Wellness marketing in the corporate context

Abstract

Purpose

This paper aims to provide a literature review of corporate wellness programs to develop recommendations for effective internal marketing of healthy behaviors in work environments.

Design/methodology/approach

A review of research literature published since 2000 addresses corporate wellness programs’ justifications and best program design practices.

Findings

Corporate and employee benefits documented in the literature are reviewed and best practices from published literature are identified to guide the design of wellness programs. These include framing clear messages, alignment of corporate culture and business strategy with wellness program goals, senior leader support, clear objectives and evaluation, incorporation of peer support and enjoyable activities, utilization of effective priming for healthy choices and consideration of legal and ethical incentives.

Research limitations/implications

Further research is needed, including how to frame messages for diverse work groups, how to carry out effective program assessments, what types of marketing appeals are effective, what wellness activities lead to healthy behavior change and how is increased employee productivity related to quality of life. Additional questions include how priming encourages healthy behaviors, what promotes healthy workplace cultures and what social marketing appeals promote healthy behaviors.

Practical implications

Senior managers can implement findings to create effective wellness programs benefiting employees and firms through improved employee health and productivity and reduced corporate health-care costs.

Social implications

Effective wellness programs reduce overall health-care costs for society and provide improved participants’ quality of work, personal and family life.

Originality/value

This research uniquely applies internal marketing, social marketing and marketing exchange concepts to best practices from the wellness literature and applies these to recommendations for effective corporate-based wellness programs.

Citation

Bontrager, F. and Marshall, K.P. (2020), "Wellness marketing in the corporate context", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 14 No. 2, pp. 273-288. https://doi.org/10.1108/IJPHM-04-2019-0027