Jun 25 2009
Following cost, poor employee program engagement and inadequate talks and support are listed as the greatest challenges for employers administering any health benefi t program.22
By law, employers are required to explain any benefits or explicit conditions of employment to all workers – this is called “due process,” and it usually takes the form of a packet of information that new workers are asked to review and sign during orientation or, in the case of existing workers, a brief communication during open enrollment periods.
Companies that only engage in the minimally required due process communication of a Company Wellness , however, do a disservice to the initiative and the company.
Opinions about Health Care in employers represent one of the largest disjoins between management and workers. In discussing the need for savings, most employers (70 percent) believe their company effectively communicates about rising Health Care costs, while only 34 percent of workers feel rising Health Care costs effect their business’ ability to succeed.23 When it comes to conduct, 74 percent of employers believe their workers ought to be held largely accountable for improving, managing and maintaining health, yet only 4 percent of employers think that workers engage in these activities.
Under the proposed rules, the four requirements to be a bona fide Company Wellness are:
- The total reward that may be given to an individual is limited. The departments invited comments on the appropriate level of the reward, suggesting that a limit of 10 percent to 20 percent of the total cost of employee-only coverage may be appropriate.
- The program must be reasonably designed to promote great health or prevent disease for people in the program.
- The reward must be available to all similarly situated people. More specifically, the program must allow any individual for whom it is unreasonably diffi cult due to a medical condition to meet the Company Wellness standard (or for whom it is medically inadvisable to attempt to meet the Company Wellness standard) an opportunity to satisfy a reasonable alternative standard.
- All plan materials describing the terms of the program must disclose the availability of a reasonable alternative standard.
Source: United States Department of Labor Employee Benefits Security Administration
As Northwestern Memorial’s Kathryn Krivy says, “The most fundamental failure in any Company Wellness is not communicating. You need to tell people what you’re doing and why you’re doing it. You have to get workers engaged and teach them of what’s going on.”
A properly implemented Company Wellness is designed to save a company more money with improved participation. However, a company must match its focus on program design with an equally strategic investment in efforts to engage workers in the initiatives.
Lay out your case – Despite widespread recognition of rising Health Care costs, workers remain skeptical that the concern affects company operations. In fact, only 53 percent of workers even believe what their company communicates about the subject.24 Companies need to be more candid and forthcoming about the amount they spend on Health Care and how that relates to larger budgetary constraints and potential investments.
Says Motorola’s Saenz: “We share with workers that we have been able to maintain Motorola’s Health Care spend trend below national average over the past several years due to their participation in our various Company Wellness Programs. This transparency is necessary to keep reminding people the reasons for our conduct.”
An effective strategy is to focus on the cost savings and central health benefi ts to the employee and not the company. By personalizing the information in this way, it creates a win-win scenario instead of presenting the program as a sacrifi ce on the part of the employee. Information ought to be presented through multiple channels, constructed in a way that makes sense to all levels of workers, and provided to workers, dependents and retirees.
Make it your own – Every Company Wellness will be different, and ought to reflect the culture of a company. While program areas will be determined by analyzing employee health risks, the actual offerings ought to be shaped by the nature of the company. Younger, more active employee communities may be attracted by different programs than an older or technicaloriented employee. In Addition, a global company with mobile workers will have different needs than a company with one central location.
As noted earlier regarding PepsiCo’s HealthRoads, one strategy is for employers to brand their Company Wellness Programs. Union Pacifi c Railroad (HealthTracks), General Motors (LifeSteps) and Caterpillar (Healthy Balance) all adopted this approach to help create recognition and a larger meaning around their efforts. Having a branded initiative helps workers and other stakeholders see the larger objectives of the Company Wellness , instead of focusing on isolated offerings.
Say it loud, say it proud – As a potential cost-saving initiative, Company Wellness Programs ought to be given the same executive support and internal commitment as any comparable company effort. Companies ought to not approach wellness as simply a preventive, financially-motivated program, but rather as an opportunity for the company to distinguish itself and become more competitive.
Jeffrey Treem, analyst, Edelman Change and Employee Engagement Group, says that effective communication about Company Wellness Programs ought to be integrated into existing company communication channels and vehicles. “This comprises executive communication to external stakeholders,” he notes, “because this sends a powerful message back to workers about the significance of the programs. Company Wellness Programs ought to not be treated as merely an additional employee perk, but rather an innovative and strategic effort to decrease costs and create a healthier work environment.” Talk among yourselves – The most powerful champions of any Company Wellness will be the participants.
Companies ought to discover ways to facilitate discussions about the program among workers. This could take the form of support groups, interactive media and the sharing of success stories.
However, since Company Wellness Programs touch on potentially private health issues, it is valuable communication remains positive and inclusive, while not pressuring workers. Discussion of wellness issues ought to be voluntary, though employers may consider providing incentives/rewards for those willing to contribute. Motivation and information from peers is likely to carry more credibility and significance than messages from management.