J. Med. Internet Res. - The effectiveness of loyalty rewards to promote the use of an Internet-based heart health program.

Tópicos

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Resumo

CKGROUND: Internet-based health programs have been shown to be effective in reducing risk for cardiovascular disease. However, their rates of enrollment and engagement remain low. It is currently unclear whether rewards from established loyalty programs can serve as a conditioned stimulus to improve the use of a freely available Internet-based program.OBJECTIVE: The objectives of the study were to (1) examine enrollment rates and levels of engagement with the My Health eSupport program between a Conditioned Reward group and a Control group, and (2) investigate the influence of loyalty rewards and participant characteristics on levels of enrollment and program engagement.METHODS: The study sample (n=142,726) consisted of individuals who were offered enrollment in an Internet-based health intervention (My Health eSupport) after completing the Heart&Stroke Risk Assessment on the Heart and Stroke Foundation website. My Health eSupport programs provided encouragement and tips for lifestyle change. This is a free, self-guided, fully automated program that proactively delivers tailored email messages at 2-week intervals based on the participant's stage of motivational "readiness" and priority for lifestyle change. Participants in the Conditioned Reward group were offered a single exposure of 20 loyalty reward points from the Air Miles loyalty program for completing the Heart&Stroke Risk Assessment (10 reward points) and enrolling in the Internet-based program (10 reward points). Meanwhile, no rewards were given to the Control group participants. All data were collected between February 1, 2011 and February 10, 2012.RESULTS: In total, 51.38% (73,327/142,726) of individuals in the Conditioned Reward group and 48.62% (69,399/142,726) of individuals in the Control group completed the Heart&Stroke Risk Assessment. Subsequently, significantly more individuals from the Conditioned Reward group (52.96%, 38,835/73,327) enrolled in the My Health eSupport program than Controls (4.07%, 2826/69,399). Regression analyses indicated that individuals were 27.9 times (95% CI 26.4-29.4; P<.001) more likely to join the My Health eSupport program when presented with loyalty rewards controlling for gender, age, education, ethnicity, employment, and number of modifiable risk factors. However, ongoing engagement level was low in both groups and it was not influenced by loyalty rewards. Instead, individuals were more likely to engage with the My Health eSupport program if they were greater than 60 years of age (OR 12.56, 95% CI 5.66-27.8; P<.001), were female (OR 1.27, 95% CI 1.09-1.46; P=.002), or had one or more modifiable risk factors (OR 1.38, 95% CI 1.31-1.45; P<.001).CONCLUSIONS: Our findings suggest that a single exposure of loyalty rewards may be used to encourage individuals to enroll in an Internet-based preventative health program, but additional strategies are required to maintain engagement level. Future studies need to examine the schedules of loyalty reward reinforcement on the long-term engagement level of Internet-based health programs.

Resumo Limpo

ckground internetbas health program shown effect reduc risk cardiovascular diseas howev rate enrol engag remain low current unclear whether reward establish loyalti program can serv condit stimulus improv use freeli avail internetbas programobject object studi examin enrol rate level engag health esupport program condit reward group control group investig influenc loyalti reward particip characterist level enrol program engagementmethod studi sampl n consist individu offer enrol internetbas health intervent health esupport complet heartstrok risk assess heart stroke foundat websit health esupport program provid encourag tip lifestyl chang free selfguid fulli autom program proactiv deliv tailor email messag week interv base particip stage motiv readi prioriti lifestyl chang particip condit reward group offer singl exposur loyalti reward point air mile loyalti program complet heartstrok risk assess reward point enrol internetbas program reward point meanwhil reward given control group particip data collect februari februari result total individu condit reward group individu control group complet heartstrok risk assess subsequ signific individu condit reward group enrol health esupport program control regress analys indic individu time ci p like join health esupport program present loyalti reward control gender age educ ethnic employ number modifi risk factor howev ongo engag level low group influenc loyalti reward instead individu like engag health esupport program greater year age ci p femal ci p one modifi risk factor ci pconclus find suggest singl exposur loyalti reward may use encourag individu enrol internetbas prevent health program addit strategi requir maintain engag level futur studi need examin schedul loyalti reward reinforc longterm engag level internetbas health program

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