How To Sell Your Corporate Wellness Programs to Employers

A healthy business is a successful business.

What's the best way to fill your pipeline with local employers who want to improve employee wellbeing?

Why is it so hard to sell corporate wellness to employers?

Smaller employers don't want new costs & larger ones already have corporate wellness providers
Misconception that insurers, brokers, health systems are likely prospects
Smaller employers may need more affordable programs like lunch-n-learns
Need better lead-generation techniques than cold calls, purchased emails, brochure mailings
Proposals emphasize general wellness benefits over measurable results tied to specific employer's priorities (absenteeism, presenteeism, productivity, profit, employee sat/retention, etc.)
Providers lack strategies to bootstrap health fairs, wellness fairs, or small initial contracts into larger programs

Lack of marketing activities to nurture leads during slow corporate decision making process
Lack of strategies for marketing to employees when employer won't contract directly
On-again/off-again interest from prospects due to shifting/conflicting internal priorities
Mismatch between capabilities/proposal vs prospect's requirements (scope, multiple locations, multilingual, etc.)
Difficulty filling pipeline with prospects whose scope fits your current capabilities
Missed opportunities to bid on larger projects due to lack of strong relationships with other providers

What's the best way to get more corporate wellness customers?

The Local Marketing Triangle^©
for Health & Wellness

To get more customers, you've got to get your business in front of people who don't know about you yet and are actively looking to buy services like yours.

The Local Marketing Triangle achieves both goals:

Google Ads promotes your business to people actively looking to buy services like yours
Your Google Business Profile earns your visibility in local 3-pack, next best thing to an ad
Your website does the heavy lifting: anticipating what prospects typically wonder and worry about

More about the Local Marketing Triangle >

"But...what about backlinks? Directory citations? E-books? Facebook? TV? Radio? Postcards? Etc."

Backlinks and directory citations? Important years ago. Today, no longer relevant for local search. You can safely forget about them.

TV, radio, newspapers & direct mail? They target everyone in a region, so you pay to show your ad to lots of people who will never care about what you sell. That makes it an expensive way to get prospects. Worth a look as a secondary strategy, but not as your primary marketing tool.

Facebook Ads? At least you can target people interested in a broad category, like fitness or yoga. But unlike Google, it doesn't show ads based on purchase intent. And it significantly restricts what health and wellness ads can say or show. Worth a look once you've got Google Ads, your business profile and your site dialed in—but it shouldn't be your primary advertising tool.

Facebook business page posts? At least they're free. But they only show up in newsfeeds of people who already know about you. You need awareness among people who don't know about you. Better for staying connected to customers you already have.

E-books or PDFs? Potentially useful lead magnets—once folks are in your sales funnel! But they don't help people discover your brick-and-mortar wellness business in the first place.

"Research shows that more than 90% of qualified leads for local health and wellness businesses come from Google Ads, your Google Business Profile, and your website, so that's what deserves your time and budget."
~Don Muchow, Radial's Chief Content Officer