Using Personal Stories to Promote HRAs

1. Using Personal Stories to Promote HRAs Tiffany Scheer Communications Consultant

2. Why tell stories? • People like to know more about people they know (think: gossip) • People like to know more about people they don’t know (think: People magazine) • Effective marketing strategy used in health promotion • Jared the Subway guy • Update on Valerie Bertinelli for Jenny Craig (New Year’s video example)

3. Let’s test it out on HRAs • Two different approaches • Tiffany • Scott • One will be more memorable and more likely to lead me to action… • Answers “What’s in it for me?” • Value of the HRA will come out through the stories… • One person hears the story and tells someone else, who tells someone else, etc.

4. Increasing HRA completion rates • ↑ HRA completion rates = ↑ personal stories • ↑ personal stories = ↑ HRA completion rates

5. Template for collecting stories • Overview • What’s your story? (10 minutes) • 2 or 3 people share their stories

6. How you tell HRA stories • Written (anonymous vs. identified) • Verbal (face-to-face vs. video) • Example from IHPM conference • What resources do you have? • Time • Other staff support (your communications office?)

7. Measurement • Check HRA completion rates • Let me know how it goes…how you collected stories, how you told the stories—we’ll add to Resource Center • Questions or comments? • Tiffany.scheer@hca.wa.gov