Why Launching A Wellness Program Makes Sense in this Economy

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Note: I recently caught up with Brad Cooper to get his take on the merits of launching a wellness program in this uncertain economy.  The following article is based on my interview with Cooper, the chief executive officer of US Corporate Wellness, Inc., the premier national provider of customized Employee Wellness Programs.

If you're one of the many companies that's witnessed an increase of 12 percent (or more) in health care costs over the past 5-7 years, Brad Cooper has a message for you: don't keep running around in a state of denial.  Admit that you have a problem, recognize that if you don't change your strategy the problem will persist, and take the first step toward cutting costs by launching a wellness program.

While the chief executive officer of US Corporate Wellness, Inc. (USCW) understands why some business owners may be inclined to hunker down and ride out the storm, during these difficult economic times, he believes their impulse is misguided.  Now is the time to find ways to save money, and wellness programs have been proven to provide substantial savings and return on investment, he says.

As a triathlete and a licensed physical therapist and athletic trainer, Cooper admits that he's a bit biased in favor of wellness programs.  In his career and in his personal life, he's witnessed the difference that a healthy lifestyle can make.  And he's convinced that active wellness programs have the power to change the culture of our businesses and our society, one company and one person at a time.

Why Active Programs Are Better Than Passive Ones

As the founder of a company that's dedicated to providing clients with customized programs that reach out to employees directly, Cooper is a big believer in active wellness programs versus passive programs.  With passive programs, he explains, employees need to make an extra effort to engage in the available programming.  In active programs, such as the ones created by USCW, employees are immediately engaged in the programming by a personal coach, once they express an interest.  And they typically remain more engaged, because they develop a rapport with their coach, enjoy the process more, and see better results.

"If you want a passive program you can do it for very little money, because you're not buying anything that's of value," Cooper notes.  "On the other hand, if you want an active program it's obviously a larger investment, but when you look at how much you'll be saving on health care, disability cost, sick leave, team building and presenteeism (when people show up at work, but aren't  "there" in mind and spirit), you'll see an amazing return on your investment."

How "amazing" is the ROI?  The standard figure in the industry for ROI on wellness programs is $3-$6 for every dollar invested for active programs, compared to a ROI of about $1 to $1 for passive programs, Cooper says.  "The bottom line is that if you have a program that really engages employees and works on behavior modification, and keeps people engaged over time with a high level of participation and you actually see a change in the company culture, you're going to see the higher end ROI," he adds.

Personalized Coaching: the Heart of an Active Wellness Program

In case you're wondering what an "active" program looks like, Cooper says that the heart of an active program centers around successful coaching.  At USCW, their philosophy is that "one size fits one, "rather than "one size fits all," because each person and company is different and deserves to be treated as such.  So, they offer a personalized coaching program that treats each employee like an individual, focusing on the wellness goals most important to them, whether they want to eat healthier meals, start an exercise program, fine tune their work/life balance, or prepare to run a marathon.

Instead of focusing on the negatives, the focus is on the positive, helping clients explore their motivation for wanting to change their lives.  Because when employees can focus on the payoffs that their lifestyle changes will bring - such as having more energy or being able to be more active with their children - they feel more positive about pursuing their goals.

Unlike some programs (offered through health insurance companies and other wellness programs), which use calling centers to follow up with patients in telephone calls that sometime only last 5-10 minutes each, USCW's program is more personalized and more in-depth. Employees who want to participate in the program are assigned a coach based on their interests and needs, and over a period of time, the coaches get to know their clients, developing a rapport with them, offering them support, helping them stay on track, and providing them with encouragement and tools to help them succeed along their path to wellness.   The personalized approach, he says, engages clients, allows them to be genuinely heard, and ultimately leads to greater success.

USCW coaches are trained to understand employees' temperaments and personalities, so that they fine tune their coaching based on what works best for their clients, rather than falling back on a one size fits all approach to coaching that is less likely to be successful, Cooper explains. So, if a coach knows that a certain employee loves to be a part of groups, because of her temperament, he may suggest that she join a running group or jazzercise class or weight loss group, depending on her goals and interests.

In addition to providing employees with their own personal coach, USCW also offers a varied menu of other options including Lunch and Learns, weight management programs, health risk appraisals, online tools to track employees' progress, and contests intended to inspire friendly competition.  "We offer all these bells and whistles, but our general mindset is that the only reason these other things are so effective is that we have such fabulous coaches," Cooper explains.

Do you have a wellness program that you believe is especially effective? If so, I'd love to hear from you. Please visit my website at http://www.wellnessjourneys.com and email me a message.

US Corporate Wellness Inc. is the premier national provider of customized Employee Wellness Programs. Based in Colorado, its clients include a wide array of companies and organizations including The (Denver) Children's Hospital (3,200 employees) and the American Humane Association (103 employees). To learn more about the company, visit its website at http://www.uscorporatewellness.com/

To learn more about other wellness programs and to download free resources, visit the website of the Wellness Council of America (WELCOA): www.welcoa.org

Ellen H. Brown

Copyright 2009 Ellen H. Brown

http://www.wellnessjourneys.com

For more information on leading a health, balanced, vibrant life, visit my blog, Stepping Stones, at http://www.wellnessjourneys.com/blog 

To sign up for a complimentary coaching session or a coaching package that's right for you, please visit my website at http://www.wellnessjourneys.com

Wellness Journeys: A Holistic Approach to Coaching