Pebble-Tossing Beats Ripple Management
Toss a pebble; any pebble
When you toss a pebble into a pond, it creates ripples. The ripples spread outward, interact with the environment, and have effects that are often unpredictable and uncontrollable. If you've ever attempted to manage or control the direction of these ripples, you know it's a futile endeavor.
I used to think that - when it came to well-being programs, we could just toss a few pebbles, and we'd create a set of irresistible ripples (who doesn't want to feel better???) - all of which would flow in exactly the direction we intended. Ha! But in 2005, we truly thought we could take the benefits world by storm, help get people healthier, and - voila! - cost mitigation would be the happy result.
Wouldn't it be simple - and easy?
Of course! Offer cool programs, put in robust incentives, and let people know we'd built a new cathedral! But by 2008 we were scratching our heads - "we built it; why haven't they come?" We were tossing beautiful pebbles, and we just knew that the ripples would reach the shore in the exact formation we'd imagined. That didn't happen. So, we decided we need to manage those ripples! It was like studying at the George Santayana School of Strategy: "Having lost sight of our objective, we redoubled our efforts."
We're not retreating; we're advancing in another direction
We were earnest; we were passionate - and boy did we find a lot of folks who wanted to believe! We, effectively, shifted into a mode of promoting and seeking converts to our new-fangled "ripple-control business". We all invested a significant number of resources - time, human involvement, and money - trying to control the outcome of our well-being initiatives. We monitored participation rates, we scrutinized feedback, we frequently tweaked the program elements to ensure that we'd lead people towards risk factor reduction and cost mitigation. And it worked - but only for those who participated - and there simply weren't enough of them to reach "critical mass."
For the next 6-7 years, we (and, indeed, the entire industry) struggled mightily to demonstrate how well we could do - and how much better we could do it than our competition. We brought in claims analytics, we built eye-popping reports, and we had excellent client stewardship. But those darn ripples just kept doing their own thing.
Usage? What usage?
By 2021, it was no longer surprising to run across pieces like the study from Harvard Business Review, citing research from Gartner, that suggested it might be more beneficial to be in the "pebble-tossing business." The study highlights that employees respond more favorably to well-being programs when they believe their employer genuinely cares about their health and well-being, rather than the programs being surrogates for mere health plan cost control. In other words, it's the intent behind tossing the pebbles that matters, not the attempt to control their aftermath.
Furthermore, Gartner notes that three key stressors affect employees' willingness / capacity to engage:
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Toward a more human-centric approach
The emergent better way is that, instead of trying to control or manage every ripple, we should all focus on creating a conducive environment where the act of pebble-tossing itself becomes meaningful. This means offering programs and initiatives that are genuinely in the best interest of the employees, rather than those that merely serve the bottom line.
Drawing inspiration from these references, the message becomes clear: employers, consultants, and vendors should focus on becoming master "pebble-tossers." Instead of channeling energies into controlling the outcomes, we should invest in understanding what employees truly need and value, so that more of them opt in. Authenticity in intent goes a long way towards ensuring that the pebbles tossed create meaningful ripples.
Moreover, just as the metaphor advises us to "release the pebbles after we've tossed them," we can all learn to better trust the process. Once a well-being initiative is set in motion, instead of micromanaging every aspect, we can focus on attracting more people into the programs; we know the programs work. We can do a better job of marketing the programs, and then at providing ongoing support, resources, and the freedom for employees to find their own path to well-being.
Feelings as a buoyancy barometer
How many times have we heard - or said ourselves - "I don't feel like it!" The above Gartner diagram speaks to this - in ways we would all do well to notice - and adopt. It certainly doesn't mean employers should be hands-off. Instead, it calls for a shift in perspective. A well-designed program, rooted in genuine care and concern, is like a well-tossed pebble. It will naturally create ripples of engagement, participation, and positive outcomes.
The last word
As we navigate the complexities of employee engagement in well-being and health management programs, the lessons from pebble-tossing remain invaluable. Let's shift our focus from trying to control every ripple to becoming master pebble-tossers. Let's create initiatives that resonate with authenticity and genuine care. The ripples, in their natural and uncontrolled beauty, will take care of themselves.
~ Mark Head
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