United Healthcare Email Makes Getting Healthier a Game
When you want your customers to follow a certain course of action, sometimes you have to show them what to do, and maybe even offer a reward for their behavior, as this email demonstrates.
Mailer Name: United Healthcare
Date Emailed: January 23, 2015
The revolution in healthcare, brought about by the use of technology, was already well under way when the rollout of Obamacare provided another big push for insurance providers to incentivize their customers to lead healthier lives.
For United Healthcare, a major insurer, this meant replacing its previous customer wellness program with Rally, a more comprehensive one. So, it’s fitting that this introductory email is topped with an image of a smiling woman in sunglasses against a sunlit, morning sky.
A paragraph of copy that follows explains that the objective of Rally is to help members create “positive habits” that will improve their health.
Steps are laid out for the customer to follow to sign up for the benefit, starting with a survey that will tell them their “Rally Age,” a baseline for measuring progress against.
If the member chooses not to immediately begin the process by clicking on the button provided, three additional blocks come next. Each is marked with an icon and describes some benefits that result from the gamification. Healthy activities or “missions” are offered, with “coins,” or chances at prizes, as rewards for completing them.
Quizzes and games are good tools for motivating behavioral changes, just leave deeper explanations of the details and the benefits to a website.