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Employee wellness programs: a strategy for increasing participation.

J W Busbin1, D P Campbell

  • 1Department of Marketing, University of Southern Mississippi.

Journal of Health Care Marketing
|November 5, 1990
PubMed
Summary
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Employee wellness programs can cut health insurance costs, but low participation limits impact. A consumer marketing approach can boost employee engagement in these vital health initiatives.

Area of Science:

  • Health Administration
  • Consumer Behavior
  • Organizational Psychology

Background:

  • Employee wellness programs offer significant potential for reducing corporate health insurance expenditures.
  • Current participation rates in voluntary wellness programs average only 20%, limiting their overall effectiveness.
  • Low engagement necessitates exploring strategies to enhance employee involvement.

Purpose of the Study:

  • To investigate the factors influencing employee decisions to participate in workplace wellness programs.
  • To propose a consumer-oriented marketing strategy to increase participation rates.
  • To identify key drivers for employee engagement in health and wellness initiatives.

Main Methods:

  • The study employs a consumer marketing framework to analyze employee decision-making processes.

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  • Qualitative and quantitative research methods were used to gather data on employee attitudes and behaviors.
  • Analysis focused on understanding the psychological and practical barriers to program participation.

    • Main Results:

    • Employee participation is influenced by perceived benefits, program accessibility, and social norms.
    • A consumer-centric marketing approach, emphasizing tailored communication and incentives, can significantly improve engagement.
    • Understanding employee needs and motivations is crucial for designing effective wellness programs.

    Conclusions:

    • Implementing a strategic marketing approach is essential for maximizing the return on investment for employee wellness programs.
    • Higher participation rates can lead to greater reductions in organizational healthcare costs.
    • Future research should focus on the long-term impact of marketing strategies on employee health outcomes and program sustainability.