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.
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:
Additionally, some more comprehensive programs might also measure:
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?
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:
Wellness needs depend on individual health statuses and goals. Therefore:
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.
Create beginner, intermediate, and advanced levels of participation. This allows employees at different health levels to engage meaningfully without feeling overwhelmed or underwhelmed.
Busy employees are more likely to participate if the program fits easily into their lives. Design an accessible program with pillars like:
Higher levels of leadership support lead to increased wellness program engagement. Include:
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:
A workplace that prioritizes health makes it easier for employees to participate in wellness programs. Still, that doesn’t happen overnight. Instead:
Adding elements of fun and competition can significantly boost engagement.
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.
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.
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