The challenge of marketing wellness programs to small versus large firm employees

The authors extend prior research by examining employee attitudes towards wellness programs among thirty-eight large and small companies in five states. Program components that were considered to be most desirable by workers at different sized companies are identified in a series of regression models. The results indicate that different sized firms can emphasize general wellness and aerobic exercise programs during the design phase of employee wellness programs. However, employees at large companies were more interested in early detection programs than small firm employees.