Real People. Real Life. Real Solutions

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Employee Assistance Program (EAP) Consumer-Facing Integrated Marketing Campaign

Real People. Real Life. Real Solutions.

Background The Evolution to Relevancy The Employee Assistance Program (EAP) is a prevention product provided as an employer benefit supporting employees and employee’s dependents. EAP and WorkLife Services promote high-performing work cultures by helping employees be more engaged, resilient and productive. With the nation's focus shifting to consumer-driven health care and preventive services, employee assistance programs have become even more critical. They serve as the front line of defense to curtail escalating health care costs by easing employee stress, enhancing resiliency and improving focus. Our Marketing Communications direct members to the tools and resources within EAP to improve their social connectedness, job satisfaction, financial security, and physical and emotional health. An increasingly tech-savvy workforce, combined with Millennials’ easy acceptance of work/life integration, is changing the way companies support employees. To support these trends, our EAP marketing needed to be engaging, relevant and quick to adapt to industry and cultural trends while de-stigmatizing a service that has been historically known as a “behavioral or mental health” benefit, all while being engaging and relevant.

The Challenge Anti-Stigma Content Strategy Through the use of consumer research, call center analytics and conversations with our Master’s-Level EAP Specialists Optum was able to identify the most relevant information to highlight within our marketing and how/where members want to consume this information. From this research we developed: • • • •

A concise content strategy to deliver an Anti-Stigma tone and focus on the “soft services” with a helpful, supportive, conversational approach. A very relatable True or False creative design and copy concept that plays on the theory of debunking old wives’ tales, and highlighting real questions members have asked. A strategy to create an engaging marketing toolkit with a multi-modal delivery approach that can reach our consumers where they are in their journeys to wellbeing. A new consistent brand for EAP that combines the Optum brand along with the digital branding used for the online tools and resources we provide members.

The Solution Multi-Modal Approach Optum’s EAP marketing communications for consumers has historically been printed and bulk shipped to the client/employer for distribution to employees. With EAP being a confidential service, Optum does not use eligibility files with member-level data, creating a barrier to message at the individual level. Our approach to this re-brand needed to be simple to use and easily accessible for the Optum Client Service Managers to request client customizations to our e-Toolkit of materials. Our Solution: • Partner with our Marketing Operations team to convert our new materials into coded templates that are available through a self-service tool. This automation allowed us to offer pieces through eDelivery channels (drastically cutting print costs) and provide on demand printing with client customizations without the use of a creative designer, proofreader or project manager. • House our translated Spanish e-toolkit versions along with accurate enculturation and appropriate imagery in the same place as English e- toolkits. • Create a multi-modal marketing toolkit with emails (desktop and mobileresponsive), videos, buy-up add-on pieces, posters, flyers, banner ads, wallet cards and onsite promotional items.

The Marketing

15 flyers were created to meet the client product configuration needs, all with areas to allow for client specific customization

The Marketing

15 flyers were created to meet the client product configuration needs, all with areas to allow for client specific customization

The Marketing

10 emails were created to meet the client product configuration needs, all with areas to allow for client specific customization

The Marketing

Banner Ad

Brochure

Wallet Card

4 Brochures,3 Wallet Cards and 4 Banner Ads were created to meet the client product configuration needs, all with areas to allow for client specific customization

The Marketing

Post Card

Bi-Fold Mailer

4 Postcards and 4 Bi-Fold Mailers were created to meet the client product configuration needs, all with areas to allow for client specific customization

The Marketing

Optum created an engaging “movie trailer” that pulls consumers in with an entertaining and relatable premise, while conveying informative facts. This short promo video serves to de-stigmatize EAP and can be used for clients onsite in conjunction with their marketing toolkits and at Health Fairs. Optum Product Team uses the video as a sales tool to demonstrate the breadth of services EAP offers in a smart “real-life” manner.

Link to view video:

http://players.brightcove.net/1475651770001/r1kJIB7V_default/index.html?videoId=5187228520001

EAP Promo Video

The Results Measuring Success Internal Success: •

Since the transition from print to e-Delivery, Optum spent 50.32% less in printing and fulfillment costs in 2016. This equals a savings of $233,288 in 2016 in comparison to 2015.

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Coding our marketing pieces and using automation for e-Delivery has resulted in 47.67% fewer marketing requests in 2016, which equates to 1,200,623 pieces.

External Success: •

Our new cutting-edge marketing communications directly contributed to gaining $2.6 million in new business.

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Our clients feedback has been exceedingly positive and utilization rates are up 21% for 2016.