Trial Outcomes & Findings for Testing Different Messaging Approaches to Increase Activation of a HealthyFood Benefit in Adults With Diabetes (NCT NCT02462057)

Results Overview

Rates of enrolment in 10% cash-back level (the most basic level, requires online activation only) of the HealthyFood Benefit amongst members with diabetes

Recruitment status

COMPLETED

Study phase

NA

Target enrollment

5467 participants

Primary outcome timeframe

One month from initial emailed messages

Results posted on

2018-11-09

Participant Flow

5467 individuals were eligible in 1/2015. This sample was identified months before randomization to allow individuals time to learn about HF from other sources and enrol if interested. Prior to randomization, we excluded participants who joined HF of left Vitality since identification. This is why the initial and randomized samples are unequal.

Participant milestones

Participant milestones
Measure	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.	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. Email message regarding the HealthyFood benefit	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. Email message regarding the HealthyFood benefit	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. Email message regarding the HealthyFood benefit	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 Email message regarding the HealthyFood benefit
Overall Study STARTED	791	793	812	752	758
Overall Study COMPLETED	737	753	766	701	708
Overall Study NOT COMPLETED	54	40	46	51	50

Reasons for withdrawal

Reasons for withdrawal
Measure	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.	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. Email message regarding the HealthyFood benefit	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. Email message regarding the HealthyFood benefit	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. Email message regarding the HealthyFood benefit	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 Email message regarding the HealthyFood benefit
Overall Study Left Vitality	32	27	23	35	33
Overall Study Joined HealthyFood Before Intervention	22	13	23	16	17

Baseline Characteristics

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

Baseline characteristics by cohort

Baseline characteristics by cohort
Measure	Control Arm n=737 Participants 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.	Diabetes-specific n=753 Participants 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. Email message regarding the HealthyFood benefit	Experience of Another Member n=766 Participants 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. Email message regarding the HealthyFood benefit	Input From a Diabetes Expert n=701 Participants 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. Email message regarding the HealthyFood benefit	Enhanced Active Choice n=708 Participants 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 Email message regarding the HealthyFood benefit	Total n=3665 Participants Total of all reporting groups
Age, Continuous	55.9 years STANDARD_DEVIATION 10.9 • n=5 Participants	55.2 years STANDARD_DEVIATION 10.7 • n=7 Participants	55 years STANDARD_DEVIATION 10.8 • n=5 Participants	55.4 years STANDARD_DEVIATION 10 • n=4 Participants	56 years STANDARD_DEVIATION 10.6 • n=21 Participants	55.4 years STANDARD_DEVIATION 10.6 • n=10 Participants
Sex/Gender, Customized Female	145 Participants n=5 Participants	152 Participants n=7 Participants	152 Participants n=5 Participants	134 Participants n=4 Participants	146 Participants n=21 Participants	729 Participants n=10 Participants

PRIMARY outcome

Timeframe: One month from initial emailed messages

Rates of enrolment in 10% cash-back level (the most basic level, requires online activation only) of the HealthyFood Benefit amongst members with diabetes