Old Ways to Attract New Participants

October 24, 2011

With high health benefit costs and a sluggish economy, worker anxiety about jobs and the future persists. Helping workers cope with stress and choose healthy lifestyle behaviors is more important than ever. It’s a good time to refocus on attracting new participants — here are some tried and true ways to get started.

Referrals

Referrals come from trust and satisfaction. If people believe in what you’re doing, they’ll gladly tell others as well as give you the names of colleagues to contact. If they don’t, something’s wrong with what you’re doing. To generate referrals:

• Ask for them. Seems simple, but many wellness professionals don’t. End each conversation with participants or conclude each program evaluation with “Do you know anyone who might be interested in…”
• Recognize and reward them. If someone participates at the suggestion of so-and-so, call or send a thank-you note. Email is fine, a hand-written note is better, calling is best.
• Sponsor bring-a-buddy days. Host a drive once or twice a year where participants bring a friend for free or for a chance at a special reward.
• Give referrals. Send people who need assistance with issues outside your expertise to the appropriate resource and request the same courtesy in return. Above all, make sure your services exceed expectations, and referrals will come in bunches.

One-to-One Promotion

The second most effective way to attract new participants is through personal invitation. This means knowing what people want — through an interest/readiness assessment — and offering it to them directly, in person, over the phone, in the mail, or electronically. Focusing on their wants says you’re committed to them and their needs, not just promoting a program of the month.

Direct Email or Mail

A broadcast email that starts with Hi, Jane is more effective than Dear Associate. And home or in-house mailings are still one of the most effective ways to attract new participants. Even if it’s not personalized (though that’s best), a promotion labeled with the individual’s name and address is more effective than unlabeled blanket promotions.

Health Fairs and Demo Tables

If they’re done well (fun, dynamic, interesting), health fairs are a great opportunity to attract new people. They don’t require a long-term commitment, you can remain reasonably anonymous as a participant, and there’s always the promise of free stuff and a chance at prizes. Don’t have the resources to produce a health fair? Set up a demo table in a high traffic area to promote your next program. Give people a reason to stop and interact, rather than simply hand out a flier (but be sure to do that, too).