Objectives

• Engage with consumers beyond claims and healthcare
• Participate in the ongoing health conversation online
• Provide an open and transparent destination for well-being dialogue
• Differentiate the brand in a crowded market

Approach

• Create a “social brand” through online conversation
• Empower consumers to create content and influence wellbeing
• Evolve to a “social brand model” and ultimately a “social business model”

Results

• Beta Stage resulted in hundreds of UGC submissions (33% Text 33% Photos 33% video), registered participants, and influencers