Wednesday, September 11, 2013

Frequency Beats Quantity with Workplace Wellness Newsletters

Quarterly wellness newsletters for employees that come to your company. Hmmm. Personally, I like to use them on my kitchen floor beneath the dog's food and water bowls. They do a good job at protecting the wood.

That's the good news about these newsletters, and if you are a serious mental health provider or employee assistance program trying to help employees, I would suggest that you find a new use for these publications, or get a dog.

Quarterly newsletters are given to your company for one reason alone: More frequently would be too expensive. These publications are not frequent enough to make an impact and there is too much material at one time for employees to read before they are distracted and put it down forever.

So at two levels, they make no impact -- content and frequency. The truth is that these 4-pagers that come "free" tied in string, are written by freelance copywriters who--until they tackled the article on the five best vegetables with potassium after reading Wikipedia--had no occupational health or employee assistance knowledge whatsoever, unless of course they have an alcoholic in their family. In this case, like most family members of alcoholics--they are are impermeable experts.

Here's what you need to do to make an impact with your company newsletter or wellness newsletter for employees. First you need to consider an employee wellness newsletter that has monthly frequency. Don't give me the old song and dance that employees have too much to read already and that monthly is too much. I'm talking about two pages with an average of 130 words per article. Second, this two-page (any less frequency and you will lose impact and top of mind positioning for whatever program you are trying to promote) newsletter must delve deeper into topics employees don't see on television: Try looking for a company or employee newsletter with articles and titles--newsletter topics that leave employees with "more" to grow with. Titles like:
  • Improve Your Emotional Intelligence;
  • Multitasking Versus "Chunking" (Time Management)
  • Don’t Let Mental Health Get Flabby
  • Medication Memory Minder App Available
  • Subtle Clues to Suicidal Risk
  • Myths about Tolerance in the Workplace
  • Date Rape Drugs Still a Hazard
  • The Performance Conversation
These articles are not the kind that managed care companies print. The truth is that managed care companies are not not trying to make an impact. They are trying fill the contract requirements.

Employees will read, pass around, and take home a corporate wellness newsletter with articles like you see above, and family members will benefit. This is the impact you are looking for so your company's bottom line benefits along with the employee behavior change or improvement. You have a captured audience in your workforce. Feed them the good stuff. Get a newsletter that delivers wellness and productivity. Try a free trial of FrontLine Employee Workplace Wellness Newsletter .

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