Lifestyle Returns was Hershey’s Highmark-administered wellness program from 2007 to 2011. The program goal was to identify and reduce employee medical risks through the completion of a well-being assessment and getting recommended preventive screenings.
JNC Role: As an actively involved member of the program core team since 2008, I designed and wrote the Lifestyle Returns communications. For each program year, I developed a comprehensive communication strategy and a communication plan featuring monthly communications in various mediums and channels (print, home mailing, e-newsletter, newsletter articles, posters, digital signage, Internet and intranet postings, etc.).
Audience: This program was open to Hershey employees and their spouses/domestic partners who participated in the Highmark medical plan.
Communications: The general feedback received was that the Lifestyle Returns communications were clear, simple, and in the right frequency. The Savings Lives: Lifestyle Returns and eCleveland Clinic Consult article invoked an emotional response from readers and was probably the highest-read communication in the program.
Program: While Hershey had highly visible wins with employees and spouses/domestic partners who, through their participation, received early diagnosis of potentially life threatening diseases, overall participation rates were low. Through ad hoc feedback and focus groups, the general consensus was that employees preferred a menu of incentive options and wanted the program expanded to include dependents age 18 and over and to employees outside the Highmark medical plan. This led to the replacement of Lifestyle Returns with the myWell-Being Program, administered by Healthways, in 2012.
Like many people, I believe there is something special about making a positive difference in another’s life. In the corporate world, finding those opportunities are rare. The Savings Lives: Lifestyle Returns and eCleveland Clinic Consult article was one of those experiences – both during the interviews with Lliane and Megan and the through response that followed after the article was published – where I felt I made a difference.
I appreciate your comments and feedback about any of these communications. Let me know what you like or don’t like or if you have any questions about the communication strategy, the program, or vendors used. Just ask me! Also, from one peer to another, if you see a typo, please let me know. Thanks!
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