Crowley Holdings, Inc.

Charting the Right Course to Wellness Success © 2015 Interactive Health

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Charting the Right Course to Wellness Success – Crowley Holdings, Inc.

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Crowley Holdings, Inc.

The history of Crowley Holdings, Inc. dates

back to 1892, when founder Thomas

Crowley — the grandfather of current chairman

and CEO Thomas B. Crowley Jr. — purchased

an 18-foot Whitehall boat to transport personnel

and supplies to ships anchored in San

Francisco Bay.

Today, Crowley is based in Jacksonville, FL,

and serves as a holding company for multiple

global business lines and subsidiaries. The

company engages in domestic and international

activities in the areas of transportation, energy

support, and petroleum transportation and

distribution. It is wholly and privately owned by

the Crowley family and has approximately

6,000 employees, about 1,500 of which are

professional staff.

In 2006, Crowley designed and instituted its

initial wellness program. The program was

participation-based and consisted of gym and

weight loss center membership reimbursement,

an internal website, a corporate fitness center in

the company’s Jacksonville headquarters, and

a finger stick blood panel with a $50 gift card

for participating.

The Tipping Point

In 2012, Crowley reached a “tipping point” that

motivated the company to engage a strategic

partner to revamp and manage its wellness

program. This decision was based on the

company’s re-evaluation of its vision of ongoing

success, its affirmation of its “One Team”

mission of personal initiative and accountability,

and its determination to tighten the

corporate infrastructure.

“We have taken a proactive approach in creating a work environment that nurtures the many dimensions of wellness while heightening engagement, reinforcing healthy behaviors, increasing performance and controlling health care expenditures. This has been done through a comprehensive program that we call ‘Live Well – For Today and Tomorrow,’ which incorporates incentives, coaching and goal setting to improve the total health and well-being of our employees.

“Since developing Live Well, employee health has collectively improved, and the company’s health care costs have been drastically reduced.”

Tom Crowley, Chief Executive Officer Crowley Holdings, Inc.

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Crowley’s specific objectives were to:

Continue reducing health care costs

Improve health outcomes

Increase program participation by bothemployees and their spouses

Use the program as an employeerecruitment and retention tool

Enhance the company’s overall cultureof wellness

Interactive Health: A Proven

Strategic Partner

To achieve these objectives, Crowley required

a strategic partner capable of accommodating

the company’s growth and providing robust,

innovative wellness solutions. Interactive Health

met Crowley’s needs and was chosen as the

company’s wellness program partner because

of its ability to:

Move Crowley’s program from participation-based to outcomes-based

Develop an enhanced clinical approach thatwould include a fasting venipuncture and anexpanded blood panel

Provide health coaching outreach

Introduce personal engagementand accountability

Demonstrate scalability to accommodatecorporate growth

Demonstrate proven savings

Interactive Health met Crowley’s criteria on all

points and was chosen as the company’s

wellness strategic partner in 2012.

A Holistic Approach Based

On Outcomes

Working closely with Crowley representatives,

Interactive Health immediately began to

introduce program innovations. Crowley’s first

step was rebranding the program as “Live Well–

For Today and Tomorrow.” This signifies that

Live Well is a holistic system that touches all

aspects of participants’ lifestyles, careers,

fitness levels and ages.

To maximize outcomes for individual

participants and the company as a whole, Live

Well encompasses five dimensions that work

together and support each other.

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How the Program Works

Personal Health Scores and Personal

Health Goals

From the perspectives of employees and their

spouses, Live Well begins by establishing a

Personal Health Score and Personal Health

Goal for each participant.

The first step is a two-part personal health

evaluation consisting of an online health

assessment and a fasting blood draw.

The online evaluation and blood draw provide

new participants with baseline Personal Health

Scores. The Personal Health Score focuses on

five controllable lifestyle factors: blood

pressure, LDL (bad) cholesterol, glucose,

triglycerides and tobacco use. Depending on

their health scores, participants are assigned

Personal Health Goals and recommended

steps to achieve the goals. Recommendations

may include changes in diet, new or improved

fitness routines, education on important health

risks, or ways to reduce stress at work or at

home — even working with additional health

care providers to address specific issues.

