At the turn of the 20th century, the world’s best engineers and mechanics attacked the weighty challenge of human flight. They labored over ways to adapt what they knew – heavy machinery – to solve the problem.
The Wright Brothers looked at the same issue with a completely different perspective. As bicycle mechanics, they used light materials and understood wind resistance. As machine shop owners, they understood the nuances of motors and parts. They knew steam engines wouldn’t fly.
Today, many well-intentioned companies are tackling major challenges – lack of participation in wellness programs and employee engagement, rising healthcare costs, unawareness of benefit plans, lack of corporate productivity – with the same methods and strategies they’ve tried for years. They feel stuck.
The bottom line: It’s tough to get employees to tune in, let alone change their lifestyles, considering the way we’ve all been conditioned to think about health, wellness, and employee benefit programs.
Instead of being trapped in minutiae, it’s time for a new mentality that begins with understanding the critical importance of communication.
Communication: The First Thought, Not an Afterthought
Many organizations spend a great deal of time, money, and energy building wellness programs that include well-crafted options, services, and incentives. These plans look excellent on paper.
So why are engagement and enrollment still top concerns of wellness program directors? Why are so many people sedentary? Why don’t we walk a little more? Why don’t we do the simple things, like eat smaller portions?
Why did Dr. Dana E. King, a professor in the department of family medicine at the Medical University of South Carolina, recently analyze Americans’ overall health in the past two decades and issue a C-minus grade?
That’s an expensive C-minus.
The answer: Having a feature-rich, seemingly amazing wellness plan or benefits package is useless if employees aren’t aware of the value. A great plan poorly communicated is like a fantastic sound system that lacks an “on” button. What good is it, really?
But rather than receive spotlight treatment, communication is an afterthought, existing in the shadows. When it’s time to send an email or produce newsletter copy, it gets to peek out. Then it goes back into hiding.
Offering health-related programs that align with corporate strategies and employee goals is smart, but those programs are the icing. The cake – the foundation for behavior change and real progress – is creative, persuasive communication that gets people to notice those programs in the first place. Studies show communication is the single biggest difference-maker for organizations aiming to improve their employees’ engagement, health, and productivity.
All companies and communities want their wellness programs and events to be embraced, and then quickly communicated and shared with others. To achieve those goals, you must have a forward-thinking communications framework that is flexible, reproducible, relevant, and entertaining.
A key step to building that framework is embracing mega-trends that are changing the way wellness programs are built and communicated:
5 Mega-Trends to Accept and Adopt
1. People will demand a compelling reason to believe and commit.
For years, the healthcare industry and public health professionals have been in the driver’s seat, and the results have been predictable:
• A risk-driven model that screens populations and then focuses on the highest-risk people
• An authoritative approach that tells us what to do or not do
• The guiding presence of a coach or other medical professional
This health communication model produced numerous success stories, and medical-based facts will always be essential. But we still hear the same complaints from managers and program administrators: low participation in programs, unawareness of available benefits and self-help tools, etc.
Lifestyle choices contribute to about 50 percent of our disability and premature death. That was true 30 years ago, and it’s still true today.
So, what’s going to motivate Jack in Accounting? What’s going to make him take the stairs, start riding a bike, or enjoy the peace of working in a garden? Jack is going to start moving when he is moved – when he’s emotionally invested in improving his health.
Effective health, benefits, and wellness communication targets both sides of the brain – the left side that makes sense of pie charts, and the right side that has a passion for Picasso. You can’t collect attention from employees unless you first connect with them.
It’s time for creative visual graphics. It’s time for quick videos. Think “telegraphic messages.” It’s time to invite a chef to your next staff lunch. It’s time to end the Era of Sterile. Cold stethoscopes and colonoscopies are not people’s idea of a wellness experience.
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