As a Forbes contributor, I’m publishing content on healthcare marketing to share with leaders in the industry. In my recent Forbes article, “Seven Key Healthcare Marketing Tips To Impact And Alter Consumer Behavior”, I cover how to successfully alter healthcare consumer behavior.

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Healthcare consumers have been routinely sacrificing their health and longevity by delaying and avoiding care due to the escalating costs of high-deductible health plans (HDHPs). Miraculously, however, the tides are turning, and we’re witnessing a vital and positive shift in healthcare consumer behavior with the surge in well-being programs.

Wellbeing programs, in essence, were designed to establish and reinforce positive behavior change. With the guidance of virtual wellness coaches, biometric screenings, holistic educational resources and incentive options, companies that implement wellbeing programs often boast decreased healthcare costs and healthier employees.

According to “The 8th Annual Industry Pulse Report,” released by the HealthCare Executive Group and Change Healthcare, 25.4% of respondents listed “incentives” as the key to encouraging positive and engaged health behavior, whereas only 3.4% of respondents identified high-deductible health plans.

Applying Behavior Change Principles To Healthcare Marketing

The growing adoption of these programs is based on the fundamental understanding that daily healthy habits will result in positive and lasting behavior change. How do we take this proven approach to behavior change and apply it across healthcare marketing?

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