At a glance
ClinicalIndex Comparison RecordStandardized by ClinicalIndex from the ClinicalTrials.gov record · verify against the source.
Assessing the Impact of myHealth Rewards Program-related Email Communications on Enrollment
In Brief
An observational study evaluating Social norms, Loss framing, and 1 other intervention for Health Promotion and Wellness Programs. Completed, enrolled 5,697 participants across 1 site.
Detailed Summary
The purpose of the study is to evaluate, prospectively, the potential impact of different email message conditions (no email, standard promotional email, social norms, and loss framing) on enrollment in a wellness program (myHealth Rewards) by Geisinger Health Plan (GHP) members.
Study Details
Timeline
Interventions
This intervention introduces recipients to descriptive social norms specifying that a majority of their colleagues have signed up for the program, which sets a normative standard against which recipients are expected to compare themselves and to change their behavior accordingly (i.e., when they realize that their behavior is discrepant from that of relevant others). The personal testimonial from a Geisinger medical director serves as a personal exemplar intended to further enhance the effect of the social norms with an implicit indication that the intended behavior is desirable and feasible.
This intervention frames the status quo as a state from which recipients, via inaction, are slated to forfeit a sizable and precise monetary amount to which they should otherwise feel entitled (via loss aversion and the endowment effect). People tend to be risk-seeking in the domain of losses; therefore, this intervention is hypothesized to increase enrollment in the hope of achieving zero loss by meeting program goals, as opposed to a sure loss via inaction.
This intervention is a standard email reminder that mentions the average premium savings, the speed and ease of starting the process, and the deadline for registering and having health measures on file, plus it provides two button links for registering and finding screenings.