Session 6
Session 6 (Persuasive Letter) Case - ‘An Invitation to Wellness at Whirlpool Corporation’
“We know there is a direct correlation between employee wellness and the use of insurance benefit dollars. Employees who are well spend less of the company’s money. They feel better. They’re more productive. And, of course, they lead healthier, happier lives.”
Dana Donnley is Director of Employee Communication for Whirlpool Corporation, a $12.1 billion appliance manufacturer and marketer with assets placing it 161st on Fortune magazine’s list of 500 largest business organizations. With corporate headquarters in Benton Harbor, Michigan, Whirlpool has more than 39000 employees in the United States and 30 foreign nations.
“During the month of his or her birthday”, Donnley said, “we offer each employee in the headquarters a free mini-physical. Our company health nurse sends a letter to each employee sometime toward the end of the month before their birthday, inviting that person to participate.” Is this letter persuasive or directive in tone? “Oh, it’s persuasive,” Donnley replied. “The program is entirely voluntary. We pick up the cost and certainly encourage each employee to participate, but we can’t make them do it. We’ve got to persuade them that it’s in their best interest to have a physical at least once a year.”
“The biggest objection,” said Donnley, “usually revolves around confidentiality. People are concerned about that and sometimes have questions regarding how the information will be used. We do our best in that letter, and in personal conversations, to convince them that the results of these physicals are entirely confidential. The company doctor will see the results and then mail them to the employee. We don’t keep any records – the employee gets the original and no copies are made.”
What’s involved in the physical? “Well, it’s fairly comprehensive. The nurse records each employee’s height, weight, blood pressure, and vital signs. A routine exam is
“We know there is a direct correlation between employee wellness and the use of insurance benefit dollars. Employees who are well spend less of the company’s money. They feel better. They’re more productive. And, of course, they lead healthier, happier lives.”
Dana Donnley is Director of Employee Communication for Whirlpool Corporation, a $12.1 billion appliance manufacturer and marketer with assets placing it 161st on Fortune magazine’s list of 500 largest business organizations. With corporate headquarters in Benton Harbor, Michigan, Whirlpool has more than 39000 employees in the United States and 30 foreign nations.
“During the month of his or her birthday”, Donnley said, “we offer each employee in the headquarters a free mini-physical. Our company health nurse sends a letter to each employee sometime toward the end of the month before their birthday, inviting that person to participate.” Is this letter persuasive or directive in tone? “Oh, it’s persuasive,” Donnley replied. “The program is entirely voluntary. We pick up the cost and certainly encourage each employee to participate, but we can’t make them do it. We’ve got to persuade them that it’s in their best interest to have a physical at least once a year.”
“The biggest objection,” said Donnley, “usually revolves around confidentiality. People are concerned about that and sometimes have questions regarding how the information will be used. We do our best in that letter, and in personal conversations, to convince them that the results of these physicals are entirely confidential. The company doctor will see the results and then mail them to the employee. We don’t keep any records – the employee gets the original and no copies are made.”
What’s involved in the physical? “Well, it’s fairly comprehensive. The nurse records each employee’s height, weight, blood pressure, and vital signs. A routine exam is