NEEDHAM, Mass.--(EON: Enhanced Online News)--Results of a Linkwell Health study released in conjunction with National Coupon Month show that coupons for “better-for-you” brands of popular packaged goods can drive healthier purchase behavior among consumers. These coupons, distributed through health plans as part of membership engagement programs, doubled purchases by first-time buyers, dramatically increased sales and inspired repeat purchases of the healthier brand items. Linkwell Health, a leading consumer engagement company, sponsored the study, which was conducted during and after the distribution of content and coupons through its partner health plans.
“We believe that consumers today want to eat healthier and make better lifestyle decisions, but they often lack the time to understand these choices and often see better-for-you options as more expensive”
“Linkwell Health’s mission is to connect health plan members with better-for-you brands and retailers to help ‘nudge’ consumers towards making better, healthier decisions that will ultimately improve their lifestyle,” said Linkwell Health CEO Gregg Michaelson. “This study showed that the coupons distributed through our programs with partner health plans were highly effective in increasing awareness and incentivizing purchases of healthier products and brands.”
During the study, coupons were distributed for healthier versions of a number of leading brands including top national manufacturers of soup, breakfast cereal, cottage cheese, mayonnaise, low-carb pasta and canned fruits and vegetables. In certain instances, those groups exposed to Linkwell Health coupons and content were two-times more likely to purchase the better-for-you, healthier brands than the control group, which did not receive the coupons.
Meanwhile, nearly two-thirds (65 percent) of the members of a regional health plan in the Northeast who received the content and coupons said the Linkwell Health program provided an incentive to make healthier choices.
The study also showed that the awareness created among health plan members through coupon and content distribution translated into increased sales among the consumer packaged goods manufacturers. The low-carb pasta brand grew both its household penetration by more than 67 percent and purchase occasions by more than 57 percent, while seeing a more than 50 percent increase in units sold as compared to the control group. Likewise, the lower-fat, lower-calorie, olive oil version of the mayonnaise brand saw a 77 percent increase in dollar sales, an 86 percent increase in household penetration and a 20 percent increase in first-time buyers compared to a control group.
“We believe that consumers today want to eat healthier and make better lifestyle decisions, but they often lack the time to understand these choices and often see better-for-you options as more expensive,” said Michaelson. “By directly providing consumers with information about making healthier choices and showing that these options can be less expensive by way of a coupon, we believe consumers will be inspired to make the incremental decisions that can lead to improved lifestyles for themselves and their families.”
Michaelson noted, while the coupons had a significant effect on getting people to try the healthier brands, they also inspired people to continue purchasing those products.
For more information, visit www.linkwellhealth.com.
About Linkwell Health
Linkwell Health is a consumer engagement company that inspires healthier choices through an exceptional combination of content and coupons. By connecting health plan members with better-for-you brands and retailers, Linkwell Health content educates and inspires, while coupons increase awareness and purchase of healthier products and brands. Experience data, covering millions of health plan lives, shows that consumer willingness to try healthier brands increases when offered educational content along with coupons. As the healthcare industry adjusts to increasingly complex change, Linkwell Health delivers an end-to-end solution that enriches member experience while inspiring a wellness revolution. For more information about Linkwell Health, visit www.linkwellhealth.com.