All Star Incentive Marketing has highlighted communication as a central issue in employee wellness incentive programs. Its March 2023 guidance examines why a reward offer may receive limited participation even when the program has been carefully designed.

The article draws on research discussed by Harvard Business School professor Leslie John. The concern is that employees may not know about an incentive or understand how to use it.

All Star describes a focused initial rollout as one way to assess the proposed activity and employee interest before expanding participation. The intended behavior and the purpose of the incentive should be clear.

Promotion can use familiar workplace channels, including email, text messages and visible notices. The guidance emphasizes making the offer noticeable without overwhelming employees with repeated messages.

A continuing review of reward options is another recommendation. All Star favors gifts that reflect individual interests and create a meaningful recognition experience.

For employers buying wellness incentives, the article places program communication alongside the reward budget. Participants need to understand the activity, the available award and the steps involved in taking part.