Almost 60% of women ages 18-64 use the internet to look up health information.
How this female population uses the web to improve their health is unclear. Additionally, the effectiveness of online behavior change programs in the workplace is still unproven.
What is clear, however, is that after visiting a health portal, these web surfers are very likely to embark on a program to exercise and lose weight. They prefer both online and offline information about wellness. They respond to incentives, especially cash in excess of $250 and reductions in health insurance premiums. They will use the web as a catalyst to schedule a preventative exam or reduce stress. The better educated they are, the more likely they are to track their progress via the web. And, as is the case with most critical changes in any behavior, spousal support goes a long way to ensure success.
The web is a great place to start, assess, and track healthy behaviors for college-educated women in the workplace. Keeping them motivated to sustain a healthy lifestyle takes offline support by a trusted partner, some cash, and the confidence in knowing that their information is secure.
