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Wellness
Case Study

Driving Wellness Adoption by Connecting to Core Beliefs

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 peers”
“Im always looking
for ways to improve
my health”
“I Exercise 4-5x a week”

Optimizers

“I believe in taking a proactive approach to health”

19%

Aspirationals

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

19%

Independents

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

24%

    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

    Aspirationals

    Independants

      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.
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