To effectively reach your employees and health plan members, you must invest in a range of strategies to engage them in healthy behaviors. Offering just nutrition and fitness programs isn’t enough. Companies today must focus on all aspects of wellbeing to drive overall work performance and improve employee engagement.

Today, digital tools are essential to boost engagement in health behaviors. But there’s a catch—not all digital health solutions are a slam dunk. You can’t simply launch a wellness platform or send text messages and expect a flood of participation. Success is in the details, whether you’re offering diabetes management or tobacco cessation benefits.

In Tobacco Nation, a huge swatch of the Midwest and Southern United States, smoking rates can be as high as 40%. A single smoker can cost your company $6,000 annually. When one-fifth of your employees smoke, profits and productivity take a huge hit.

In Aon’s Consumer Health Mindset Study, 47% of employees said a key reason they didn’t participate in employee health programming was that the benefit “was not relevant to me.”

Within the United States is a country within a country—“Tobacco Nation.” In Tobacco Nation, 39% of adult Medicaid enrollees smoke. In Tennessee and West Virginia, the percentage of Medicaid enrollees who smoke is a staggering 47%.