As a health professional working with organizations to strategically plan their health management programs, one of the greatest challenges faced is to keep their population interested and engaged in their health "programs". After all, the objective is usually to implement the most effective programs to help improve the population's health status, resulting in healthier, more productive employees. Although this objective is a sound one, we may be preventing the outcome we are working so hard to achieve - lifestyle/behavior change. Why? Simply because we are asking participants to join a "program," sign up for a "class," participate in an "event." These invitations are for one-time, temporary enrollment. They begin and end, and certainly imply that there will be another option to choose from soon. Almost like trying the weekly special or buying the latest smart phone that came out this week. These programs are not soliciting lifetime change, they are suggesting a short-term solution by design.
It is for this reason I am questioning the approach and marketing we use for our initiatives today. Perhaps we need to consider adopting an approach that more openly invites permanent change. Published studies show that long-term behavior change results when individuals work with a lifestyle coach to develop a plan to change their behavior, take small steps in the process, and work towards a specific goal over a long period of time. If this is the case, we should be approaching individuals and inviting them to make a long-term change, rather than a sign-up for short-term programs?
Furthermore, I would even suggest that asking individuals to commit to a change, rather than sign up for a program, might have greater impact and better encourage long-term success. This commitment might include individuals taking the following steps:
1. Identify one health behavior change you want to make in your life. Confirm this change is important to you and you have the ability to make the change if you committed to it.
2. Pledge that you will make this change for the next 30 days by writing this commitment on paper and sharing it with a spouse, friend or confidant who will support you in your change.
3. Identify when you will start this new behavior and mark the calendar.
4. Determine the reward you will provide yourself when you achieve your goal, write it down on the calendar on day 30 so you are reminded to reward yourself.
5. If this change is still challenging, continue for another month. If you are ready to take on another healthy habit, repeat the process while maintaining the first change.
Although well intentioned, I believe the indirect consequences of offering programs are hindering our ability to help participants achieve long-term behavior change. The American culture craves one-stop shopping and quick fixes. Discovering a way to weave health management into this culture challenges us every day, but setting realistic expectations is the beginning of success in this area. Managing your health is a lifestyle, not an activity.
