Testing Different Messaging Approaches to Increase Activation of a HealthyFood Benefit in Adults With Diabetes

Study Results

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Basic Information

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Recruitment Status

COMPLETED

Clinical Phase

NA

Total Enrollment

5467 participants

Study Classification

INTERVENTIONAL

Study Start Date

2015-06-30

Study Completion Date

2015-07-31

Brief Summary

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The Vitality HealthyFood benefit is a three-tiered incentive program designed to encourage healthier food choices amongst members of Discovery Health's Vitality program. Once enrolled in the benefit, participating members can receive 10%, 15%, or 25% cash-back on the healthy foods they purchase at selected grocers. And, while overall enrollment in the program is high, there is particular interest in increasing enrollment in the benefit amongst Vitality members with diabetes. One presumed barrier to enrollment in the benefit amongst members with diabetes is a misperception of the particular relevance of the benefit and healthier food choices for their personal health. Improved messaging regarding the HealthyFood benefit and its particular salience for individuals with diabetes may be an effective means of increasing activation of the benefit in this population. The proposed study will be a collaboration between Discovery Health/Vitality and researchers at the Perelman School of Medicine at the University of Pennsylvania. In the proposed RCT, Vitality members with diabetes will be randomised to different types of messages regarding the HealthyFood benefit. The investigators will then compare the effectiveness of these different messaging strategies at increasing activation of the HealthyFood benefit amongst Vitality members with diabetes.

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Detailed Description

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Conditions

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Diabetes Diet Incentives Messaging

Study Design

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Allocation Method

RANDOMIZED

Intervention Model

PARALLEL

Primary Study Purpose

HEALTH_SERVICES_RESEARCH

Blinding Strategy

NONE

Study Groups

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Control Arm

This arm will represent current practice. This group will receive no contact from the research team. They may receive information regarding the benefit from the Vitality marketing team during the intervention period and can enroll in the benefit at any time during the study period.

Group Type NO_INTERVENTION

No interventions assigned to this group

Diabetes-specific

This group will receive a message which simply cites the two specific benefits of the eating more healthy foods for individuals with diabetes. This message contains a link to start the enrolment process.

Group Type ACTIVE_COMPARATOR

Email message regarding the HealthyFood benefit

Intervention Type OTHER

Experience of another member

This group will receive a message that includes a quote from the perspective of a Vitality member with diabetes who uses the HealthyFood benefit. Given the need to standardise message content across study arms, the quote was written by the study team and not an actual member. The quote emphasizes the positive impact the benefit has had for the member-both the financial benefit, as well as the two specific diabetes health benefits.

Group Type ACTIVE_COMPARATOR

Email message regarding the HealthyFood benefit

Intervention Type OTHER

Input from a diabetes expert

This group will receive a message that includes a quote from a South African physician who specializes in diabetes. The quote emphasises the financial benefit and the two specific diabetes health benefits of the HealthyFood program included in the other messages. It concludes with the doctor's recommendation of the benefit for all individuals with diabetes.

Group Type ACTIVE_COMPARATOR

Email message regarding the HealthyFood benefit

Intervention Type OTHER

Enhanced active choice

This group will receive a message whose first portion is identical to those in the diabetes-specific message group. The second portion of the message differs in that instead of just asking recipients to click on the provided link if interested, the message asks people to choose and click on one of following possible responses:

1. Yes! I want to active the HealthyFood benefit and get up to 25% cash back on the healthy food I buy at Pick n Pay or Woolworths
2. No, I'd prefer not to activate and continue paying full price for my healthy food purchases

Group Type ACTIVE_COMPARATOR

Email message regarding the HealthyFood benefit

Intervention Type OTHER

Interventions

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Email message regarding the HealthyFood benefit

Intervention Type OTHER

Eligibility Criteria

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Inclusion Criteria

1. Adults over age 18
2. Vitality health members who have not yet enrolled in the Vitality HealthyFood benefit
3. Diagnosis of type 2 diabetes (based on registration for chronic benefits for type 2 diabetes)
4. Have registered on to Discovery Health/Vitality website in the past (marker of Internet access and availability of email address)