A recent meta-analysis of research into the cost-effectiveness of wellness incentive programs shows they result in a positive return on investment (ROI) for businesses and health plans as well as improved health for participants.

Cost-to-benefit ratios of wellness plans in 22 different studies averaged more than $5 for every dollar invested. The reported ROI includes both health plan savings and sick leave savings. Not surprisingly, the analysis also concluded that increased participation improved ROI significantly, with a program that achieved 98 percent participation returning over $18 for every $1.

The studies also provided evidence of improvement in hypertension, stress management, weight control and cholesterol levels among program participants in wellness programs.

The wellness programs that produced the greatest returns were those which combined health and productivity management, had a strong focus on risk reduction especially in high-risk individuals, required certain activities instead of simply providing information and advice, and included rigorous evaluation of participants. The most successful programs also included robust incentive programs to reward participants.

What’s the trendiest buzzword in marketing this year? The answer, according to a survey of 607 marketing executives, is "green." In the same group, 32 percent rated "green marketing" as the third most important marketing trend. "Getting back to marketing basics," including customer retention, segmentation and brand loyalty, was first, followed by segmentation.

In another study conducted by AARP, approximately 40 million baby boomers (at least 50% of all boomers) put their substantial buying power behind environmentally safe brands. As a group, these "green boomers" have several unique characteristics. First, they expect high quality from the products they buy. Second, they are much more attentive to advertising, but also less likely to trust the truthfulness of ad messages. They are also more brand-loyal than other boomers.

Before you jump on the green marketing bandwagon, be sure that you have credible backup for your messages. "Greenwashing," or making false or misleading claims about the environmental safety or sustainability of your brand, can lead to serious consumer backlash. If you decide to "go green," be sure you can validate your claims.

As online social networks become an important factor in how individuals use the Internet, and the popularity of online banking continues to grow, financial services marketers are beginning to understand the increasing value of online networks to drive Web site traffic. In October 2007, Compete, Inc. Financial Services Advisor(TM) reported that well over 2 million visitors to Bank of America’s Web site were referrals from two major online social networks, Facebook and MySpace.

Chase is using Facebook as a marketing channel as well, forming a partnership that made the bank an exclusive credit card sponsor on the site, leading to nearly 250,000 referrals in October.

In November 2007, Facebook launched Facebook Ads to help businesses make connections and target marketing messages to precisely defined audiences in its online network. Users can learn about your financial products and services through the trusted referrals of friends. The social networks also offer opportunities to interact with and engage younger consumers, those who prefer online banking and financial services, and others that may be less likely to respond to traditional media messages.