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7 Considerations for Your
2021 Well-Being Communications Strategy

Communication is key to a successful well-being program. But these days, we can’t rely on the communication tactics that worked so well when everyone was onsite. Sustaining employees’ well-being engagement during this challenging time is critical, so how do we adapt? In this blog, we share tips from our Communication Services and Creative Teams to help keep employees focused on their well-being, no matter where they may be working.

1. Leverage all the digital communication.

When you can’t use promotional materials like table tents or door clings, dial up the digital. Here’s how:

  • Post on workplace social media or create a dedicated instant messaging channel.
  • Place content in digital newsletters.
  • Insert key messages into virtual employee town halls.
  • Create short videos on well-being topics—maybe even one from a senior leader to show support for a culture of well-being.

2. Be sensitive to your audience.

While many people are working from home, you may have essential employees who are still reporting physically to work. Or, you could have both remote and onsite employees. Be sure to be inclusive of all situations in your communications, or target communications to specific segments of your populations.

3. Use direct mail to make an impact.

These days, a well-timed print piece mailed to employees’ homes can make a big impact. You’ll also get the added benefit of reaching spouses who might want to participate or support the employee in their well-being efforts.

This year, one of our clients went the extra mile and sent out a full kit to their employees, complete with inspirational messages that put smiles on their faces and useful tools they could use during the program year. The results were impressive—they got nine times the number of registrations compared to last year. Snail mail is getting more attention than it used to!

4. Create some hype.

Make sure you draw attention to the most engaging elements of your well-being program. For example, if you’re having a wellness challenge, send out a series of communications over the preceding weeks to build excitement. If you’ll be awarding prizes for your challenge, create a splashy virtual awards ceremony. Holding a virtual benefits fair soon? Dedicate a virtual “room” to your well-being program and showcase your offerings.

5. Play up socially connected activities.

Right now, we’re all looking for ways to stay connected. Communication can help forge connections by encouraging employees to join a team challenge, participate in virtual group coaching sessions, or attend a cooking demonstration. Anything that gets people interacting with one another—even virtually—helps combat the loneliness and mental health challenges we are facing.

6. Adapt visuals to the moment.

Our Creative Services Team has been working to keep design and content themes universal, since we don’t know when things might be “normal” again. In addition, we are using photos of backyards and other wide-open outdoor spaces to depict healthy places, versus images of a crowded gym.

Also, don’t forget the white space and engaging visuals. There is so much information coming at us these days. Make it easy for employees by using infographics, charts, checklists, and icons. Above all, keep the copy short and simple. A picture is worth a million words.

7. Seize the opportunity to focus on health.

We’ve found that employees are taking advantage of this time to be proactive about improving their health—especially those who have risk factors for contracting COVID-19. Now is the time to remind people that they have the power to improve their health and stay protected during the pandemic. Use communications to show them the helpful tools your program offers with a simple message: Don’t put your health on hold—you can take action today!

Employees want and need to hear from their employers as we navigate this health crisis—and good communication is at the forefront. Take advantage of these opportunities to be more connected with employees. It’s important to really drive home the fact that caring for their well-being right now can help them in so many different areas of their lives, including reducing stress, burnout, mental health impacts, and so much more.

For help creating a well-being communication strategy that seizes the moment for your organization, contact us at connect@webmd.net.

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