Financial Incentives

While achieving Personal Health Goals may

encourage certain individuals to maintain

healthy lifestyles, Crowley boosts motivation

through monetary incentives. The incentives

comprise a tiered system that rewards

participants with health premium reductions for

engaging in a broad range of healthy activities,

taking preventive health care measures,

and ultimately, achieving their personal

wellness goals.

As stated in the Live Well program guide, “Just

like safe drivers pay less for car insurance,

Crowley offers health plan contribution

discounts to health-conscious employees who

participate in and complete wellness activities.”

Participant Resources

At Crowley, Live Well participants are not left to

create their own personal health improvement

plans. To get them started, new employees and

their spouses receive comprehensive Live Well

guides. The guides explain how the program

works, describe the incentive program, answer

FAQs and list useful contacts.

Communication is Key

A foundation of the Live Well program is

continual communication to inspire and inform

participants. The Live Well Digest Newsletter is

a vital communication vehicle with four

elements: Inspire to Move, Nourishing You,

Health Harmony and Good Decisions.

Wellness activities that were

incentivized include:

Annual health evaluation Annual physical exam Faxing results to personal physician Meeting Personal Health Goal Participating in online health challenges Participating in health coaching

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Help – When and Where It’s Needed

On an ongoing basis, participants have access

to a broad range of valuable tools to help them

get on track and stay there.

Two workplace fitness centers(Jacksonville, FL andHouston, TX locations)

Offsite fitness center discounts

Weight management discounts

Online and telephonic health coaching

Onsite blood pressure kiosks

Virtual/tele-health kiosk

Educational opportunities andtuition reimbursement

Financial seminars (in-person and online)

Onsite and offsite annual flu shots

Mental health resources

Legal assistance

Answers are a Click Away

Participants also have 24/7 round-the-clock

access to two customized websites: one that

provides employees with information about their

health benefits, and a second devoted

exclusively to the Live Well program.

The Live Well site is where participants’ points

are tracked for the purpose of determining

incentives. Among the site’s other features are:

Online health coaching

Virtual/tele-health kiosk

Educational opportunities

Financial seminars

Live Well Digest Newsletter with 4elements: Inspire to Move, Nourishing You,Health Harmony and Good Decisions

Meeting Challenges…

Achieving Success

Tying Outcomes and Incentives

Meaningful change does not come without

significant challenges, and Crowley’s

introduction of Live Well was no exception.

However, Crowley’s experience demonstrates

the substantial advantages of a wellness

program that ties outcomes and incentives:

allowing employees to play a role in

determining their health plan premium

contributions, and eliminating the mistake

employers make when they raise health plan

contributions indiscriminately across the board.

Stretching Communication Resources

When employee education and information

sharing are vital to success, a company’s

communication resources may be stretched to

the limit. This is particularly valid when a

company like Crowley has employees spread

across multiple locations with varying job

schedules and time zone differences.

A related challenge is integrating and

connecting information from various points of

care: personal physicians, disease

management professionals, health coaches and

“When I started my healthy lifestyle six years ago, I had high triglycerides over 350. My most recent blood work revealed that my triglycerides have been reduced to a six-year low of 57. These results are due in part to Crowley supporting me when I travel. Many times, travel arrangements include an in-room refrigerator or stove. This allows me to cook in my room, which helps me stay on track while saving the company restaurant costs.”

Tricia Loveless, Crowley Employee

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Charting the Right Course to Wellness Success – Crowley Holdings, Inc.

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vendors. Too little integration and coordination

results in employees being inundated with

repetitious and redundant information that they

do not have time to digest.

At Crowley, the solution has been to utilize

communication vehicles that are already in

place and to coordinate interaction among the

various sources. This has called for a central

focus on consolidating communications from a

limited number of vehicles — newsletters, event

posters, email blasts and other social media

outlets — and highlighting a limited number of

important topics at a time.

At the same time, Crowley directs employees

to locations where they can obtain further

information about which they have a

particular interest (e.g., Live Well Digest,

customized website, monthly emails and

educational seminars).

