What does your wellness program say to your employees? Does is show a level of concern for their life-satisfaction and happiness or does it look like a corporate cost saving strategy? Learn how your wellness program can use these same skillful psychology triggers that marketers use, to inspire healthier behaviors in your population.
2. Objectives
• Plan communication strategies that help decision making,
resiliency, stress management and relationship skills for
employees.
• How to deliver clear and concise messaging with emotional
relevancy.
• Create communications as a means to increase life satisfaction
which leads to healthier decisions as a priority.
• Identify how and where key messages get lost.
• Share practical examples.
3. Information vs. Inspiration
• Help raise awareness of heath risks
and solutions.
• Provide the motivation and skills needed
to reduce these risks.
• Affect or reinforce attitudes in shaping
corporate culture.
• Generate interest so employees take action.
• Connect employees directly to the resources that are
available to them.
4. What Does Your Wellness Program
Say to Employees?
All about costs and numbers? For employee’s happy life?
9. Planning Communications for a
Wellness Initiative
Dates, locations
Is there an incentive?
Brand guidelines (colors, fonts)
Who is eligible?
Benefits of the event
Description
Relevance?
Emotional appeal?
How is the message presented?
(fun or interesting)
Context?
10. Posted on Monday, by Wednesday,
the server crashed with 30,000 views,
the zombie warning has seen triple
the traffic a CDC preparedness
warning typically gets over a 10-day
span. -Dave Daigle, head of
communications for the CDC's
preparedness department
Began as a tongue in cheek campaign has become a very
effective platform reaching a wide variety of audiences.
11.
12. Weaker Attention Span
*The average attention span for the notoriously ill-
focused goldfish is nine seconds, but according to
a new study from Microsoft Corp., people now
generally lose concentration after eight seconds,
highlighting the affects of an increasingly digitalized
lifestyle on the brain. -Time Magazine
Species Average Attention Span
Goldfish 9 seconds
People 8 seconds
14. Emotional Appeal
• Create an
emotional response
• A direct connection
between emotions
and the facts make
it relevant.
15. Fr ee H ea lt h Ev a lu a t ion s for d ep en d a n t sp ou ses
cov er ed u n d er y ou r Cr ow ley H ea lt h Pla n .
w w w .m y in t er a ct iv eh ea lt h .com or ca ll 1-80 0 -840 -610 0
B eca u se y ou lov e t h em . . .
Emotional Appeal with Action Steps
17. What People Care About
Social Dislocation Theory/
Rat Park Experiment
RELEVANT Topics to Lead
Happy or Connected Lives
• What do people care
about?
• Stress
• Financial decisions
• Spending time outside
• Family dinner
• Time management
• Sleep
20. Topics that increase life satisfaction
• Inspire to Move
– Encourages movement and physical activity.
• Nourishing You
– Promoting healthy foods for body and mind.
• Health Harmony
– Work/life balance, stress and emotional well-
being, self-care and various health topics.
• Good Decisions
– Decision guidance for areas such as financial,
medical or any life-changing choices.
28. Drive to Online Resources
• Less than 1% of employees visit
health plan wellness sites.
* Dr. Bruce Sherman
• Direct to the resources you want
them to use.
29. Empowering and Educational
• Inspiring, Engaging & Visually appealing
• Emphasize headlines, subheads, call outs and
bullets.
Editor's Notes
Amy- Here is what I’d like you to get out of this today.
Starting on the right foot.
The brain searches for meaning and where messages aren’t totally clear, we interpret
These are all real logos from companies. try to guess what type of company these go with……what do these tell you about the company? Culture? Message ? Relevance to mission of organization? Recognizable?
On the right…recognizable.
Differentiate between the Live Well Program and Incentive Program
Analogy for employees to understand
Making it relevant
Amy: engage the group by asking what they worry about when planning the communications for a wellness event……
We will bring, relevancy, emotional appeal,
Attention span.
So How do you make content relevant? Let’s use Metabolic Syndrome as an Example…There has been a lot of focus lately on metabolic syndrome. Programs are stressing the importance of making people AWARE of the risk. When I first heard the term, I was embarrassed to admit, I didn’t know what the heck is was! Was this a new disease, I hadn’t heard of?…so I Googled it. There is a TON of information available from reputable sources AHA, Medline plus, National Library of Medicine, WebMD…You can even download a nice PDF hand out on the AHA site…but there is a disconnect between all the very good, reliable and free information that is being pulled and regergitated out there. …By using analogies and anecdotes we can not only make the information more understandable and relevant, we are creating some interest. People understand that STORMS cause damage and now understand and may have concern that there could be a storm brewing in their body and desire to learn more or take some preventive measures. That is when to drive them to more clinical information and tools from national providers, urge them to get an annual preventive visit with their physician or encourage them to enroll in a lifestyle change/ coaching program.
Empathy
This slide speaks to the challenge of adding spouses/ dependent partners to Live Well and how we honed the message of how this introduction would be made. Use of invitation. Making participation a benefit. Encouraging families to get healthy together for the sake of the love and care they have for each other.
-Isolated rat in a cage
-Chooses the Drug laced water bottle
-Rats with companions, cheese, tunnels, prefer the water and avoid the drugs
-100% to Zero
wrote The Globalization of Addiction (2008) Bruce assert that addictions come from deep imbalances in a person’s life. Narrow fixations which offer a bearable substitute to an unbalanced/ unfulfilled life.
WHAT’S RELEVANT IS WHAT PEOPLE CARE ABOUT…..
Amy: PEOPLE WANT TO BE HEALTHIER, THINNIER, FEEL YOUNGER AND MORE ENERGIZED. IT’S EVIDENT. YOU DON’T HAVE TO CONVINCE THEM TO WANT BETTER HEALTH. COMMUNICATING ON AN EMOTIONAL AND GIVING PEOPLE IDEAS AND WAYS TO MANAGE THE HURDLES IN THEIR LIVES WILL HELP TO LEAD TO A MORE FULFILLING LIFE SO THEY MAKE THE HEALTHIER CHOICE.
Common theme is NOT it tastes good, it’s FEEL GOOD, Make’s life better, selling HAPPINESS AND FUN!...So as we plan out communications, for wellness we have to focus NOT on WHAT IS HEALTHY or GOOD FOR US, but what employees really want and desire, which is to feel good, secure, fulfilled.
Ask the audience this question. THE POINT IS TO SUPPORT THE PREVIOUS SLIDE. And to show that when attempting to engage people, we have to tap into these emotions and these needs that yearn for life satisfaction.
Incorporate different dimensions of the program
Promote, engage in quarterly challenges, weekly themed emails with tips and raffle prizes
Striking emotion and make it eye catching - more exciting/inviting to attend a presentation
How many of you have a communication plan for the year? For the quarter?
Who has a version of the plan distributed to employees?
Importance for internally planning, but also for employees to set expectation