Driving Wellness Adoption by Connecting to Core Beliefs

Results

+150% lifetime value

2.5× registration rate

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Challenge

A Health & Wellness startup needed to increase registration for an all-in-one employee health program. They needed a way to identify their highest value prospects, target these consumers effectively, and launch a cross-channel, digital surround campaign that would drive acquisition and improve customer LTV.

Insights

The Wellness industry is deeply intertwined with individuals’ motivations, driven by how they perceive their health, understand risks, and respond to both internal and external incentives to manage and improve their well-being. Our Wellness Power Persona structure uncovered marked differences in both beliefs and behaviors across segments (excerpt below):

Market Incidence

“I have better health than my peers”

“I’m always looking for ways to improve my health”

“I exercise 4-5x a week”

Optimizers

“I believe in taking a proactive approach to health.”

Market Incidence

19%

“I have better health than my peers”

77%

“I’m always looking for ways to improve my health”

56%

“I exercise 4-5x a week”

54%

Aspirationals

“I believe I need to do more to stay healthy but need support.”

Market Incidence

19%

“I have better health than my peers”

27%

“I’m always looking for ways to improve my health”

37%

“I exercise 4-5x a week”

15%

Independents

“I believe daily routines are sufficient to maintain health and weight.”

Market Incidence

24%

“I have better health than my peers”

82%

“I’m always looking for ways to improve my health”

21%

“I exercise 4-5x a week”

52%

Program

Personalizing the experience–based on a rich understanding of consumers’ beliefs, motivations and preferences–enabled deeper, more meaningful engagement across all phases of their Health & Wellness journey.   

Engaged Optimizers

Your personal sidekick, wherever your health journey takes you.

Aspirationals

The journey to better health starts here. We'll help you keep it going.

Independants

Your personal sidekick, wherever your health journey takes you.

Results

+150%

Lifetime Value Vs. Bau

Offering the right personalized, data-driven benefits and tools yielded 2.5x higher registration rates vs. business as usual, representing a 150% increase in lifetime value for converted customers.

Human impact, measurable results

Results

+150% lifetime value

2.5× registration rate