Through multiple rounds of qualitative research with members and internal subject-matter experts, in-depth analysis of existing white papers, and a close examination of the competitive landscape, we discovered that people tend to create meaningful change in their lives primarily through internal motivation.

This will not only save money for the member and BCBSM, but also ultimately help members live better, healthier lives through their own choice. Our role is to provide them with individualized incentives that focus on what members genuinely care about in their lives.

Through our initial phase of research and discussions with members, we found that many lacked effective ways to communicate and find answers or support from individuals in similar situations. Existing tools within larger social networks, such as Facebook groups, currently fill the void.

Building a community through a social space where members can interact, answer, and encourage each other became a necessary part of our push to change behavior. This also presents a creative opportunity to incorporate the latest trained AI models for coaching via chat and expand existing coaching services to better support members who require a little extra encouragement.

Adding wearable device integration and the ability for members to hyper-personalize their profiles opens doors for deeper health plan integration created by providers, and provides members with personalized recommendations on further actions to encourage them to take action at their own pace.

This level of personalization will also help us, as well as our group customers, better tailor and offer incentives and redeemables that are relevant to each individual member, as well as communicate more effectively and provide them with programs and rewards that serve their interests.