As marketers, before we ever create a campaign or design a marketing automation program, we look at the world through the lens of those we are seeking to serve. In the case of life sciences, that’s often the patient. As we are developing user experiences, weaving in behavioral change best practices, and creating engaging content strategies, we are also investing our hearts into crafting programs that makes a positive difference. You know what else we invest? Our time.
It’s a little bit awkward to admit,
but the truth is, often times as we are creating marketing campaigns and programs to support patient health, we are hunched at our computers, drinking coffee, and foregoing sleep. The uncomfortable irony grew to the point that we decided to create a company well-being program. Since we work in a deadline driven business, we needed to design a program that worked around our schedules. Our solution: focus on high-return on time investment activities.
Why high-return on time activities?
When humans are really busy, and we experience modern stress, if we don’t communicate to our bodies that we are safe, then that stress can trigger our innate survival instincts and have a negative impact on our performance and our well-being. Yet, when we turn to the right techniques, we can convert that modern stress into eustress, which is the beneficial stress that can fuel us towards our goals in a sustainable way.
Interested in learning some of the 1-minute techniques we use? Catch the recording of our company lunch & learn here.
How to Integrate Well-Being for a Company-Wide Impact
As a $7.8 billion industry1 (and growing), corporate wellness programs can mean different things to different people. Sometimes the target outcome is to improve health insurance premiums, some programs are designed with productivity in mind, and others are focused on team engagement at work.
The first step in integrating well-being into the company ethos is to define the desired outcome. We chose to take a multi-dimensional approach to well-being with an emphasis on those high-return on time investment activities.
We set our “true north” with this mission statement: To promote and support individual and corporate well-being so we can all access the best parts of ourselves at work and beyond.
Creating the program
With our true north established, we set out to incorporate what we know about creating effective patient programs, which meant engaging our target audience (in this case, that was ourselves) in co-creation sessions.
2. Piloting an initial program
For our initial initiative, we decided to pilot a program focused on mindsets, nutrition, and movement. To keep the multiple dimensions of well-being top of mind, we named our program the EUDAIMONIA CHALLENGE (eudaimonia is the Greek word for well-being/human flourishing). We set it up as a 6-week challenge and integrated motivation levers including social support and metrics.
3. MVP (minimum viable product)
As a technology-driven company, it was tempting to create a tech solution out of the gate. But what we decided to do was pilot with the minimum viable product so we could quickly test, learn, and iterate. The pilot solution: an Excel spreadsheet and manual tracking.
We offered two options: to participate as individuals or as a team. What we found? Those that participated on a team were 52% more likely to be engaged or super-engaged. Furthermore, we found that those teams that copied teammates on their weekly tracking had the most consistent participation.
Qualitatively and quantitatively, the EUDAIMONIA CHALLENGE had a positive impact at the individual, community, and company level, including:
- Reduced stress
- Increased energy
- Greater camaraderie
- Easier access to the flow state (also known as being in “the zone”, that sweet and magical spot where creativity and productivity meet to produce exponentially awesome results)
“Same deadlines, but less stress”
“I feel that everyone in the company is more engaged with each other and people who don’t normally chat have now become friends”
We have two initiatives on deck. In Q3, we have a gender-bias awareness initiative being planned, and in Q4 we’ll be bringing the 6-week EUDAIMONIA CHALLENGE back, and this time we’ll include technology integration.
Interested in creating your own well-being initiative? Feel free to ping me with questions (@simonavivi on the socials ) or reach out to Chris Mycek, our chief customer officer, at firstname.lastname@example.org for a copy of our goal tracking sheet and other resources to get you started.
1: IBISWorld Industry Report OD4621 Corporate Wellness Services in the US, February 2016
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