This poster caught my eye while I was on my way to swim at the UCSF Fitness Center. Initially, I thought it was targeted at me but on closer inspection, and with a little bit of dismay, I realized it is aimed at the staff of UCSF—who hopefully are enjoying the fitness center as much as I do.
This poster is a perfect example of well-executed employee wellness incentive and communication for a health risk assessment (also called a health risk questionnaire). “How does $75 for 15 minutes of your time sound?” Sounds good to me! It follows: “Complete the online StayWell health assessment and receive a $75 gift certificate valid at the UCSF Fitness and Recreation Centers.” It then details how to access the survey and how you can use the gift certificate (like massages, classes and personal training).
Why this poster—and the incentive—work:
With a little investigation, I found the HR announcement that goes with this poster online. Unfortunately, it is an example of what not to do when communicating a program like this. It is all big big figures that individuals can’t comprehend and the best part of the deal—the $75 incentive—is buried below the less-relevant data. It says:
Did you know?
While interesting, none of that data is going to inspire or motivate me to get off the couch—or to take an online assessment. Wellness communication should stick to the personal perspective for the best results. Employees connect with what wellness means to them and their families. They don’t connect with figures in the millions or billions.
Jennifer Benz, SVP Communications Leader, has been on the leading edge of employee benefits for more than 20 years and is an influential voice in the employee benefits industry.