Moving the Needle by Maximizing Participation
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The document provides guidance on effective strategies for marketing wellness programs to employees, including creating compelling messaging to address employees' problems and needs, offering programs and incentives that provide value to employees' health and finances, and including clear calls to action. It also discusses the importance of senior leadership support, targeted campaigns, and consistent multi-channel communication to boost program participation and outcomes. Overall, the document outlines a three-step process for marketing wellness programs that can significantly increase average employee participation rates.
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Moving the Needle by Maximizing Participation
- 1. Moving the Needle by e Maximizing P Participation Steven Aldana, Ph.D. CEO We ellSteps
- 2. Today’s O Objectives Learn how to use effective marketing strategies to get e employees to engage in your wellness programs Create messaging that wil get employees to want to ll participate Discuss ways to get senio leadership to help or employees engage Get a step-by-step plan to effectively promote your o wellness programs.
- 3. Proactive vs Reactive Programming c
- 4. The Insurance Carrier Wellness Gap r
- 5. Results of Bad D Deployment and Engageement Low participation Little program suppoort Weak management support Program viewed as a “perk” Susceptible to budg cuts get Failure to improve e employee health and reduce employee re elated expenditures
- 6. The Bottom Line Unhealthy Health Chronic Health care behaviors risks disease costs
- 7. The Bottom Line Campaign Participation Unhealthy Health Chronic Health care behaviors risks disease costs
- 8. The Bottom Line Campaign Deployment and D Participation Engagement Unhealthy Health Chronic Health care behaviors risks disease costs
- 9. The Bottom Line Campaign Deployment and D Participation Engagement Unhealthy Health Chronic Health care behaviors risks disease costs
- 10. The Bottom Line Campaign Deployment and D Participation Engagement Unhealthy Health Chronic Health care behaviors risks disease costs
- 11. Reaching E Employees Targeted Campaigns Smoking cessation Condition management Diabetes care Back care Low participation
- 13. Reach m more people Targeted Campaigns
- 14. Reaching Employees Population Campaigns Exercise Healthy eating Maintain Don’t Gain Money Matters HRA Policy and Culture change High participation
- 15. Poor Com mmunication Population Camppaigns
- 16. Excellent Co ommunication Population Camppaigns
- 17. The Problem in a Nutshell Unhealthy Health Chronic Health care behaviors risks disease costs
- 18. Marketing 101 t
- 20. Three Steps to Boosting Particip pation 1. Create compelling c copy (written words) 2. Offer something of v value 3. Include a call to action (what you want the person to do)
- 21. 1. Creating good copy g What are your emplo oyee’s problems?
- 22. Creating Solutions to Problems What are your employ yee’s problems? Poor Health Weight gain High Health risks, et tc Maybe they don’t ha a problem ave
- 24. Employee Engagement Employees who don’t care
- 25. Creating Solutions to Problems What are your employ yee’s problems? Poor Health Weight gain High Health risks, et tc Maybe they don’t ha a problem ave High health care cossts?? Reduced productivity y??
- 26. It’s not what you want, it’s what u your emplooyees want
- 30. Think Like an Employee
- 31. 2. Offer Somet thing of Value (solutions to th problems) heir What is your value pproposition? Better health, lower weight, tastier food, fewer medications, le stress, etc ess Financial incentive Happiness Hope
- 32. Collateral (mark keting) Materials Message should res sonate with employees Communicate in multiple ways and multiple times Email, printed materrials, newsletters, website, posters, tab top tents, ble meeting announcem ments, staff meetings SPOUSES
- 33. 3. Include a C to Action Call Register today Sign up now Join Us Get screened Take the HRA Walk at lunch
- 34. Do you need Branding? d
- 35. Wellness Brands s Live Well Healthy Lifestyles Well for Life Health Works
- 36. Feel good. Be healthy. Live well. a
- 38. Getting Senio Leadership or Suppport Different audience Message is usually dif fferent Copy? Value Proposition? Call to Action?
- 39. Three Steps to Boosting Particip pation 1. Create compelling c copy (written words) 2. Offer something of v value 3. Include a call to action (what you want the person to do)
- 40. Participation Numbers with This Proc cess Average Participation = 77%
- 41. www.welcoa.org Search for planning wellness See Appendix E