Ervin Marketing Steers Ford to Better Health Behaviors, Lower Costs

ST. LOUIS, MO — St. Louis-based Ervin Marketing Creative Communications announced results of an internal communications campaign designed to motivate employees and retirees of Ford Motor Company to become healthier individuals. “The automaker spends more on healthcare than on steel for its vehicles,” says DeLancey Smith, President of Ervin Marketing. “Our job was to help their employees focus on making better lifestyle choices and educate them to be smarter healthcare consumers. Wellness is a lot cheaper than treatment.” This is backed up by the Wellness Council of America’s research that shows that for every $1 spent on wellness programs, employers can expect to save $3 in healthcare costs.

“Ford needed a partner like Ervin because of their extensive knowledge and expertise in change management,” says Hassan Azar, former Manager, Ford Healthcare Communications. “They helped us better understand what our employees were thinking and feeling and then developed meaningful messages to convert those ideas into action.”

The Ford campaign, utilizing a variety of media to reach approximately 275,000 employees and retirees, includes a Health and Wellness Workbook with DVD, workplace posters, signage, and calendars emphasizing fitness and nutrition. Weekly tips and hints appear on the Ford intranet along with health related advertising and feature articles in FORD World magazine and plant newsletters.

and who After 10 months of exposure, 7,000 randomly selected employees were surveyed online with the question: “Have you added anything new in the last year to improve your health and wellness?” More than 50% of respondents indicated they had gotten a physical or checkup, 54% exercised more, 55% ate more nutritious food, 37% dieted to lose weight and 2% quit smoking.

In response to the initial results of the campaign, Ruth Deljevic, Manager HR ONLINE & Communications at Ford Motor Company observes, “All the hard work and effort during 2007 helped to move the needle.” Based on industry data, Ford could expect to see a reduction in overall healthcare expenditures in the range of $7 million dollars as a return on their wellness investment.

“As more responsibility is being put on workers to bear healthcare costs, they need more information about the options available to help them manage them, “ comments Sallie Ervin, CEO and Chief Creative Officer at Ervin Marketing. “Wellness programs like this one are not only an effective way to control healthcare spending, but also result in better health for the individuals involved.”

Ervin Marketing Creative Communications is a full service, St. Louis-based marketing communications company with specialties in change-management, employee communications and healthcare communications solutions. Started in 1988 as a traditional Page 2 of 3 advertising and sales promotion agency, the company has evolved into a strategic marketing and consulting partner with its clients while still maintaining its core creative and production components. Notable clients include: Ford Motor Company, SSM Health Care, Pfizer, Ascension Health, THF Realty and McDonalds. Ervin Marketing Creative Communications is a Certified Women Business Enterprise by the State of Missouri.

Posted: January 11, 2008