There´s no doubt about it:  The way you live affects your health.  So why then are far too many people not making the behavioral changes they need to make?  Nearly 67 percent of American adults are overweight or obese; 60 percent don´t exercise, and even with all we know about its dangers, more than 20 percent still smoke.

These lifestyles choices not only affect one´s personal life ---- they are driving up healthcare costs across the board:  Consider these statistics:

-        50 to 80 percent of health care expenditures are related to lifestyle choices.

-        Sedentary employees have $864 more in direct healthcare costs.

-        The cost of cardiovascular diseases and stroke in 2005 is estimated to be $393.5 billion, according to the American Heart Association and the National Heart, Lung, and Blood Institute (NHLBI).

-        Obesity accounts for a whopping $100 billion annually in direct and indirect costs. Additionally, recent research shows that overweight and obese employees have medical bills up to $1,500 greater a year than those of people of healthy weight.

The lesson:  Employers need to get their employees off the couch and into a healthier lifestyle.

Wellness ... a financial and moral imperative

Anything that improves employee health potentially lowers medical costs. Michael O'Shea's "Better Fitness" column in the January 16, 2005, PARADE ® Magazine answered the question: To what extent can exercise lower my medical costs?

O'Shea responded that research by the Dallas-based Cooper Clinic indicates that being a faithful exerciser may cut hospital stays and doctor's visits-for serious or minor illnesses-by almost half. A 19-year study of nearly 7,000 men aged 20 to 80 suggested that fit men reduced their medical visits and bills by 46 percent. The study also showed that men and women who were out of shape and eventually became fit were able to lower their chances of being hospitalized by 42 percent. To get out of the low-fit group takes 30 minutes of physical activity three to five days a week.

Wellness programs have proven to be successful in driving behavioral changes needed to lead a healthier lifestyle.  However, underutilization impedes their effectiveness.  A 2005 survey by Deloitte Center for Health Solutions found that while 62 percent of companies surveyed had implemented wellness programs, fewer than 25 percent of employees were participating ---despite the fact that employers offer incentives to boost participation. 

To drive participation, employers must re-evaluate the incentives being offered.  Historically, employers have used cash as their primary incentive.  While cash or discounts have been shown to be effective in encouraging employees to get started with a wellness program, they do not create the necessary internal buzz or visibility to fuel ongoing participation.   What drives long-term involvement is the camaraderie that emanates from a viral marketing-based program.  

Viral Marketing .... making health promotion an integral part of corporate strategy

While typically associated with web-based companies, viral marketing can be used effectively at supporting key business initiatives ranging from corporate citizenship to health and wellness.  Word of mouth usually impacts organizations negatively. However, the work environment is unique with a special sense of community that creates opportunities to convert "gossip" into a viral marketing strategy that creates a positive impact.

Faced with rising healthcare costs, there´s no denying that companies need to create a culture of wellness within their workplaces ---- when employees are embraced by this type of culture, it becomes second nature for them to take control of their health.  Instilling health and well-being in a company´s corporate culture requires that the management of wellness needs to extend beyond HR and becomes integrated with corporate citizenship programs, thereby making it a vital part of the strategy, culture, and financial health of a corporation. 

Viral marketing drives this integration by publicizing the real benefits of company sponsored healthcare in a tangible, visible way. Health-related behaviors are recognized and rewarded with symbolic items that incorporate an icon linked to the business´s internal brand.  Using these symbolic items engages employees in support of the organization´s strategies and priorities, thereby building community around its objectives, driving employee participation, and sustaining healthier results.

Offering highly visible, fashion relevant incentives that employees can wear is one approach to this.  Examples include inspirational jewelry (a major current consumer trend) referencing the program brand and message.  Products may include bracelets, necklaces, and money clips. The continual reinvention and release of new items fosters word-of-mouth promotion that creates a growing buzz for the program and its objectives.  If done well, this becomes a classic viral marketing campaign. 

This is not to say that these kinds of incentive items should replace reward programs or discounts on benefits.  Like any other well-designed marketing program, the development of the right reward mix must be based on research. 

The bottom line .... employee and financial health

Clearly, there is a much richer way of engaging employees (and keeping them engaged) in health promotion programs than are currently utilized.  Incorporating a viral marketing strategy into a wellness program fosters the community-building that is necessary to drive employee productivity, enhance employee morale and loyalty, decrease utilization of employer-subsidized health benefits, and reduce absenteeism due to health-related causes. Successful wellness programs also increase an organization´s ability to attract and retain key personnel. An improvement in any of these areas has a clear bottom-line financial benefit to the organization.

Phil Rogers is Vice President of The Robbins Company. A global leader in the corporate recognition and rewards industry, The Robbins Company creates and implements cutting-edge recognition programs designed to drive employee engagement and deliver bottom line results (www.therobbinsco.com).  Via itsHealth Works recognition program, Robbins works with health promotion experts to create recognition and community-building programs that will elevate awareness, improve employee participation, and sustain healthier workforces.