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Water Bottle
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Barnes and Noble Gift Card
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Amazon Gift Card
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Meal Delivery Programs
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Sweepstakes
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Teacher Rewards
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Student Rewards
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A Charitable Gift in Your School's Name
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Transcarent Sponsored Scholarship
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Classroom Materials Package
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Starbuck’s Gift Card
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Revival Ice Cream Gift Card
Create a competition for the most sign-ups within your organization. Weekly winners will be given the chance to choose their gift from a bank of premium options. Once a gift is selected–it’s gone, so participants should be motivated to enroll Members early to have access to the best gifts.
Incentive Ideas for
Wellness Ambassadors
Additional Ideas
There are many ways to communicate these objectives as seen by these yet-to-be explored ideas below.
Everyone's talking about self-care but who has the time? Not teachers–until now. You have lessons to teach, papers to grade, Zoom calls to schedule, and parents to discipline. Who has time to deal with healthcare networks, imaging labs, insurance companies, and doctor referrals?
Self-Care
Everyone's talking about self-care but who has the time? Not teachers–until now. You have lessons to teach, papers to grade, Zoom calls to schedule, and parents to discipline. Who has time to deal with healthcare networks, imaging labs, insurance companies, and doctor referrals?
Self-Care
Everyone's talking about self-care but who has the time? Not teachers–until now. You have lessons to teach, papers to grade, Zoom calls to schedule, and parents to discipline. Who has time to deal with healthcare networks, imaging labs, insurance companies, and doctor referrals?
Self-Care
Additional Ideas
There are many ways to communicate these objectives as seen by these yet-to-be explored ideas below.
Everyone's talking about self-care but who has the time? Not teachers–until now. You have lessons to teach, papers to grade, Zoom calls to schedule, and parents to discipline. Who has time to deal with healthcare networks, imaging labs, insurance companies, and doctor referrals?
Self-Care
This is the time to celebrate your independence. Embrace your independence today by downloading the app.
4th of July
Activewear give-a-way from Transcarent. Be entered into a sweepstakes to win $500 worth of Activewear from top brands like Nike, All Yoga, and Lululemon.
Dress for Recess
A Productivity App for Healthcare
What do you think of when you think of the current healthcare system? Frustrating? Arduous? Confusing? Opaque? Now think opposite: Transparent, Clear, Easy, Pleasant. That’s Transcarent–the productivity App for Healthcare. Now you can navigate any situation or concern easily. Now you can talk to a caregiver in less than 60 seconds. Now you have a dedicated health guide to walk you through any situation. That’s Transcarent–putting your health and care in your hands.
Think Opposite
TikTok is addictive because people are so inventive. The creativity that has come from that app during lock-down has made celebrities out of nobodies, influenced political campaigns and breathed new life into old brands. Encouraging and incentivizing app users to represent their experience on TikTok contrasting their previous Healthcare Horror Stories with the new way of working with the system could be a useful tool far beyond the social media platform itself–generating publicity, being shared on other platforms and promoted on Transcarent’s own pages, videos and materials.
TikTok Talking
So many of us blame ourselves when we can’t efficiently and effectively navigate our way through a complex and confusing healthcare system. That’s a problem that makes people feel worse about themselves when all they want to do is feel better. Let’s reassure them: the system is broken, not you. You’re not too old, too stupid or too technology illiterate–you just haven’t been given the right tools. Until now. This App Changes Everything!
System is Broken
Here’s to the heroes. The ones that teach our youth, engage their imaginations, expand their minds and wipe their noses. You are heroes. And we thank you. Today, we’re giving you, what we think, is the most important Teacher Appreciation gift you’ll ever get. Health and Care in Your Hands.
Here’s to the crazy ones
Once a CTA is accomplished, Members should be removed from the current campaign phase and moved into the next phase of the campaign. Once they Activate, they should now longer receive communication about activation but Utilization, Exploration and Engagement.
Reward Good Behavior
Giving people the ability to engage in wellness programs (drink more water, walk 10k steps per day, etc.) gives the app daily engagement and give MCSIG more engagement and presence in the lives of their members.
MCSIG Community
The Webcast should be Roxanne (or other influential executive at MCSIG) and Glen Tullman talking about the exciting expansion of the MCSIG benefit plan, the future of health care and emphasize the fact that MCSIG is the first organization to offer this to their Members.
Webcast
QR codes have made a resurgence since the pandemic, but they don’t need to look like the standard, black and white squares we’re familiar with. They can be illustrated in almost anyway that suits our needs (childlike crayon illustration? Of course, they need to be recognizable as a QR Code, but being creative with their execution draws attention and interest. Will people scan the code just to see if it works? Check out this link to see what’s possible: https://www.hongkiat.com/blog/qr-code-artworks/
Illustrated QR Codes
User is presented a daily tip that could be specific to teaching or could be health-related.
Life Hacks
Ask users to share a daily affirmation, thank you, or compliment. Could be unique or app could offer a suggestion. Could be a personal tracker or a competition. Could work like Apple Watch fitness where you set goals.
Spread Positivity
“Hide” compliments and notes of affirmation for coworkers and family members to find – think Geocache meets Pokemon Go. Pay it forward
and make somebody’s day. Make affirmations shareable.
Augmented Reality
Affirmations
Share a photo of yourself doing something you love, a hobby, a healthy activity, etc. with a hashtag.
The Healthy Selfie
Campaign that focuses on exclusivity/scarcity: “be the first to experience”, “the little-known health and care app that’s about to blow up”, “have you heard about this?”, “the first 100 people will receive a gift card”
Hidden Treasure
User receives a Transcarent water bottle upon downloading the app – the app tracks and displays the amount of water users drink and creates friendly competition amongst friends and family. The water bottle becomes a physical trigger to open the app.