Understanding Telehealth, Health, and Wellness Priorities - Insights from a 2025 B2B Executive Survey

Business Challenge

As a trusted name in digital health journalism, the initiative recognized a gap: while consumer perspectives are widely studied, executive attitudes toward health and lifestyle priorities-including how they balance personal goals with professional roles-remain underreported. The challenge was twofold:

1. Audience Understanding - Map how executives view telehealth adoption, workforce wellness, and investment priorities while exploring their personal health and lifestyle challenges.
2. Market Positioning - Reinforce credibility as the first journalism initiative to bridge executive strategy and human experience, shaping narratives that resonate with both industry stakeholders and the broader public.

Without these insights, the initiative risked overlooking a critical dimension of thought leadership: the human side of leadership.

Approach & Research Methodology

Jasper Colin executed a B2B quantitative survey (N=7,200) with national quotas across 50 states and top MSAs. Respondents included healthcare executives, HR leaders, payors, and innovation heads. The survey design measured:

Key Findings

1. Executive Priorities Beyond the Boardroom

• 64% of executives said their personal health goals (mental health, fitness, weight management) are as important-or more important-than business KPIs in 2025.
• 49% reported delaying or deprioritizing work projects to focus on personal wellness at least once in the past year.

2. Workforce Wellness = Leadership Mirror

• Leaders who personally prioritize wellness are 2.3x more likely to advocate for expanded employee health benefits.
• 58% of executives noted that their company’s wellness strategy is directly shaped by their own personal experiences with stress, weight, or mental health.

3. Telehealth Adoption

• 63% of organizations are piloting or offering telehealth beyond primary care.
• 51% of executives personally use telehealth for mental health or lifestyle needs-demonstrating alignment between professional policy and personal practice.

4. Investment Signals

• 72% of companies increased budgets for mental health in 2024-25.
• On a personal level, executives reported spending an average of:
  • $1,500 annually on fitness/wellness programs.
  • $1,200 on telehealth or therapy services.
  • $950 on nutrition, supplements, or lifestyle support.

Recommendations

Impact

The survey gave the initiative a unique edge by humanizing business leadership:

• 64% statistic on executives prioritizing personal health goals became a headline story, widely syndicated.
• 18% increase in professional readership engagement, with executives sharing stories across LinkedIn and industry forums.
• Positioned the initiative as a thought leader bridging industry intelligence with human insight, setting it apart from both trade media and consumer health publications.

Way Forward - Jasper Colin’s Difference

By blending executive research with behavioral insights, Jasper Colin enabled the journalism initiative to:

Through this B2B study, Jasper Colin positioned the telehealth journalism initiative not just as an observer, but as a catalyst shaping how leaders-and the public-view health, wellness, and work in 2025.