The Value of Membership Proven Through Data and Programs

How you interact with members and their device-sourced health data can enhance the value of membership not only for them but for corporate and clinical partners and even donors as well. Tell a better data story that demonstrates great results to keep stakeholders engaged.

Let’s face it. The collection of health data is rampant these days and it’s only going to increase from here. With watches that track a growing list of health metrics from workout data generated on your fitness floor, the health and fitness information your members receive is vast. But is it helpful if they don’t know what to do with it?

Assessment-based programs establish baseline measurements and goals for your members. Whether you’re onboarding new folks or helping them with chronic conditions, these programs provide structured data collection that tracks the impact on a participant’s health. They contextualize the available information to tell a story illuminating the journey to health and wellness.

Easy-to-use assessment tools like bioimpedance devices are great to give new members a point-in-time snapshot of their current body composition. However, helping your members make use of the information they receive from these readings is where you have an opportunity to connect your member experience as part of their healthcare continuum.

Strategies and Advice

Some teams hire retired nurses to help members interpret a screening, and they work with the member to create goal-based action plans to address health issues. Action plans could include small group exercise classes, enrollment in a specialized program, work with a personal trainer and more. This sets up the opportunity to frame the membership as part of healthcare.

Selecting a program to offer is just as important as choosing the right team to run it. What data is collected and how it demonstrates impact on individual and community health should be at the forefront of the decision.

Operationalizing data collection is equally important. Where will the assessments be conducted and securely stored? Who will interact with the member to interpret the assessments? What is the goal of the program and how will it be measured and reported?

Learn More: Consistify Your Data

Structured programs are a good offering to corporate fitness partnerships as well since the objectives are based on population health with individual interactions. Often, corporate programs begin with a company-paid temporary membership for the duration of the program. Success metrics would be measured in conversions to full-time membership and improved employee health outcomes.

There are many ways to access and make use of members’ health data, with permission of course, and help them make the most of it and their membership, too. In addition, you can increase your gym’s negotiating position with payers by standardizing health data and outcomes.

If you’d like to learn more about using health data to improve member experience, Cassandra Stish is the chief customer officer at Welld Health. She consults with fitness centers of all types on how to become part of the healthcare ecosystem. You can reach Stish at cassandra@welldhealth.com or welldhealth.com.