Personal Points of Contact

Nothing replaces personal contact and the

ability to interact face-to-face to maximize

understanding and ramp up participant

motivation. To this end, Crowley instituted a

Wellness Champion Network in large locations

while Live Well Advocates serve the role in

smaller locations. In addition, Crowley’s Annual

Live Well Road Show serves to share program

updates, address employees’ questions,

provide and receive feedback and build peer

relationships. Furthermore, a “Crowley Moment”

emphasizing wellness, culture or safety is

shared before every meeting, thus putting the

Live Well message at the forefront of

employees’ minds on a regular basis.

Health Coaching Calls

Health coaches can play a vital role in sharing

resources and information with participants

facing serious health issues, yet every

organization faces challenges when health

coaches attempt to monitor participant health

progression and offer resources to those facing

serious health issues. This is particularly true

when participants are already working with

personal physicians.

Interactive Health’s health coaches are trained

to clearly communicate participant choice and

decision-making, while offering a variety of

tools and resources based on participants’

comfort and readiness to change. Most

importantly, Interactive Health’s health coaches

never “play doctor,” always deferring to

personal physicians.

Positive Outcomes Prove

Methodology

The following are results attained from Program

Years 2013-2014:

Claims costs have gone down, with a $1.5million reduction in health care costs since2012. Crowley attributes this in part to theLive Well wellness program

The number of tobacco users declined by33% in 2013; 2014 showed an additional20% reduction in tobacco users - likelyattributed to the addition of nicotine testing

Of the members who were asked to improve

based on their last health evaluation, the

following percentages improved in each of 4

key areas:

Blood pressure – 88%

LDL Cholesterol – 75%

Glucose – 55%

Triglycerides – 63%

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From 2013-2014, program members also

demonstrated the following:

90% of individuals in the healthy rangeremained healthy

50% of individuals in moderate risk and21% in high risk moved to a healthy state

45% of individuals in pre-diabetic rangemoved to a healthy state

63% of individuals in diabetic range movedto pre-diabetic range or a healthy state

53% of out-of-control diabetics moved to acontrolled state

Keys to Success

Top-Down Support

Employees who see their superiors participating

in Live Well understand that the program is

important and view participation in a positive

way. At Crowley, this is most evident in the

strong program support role Tom Crowley

displays. With his natural, approachable

manner, Crowley serves as a Live Well

cheerleader and chief proponent. This leads to

top-down support, with many other executives

and managers participating in the programs.

This is clearly illustrated when senior leaders

distribute the Live Well Digest Newsletter

monthly to employees and share program

information with employees via emails.

Top-down support also promotes a corporate

culture that emphasizes accountability of the

individual and success based on the company’s

“One Team” spirit. At Crowley, high

performance is not only valued; it is expected.

Corporate Culture

Crowley attributes much of its success to

having a corporate culture that promotes

personal accountability. The wellness program

enables employees to positively affect what

they contribute toward their health plan benefits

by working toward, and reaching, their Personal

Health Goal.

The company culture also encourages

communication and feedback on the wellness

program. Through in-person presentations at

the major offices regarding the wellness

program and incentives, employees are given

the opportunity to hear about updates to the

program, have their questions addressed,

and provide feedback and suggestions for

the program.

Focus on the Future

Recognizing the importance of their union

population, Crowley is partnering with their

Labor Relations group on various wellness

initiatives. They recognize a key to success is

to work with the unions to demonstrate value

and illustrate results. Currently, Crowley

provides educational material to these groups,

and participates in union meetings to

understand their level of interest with wellness

and to discover and nurture advocates within

the union population. Recently, there was a lot

of discussion around healthy eating, which can

be challenging for those working on boats. A

study was created where tugboats were

selected to receive healthier cooking recipes

and asked to use only these recipes for the

duration of the study. This study is currently

ongoing with results pending.

Looking ahead, Crowley has identified a need

to incorporate more environmental and social

dimensions into their wellness program. They

also plan on introducing a high deductible

health plan (HDHP) paired with a health

savings account (HSA).

(866) 279-1636 • www.interactivehealthinc.com

© 2015 Interactive Health© 2015 Interactive Health