Los viajeros frecuentes de los servicios de salud

NUEVA YORK – Para quienes han visto la película estadounidense "Up in the Air", pensad en la escena en que George Clooney conoce a Vera Farmiga. Él es un ejecutivo de recursos humanos subcontratado que vuela por el país despidiendo empleados a nombre de sus timoratos gerentes; ella es su experimentada contraparte femenina. Su ritual de cortejo gira en torno a las tarjetas de viajero frecuente: él saca a relucir su tarjeta Platino Ejecutiva de American Airlines; ella muestra la suya. A continuación, él exhibe su tarjeta Diamante VIP de Hilton HHonors; pausadamente, ella desliza la suya por la desvencijada mesa donde comparten unas copas.

El mensaje implícito es que los puntos te hacen atractivo. Las aerolíneas y los hoteles lo han sabido por largo tiempo. Dean Margolis, que hace mucho prestó servicios de consultoría a importantes aerolíneas y aplica ahora las mismas técnicas a la conducta saludable, recuerda haberse preguntado cómo hacer que los ejecutivos volasen un poco más. No ofreciendo descuentos, que benefician a la compañía del ejecutivo más que al ejecutivo mismo. Margolis pregunta: "Cuando el jefe dice: '¿Quién quiere ir a Filadelfia conmigo?', ¿qué va a hacer que dos personas digan que sí en lugar de una y contrapesen el dejar atrás a sus familias, hacer fila, quizás tener que sentarse en el asiento del medio...?"

Por supuesto, los puntos hacen la diferencia. La promesa de que te reconozcan en el mostrador de la aerolínea, te hagan pasar primero y, sí, parecer un pez gordo en el bar de aeropuerto.

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