52% of American employers offer a wellness program as of 2023. However, research shows the average wellness program participation rate is about 30%.
Think about that for a moment. You’ve invested time, money, and resources into a wellness program, but only a third of your workforce engages with it. That leaves over 60% of your employees missing out on potential health benefits. And on the corporate level, your company is losing out on the promised returns of these programs – reduced healthcare costs, increased productivity, and improved morale.
With tight budgets and increasing pressure to show ROI on every initiative, few companies can afford such inefficiency. That’s why employers turn to outcome-based wellness programs, but even with these, you must dramatically increase participation rates to reap maximum benefits.
What Is An Outcomes-Based Wellness Program?
Outcome-based wellness programs are incentive-based employee behavior and lifestyle change programs sponsored by an employer. These programs tie health-related rewards (positive incentives) or penalties (negative incentives) to specific health metrics or goals. They typically involve:
Step 1. Health assessments: Participants undergo screenings to measure key health indicators. Common metrics used in these programs include:
- Body Mass Index (BMI)
- Blood pressure
- Cholesterol levels (often broken down into LDL, HDL, and total cholesterol)
- Blood glucose levels
- Tobacco use status
Additionally, some more comprehensive programs might also measure:
- Waist circumference
- Triglyceride levels
- Cardiovascular fitness (through tests like VO2 max)
- Alcohol consumption
- Stress levels (through questionnaires or cortisol testing)
Step 2. Goal setting: Specific health goals are established based on the assessment results.
Step 3. Interventions: Programs or resources are provided to help participants reach their goals.
Step 4. Measurement: Progress is tracked over time through follow-up assessments.
Step 5. Incentives/Penalties: Rewards or consequences are applied based on whether participants meet their goals.
So, how do you get employees to participate in outcome-based wellness programs?
8 Tips to Increase Participation Rate of Outcomes-based Wellness Programs
- Clear communication and education
As noted in a Harvard Business Review article, some employees do not even know the benefits offered by their employer.
For example, while 96% of employers in Gartner’s 2020 Well-Being Benchmarking Survey offered mental well-being benefits, only 42% thought their employer did. There’s no point in having a wellness program if your employees don’t know or are unclear about its offerings. To avoid that:
- Explain the benefits clearly: Use simple language to outline the health benefits and any incentives. For example, “By participating, you can save up to $500 on your annual health insurance premiums.”
- Use multiple channels: Don’t rely on a single email announcement. Use a combination of company-wide meetings, departmental briefings, informational posters, and digital platforms like the company intranet or internal social media.
- Address privacy concerns: Be transparent about data handling. Clearly state who will access health information and how it will be used. Consider bringing in your data security team to explain the safeguards in place.
- Personalized goal-setting
Wellness needs depend on individual health statuses and goals. Therefore:
Allow individual goal-setting
While the program may have overarching targets, let employees set personal goals. For instance, one employee might aim to lower their blood pressure, while another focuses on reducing their BMI.
Offer different tiers
Create beginner, intermediate, and advanced levels of participation. This allows employees at different health levels to engage meaningfully without feeling overwhelmed or underwhelmed.
- Make it convenient
Busy employees are more likely to participate if the program fits easily into their lives. Design an accessible program with pillars like:
- On-site health screenings: Saves employees time and removes the barrier of having to schedule external appointments.
- Flexible scheduling: Provide options at different times (early morning, lunch, after work) to accommodate various schedules.
- Digital tools: Implement user-friendly apps or platforms that allow employees to track their progress, log activities, and access resources easily from their smartphones or computers.
- Leadership involvement
Higher levels of leadership support lead to increased wellness program engagement. Include:
- Visible executive participation: Have C-suite executives and managers publicly participate in health screenings, fitness challenges, or wellness workshops.
- Success stories: Encourage leaders who have benefited from the program to share their experiences. For example, a department head could discuss how the program helped them manage stress or improve their fitness level.
- Lead by example: Ensure that leadership respects wellness program time. For instance, avoid scheduling meetings during popular fitness class times or respecting “no email” periods to reduce stress.
- Positive incentives
Leverage the carrot vs. stick approach, i.e., rewards vs. punishment, to boost participation and engagement. Here’s how to make a big deal out of the carrot:
- Meaningful rewards: Go beyond token gifts. Offer substantial wellness incentives like health insurance premium discounts (e.g., up to 30% reduction), extra paid time off (PTO), or contributions to Health Savings Accounts (HSAs).
- Points-based system: Implement a system where employees earn points for various healthy behaviors and improvements. These points can be redeemed for rewards. For instance, 100 points might equal a $50 gift card, while 1000 points could mean a full day of PTO.
- Create a supportive environment
A workplace that prioritizes health makes it easier for employees to participate in wellness programs. Still, that doesn’t happen overnight. Instead:
- Foster a culture of health: This could involve policies like no-meeting Wednesdays to encourage midweek physical activity or implementing standing desks and walking meetings.
- Healthy food options: Replace vending machines with healthier alternatives. Subsidize nutritious options in the cafeteria or provide free fresh fruits and vegetables in break rooms. Consider partnering with local farms for fresh produce deliveries.
- Physical activity opportunities: Create an on-site gym or fitness area, offer subsidized gym memberships, or organize regular group activities like lunchtime walks or after-work yoga sessions.
- Gamification and friendly competition
Adding elements of fun and competition can significantly boost engagement.
- Organize department-vs.-department step challenges or weight loss competitions. Use team-based approaches to foster camaraderie and peer support.
- Implement a digital platform that allows employees to track their progress and see how they compare to others. Ensure this is opt-in to respect privacy concerns. For example, a company-wide dashboard could show aggregated data on total steps walked or pounds lost.
- Use creative ways to visualize progress, like a giant thermometer in the lobby showing company-wide fitness achievement or digital avatars that evolve as health goals are met.
- Integrate with existing benefits
Show how the wellness program complements other benefits. For example, demonstrate how improved health through the wellness program can lower out-of-pocket healthcare costs. Most importantly, expand the program to include other pillars like mental health, financial wellness, and work-life balance components. This broader approach can appeal to more employees and create multiple entry points for participation.
Final Thoughts
Boosting participation in outcome-based wellness programs requires more than offering health screenings and gym memberships. After all, the goal isn’t just to hit a participation metric but to create lasting change in your employees’ lives and your company’s culture.
Remember, the strategies we’ve discussed can’t achieve much on their own; the key to long-term success lies in authenticity. Your commitment to employee well-being should be genuine and reflected in all aspects of your company culture. When employees feel truly valued and supported in their health journey, participation becomes less about hitting targets and more about being part of a community that prioritizes wellness.