social affairs dubai 2015 - andrew phillips - daman

ActiveLifeMobilising the community into a healthy lifestyle through content

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Sources: HAAD Health Statistics 2012; Daman; Al Junaibi et al. 2013 (n=1035 UAE nationals from grades 1-12); WHO Global School-based Student Health Survey 2010 Fact Sheet (n=2591 students from grades 8-10).Chronic conditions: diabetes, chronic obstructive pulmonary disease, obesity, coronary artery disease, chronic liver disease. Anticipated net payment for chronic conditions calculated assuming 5% population increase and 10% inflation based on 2013 figures from Daman.

Todays context

Lifestyle trends

Key indicators suggest that population is not fit and significant costs are paid for chronic diseases

ActiveLife activities are full integrated into Daman’s holistic business solutions

ActiveLife - A holistic solution to address employees’ health

ActiveLife helps to empower the HR function and contain utilization

ActiveLife activities TrainYas, GoYas and TriYas are key pillars in Daman’s core business, allowing the HR Manager to become empowered and able to manage the health of his staff

Daman

Knowledge

Resource

HS/DM

MemberEmpowered HR function

Daman inspires the HR manager

Daman supports Human Resources with the right tools and content

Daman provides calls to action for members to get active

ScreeningCorporate Health and Wellness

HR Manager becomes the

How we use ActiveLife as a driver of change

Using health as a proxy for health insurance

emotionalHealth

Health Insurancerational

Mobility Ease of access /usage

Medical Data Storage

LifestyleFunctionalityMy Daman/Claims Authorization

Health tips Lifestyle/Hobbies

Provider locations/rating

PBM

Personal Data Storage

Family Health

ActiveLife/Events

BMI

SM integrateion

Social Media is one of three channels

The digital, social media and mobile strategy\ies – SM in context

Developing new channels to acquire and engage our members will involve digital, social media and mobile platforms that deliver a meaningful user experience.

Activelife: Q3 2014DSA: Q2 2014


Daman: Under discussion


Daman: Under discussion

Social Media

Cust Service

HR

Web Mobile

Tra

nasctional• App replaces

card• My Daman/• Claims• Provider

Services locations/rating

• Health Campaigning

• Social Media

• Loyalty

• ActiveLife Events

Lifesty

le focus

• Its is our objective to improve the digital experience and interactions by mapping our information architecture against our target audiences and improving user navigation.

•Decoupling front from back end

The brand is the starting point

ActiveLife

Defining the social media ideal

ActiveLife

Translating attributes and values into themes and stories

ActiveLife

Mapping content

ActiveLife

Integration

Building critical mass

We used on-site activation to grow our community from 4,000 fans to 21,000 fans in 8 months whilst delivering the ActiveLife brand into households with quality Dri-FIT exercise wear.

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Get new fans at eventsGiveaways are high quality and encourage heavy use and

driving word of mouth

Get your 15 minutes of fame

We diversified content using more rich media. The high utilisation of mobile device by our fan base meant a clear focus on event imagery and videos which are optimized to be viewed on a smart phone.

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Short video segments filmed by our team and released post event

Creating a dialogue

We created a meaningful dialogue with fans, addressing local topics and most importantly involving our community.


Start a dialogue Most up to date information

Knowing when to talk to our community

We used analytical tools to better understand user behavior and adopted a posting strategy that maintains high engagement and encourages fan participation


Pre event call to action Mini-album live post Full album shared within 24 hours

Knowing when to listen and celebrate success

We recognized the achievements of our fans and encouraged them to share their stories with us. Handing over ownership of ActiveLife to the community.


Celebrate success with our fans

ActiveLife is the glue that hold’s the community togetherGetting our partners on board

We work closely with our partners to achieve a high level of transparency to the community while delivering consistent messaging and maximizing reach across multiple communities.


Coordinated posts on facebook

Multichannel distribution

Partners share our posts on their communities

Creating ActiveLife “Moments”

Leveraging the equity created by the brand campaign

Aligning our community platform on the moments campaign that Daman has launched. “Capture your healthy moment”


Upload page: 1.The user click on UPLOAD2.Select a photo from his library3.Add a title in the TITLE section4.Add the place of the photo’s location using geo-tagging techniques.

Landing page:1.Welcomes the user to the application2.Includes a description of the app 3.Includes call-to-action [UPLOAD button]3.Clarifies the conditions and rules for winning the prize

Thank you page:1.Show the user the finalized photo2.The user has the option to add another photo to the Gallery3.”Go To Gallery” button directs the user to the Gallery page

Gallery page:1.Demonstrati-on of the photos uploaded by the users on a map.

Creating Daman Social media “Moments” campaign

Content created for ActiveLife By Daman


The Social Experiment: Moments by Daman. Designed to drive engagement, likes shares and posts. E.g. “My child reeeeeeeeaaally likes sugar!!!”

Our ActiveLife community mobilization initiatives promote the values of physical fitness, mental fitness and performance

The Result: ActiveLife has driven health in our community

How the community has reacted to ActiveLife

Get aware Get active Perform

44,000Facebook followers representing a strong community platform over last 18 months

230,000people got active in our events since 2013

1 2 3

19

103,000people performed in our events since 2013

Contact:Mr. Andrew Phillips, Director of Marketing [email protected] us on Facebook: https://www.facebook.com/activelifedaman

social affairs dubai 2015 - andrew phillips - daman

Social Media

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