[ibimage==26854==Original==none==self==ibimage_align-right]
Welltok, the pioneer best known for developing its innovative Health Optimization Platform CaféWell, has recently made new strides in its effort to align rewards and incentives for consumers and population health managers. Through its recent acquisition of leading health app developer Mindbloom, Welltok will leverage its mobile, gaming, and consumer expertise to create a more personalized and tailored health program for users. Mindbloom aims to complement IBM Watson’s cognitive computing technology to create customizable Social Health Itineraries and has built popular and engaging apps featured by the Apple App Store and ABC News. Even more importantly for Welltok, the app developer has already had experience collaborating with leading health plans ad pharmacy retailers to create health program solutions.
“When we think of Welltok’s Health Optimization Platform it’s important to think about two things—great understanding of consumer experience while creating fun and engaging tools and also making sure there is a strong component to the product. You want to be with the consumer 24/7,” senior vice president and chief marketing officer Michelle Snyder said.
The integration of IBM Watson technology, which is able to analyze large amounts of behaviorial data within seconds, and Mindbloom’s mobile development, will be key for Welltok moving forward as it builds new relationships with health population managers across the country.
The platform will integrate the use of technology and app development in Welltok’s new partnerships. Most recently Horizon Blue Cross Blue Shield of New Jersey will allow for greater consumer participation in wellness programs. Members will have access to the evolving CaféWell Health Optimization Platform, tools and incentives to set personal health goals, invite friends and family to join, receive recommendations on how to meet personal goals, and connect with health experts and other members with the same long and short term health goals.
“The Horizon Blue Cross Blue Shield of New Jersey is just another example of rolling out the CaféWell platform—and one we are particularly excited about as it will greatly influence other Blue Cross Blue Shield branches to take notice. Horizon is trying to be more than just a health plan, but a partner and leader in the state. CaféWell and Welltok’s newest development allow that to happen,” Snyder said.
Welltok’s biggest challenge as a leader and health optimization platform is not strictly about garnering new partnerships or clients—but rather changing people’s mindsets on what it means to provide health plans to consumers.
“When you’re creating a new category or market, it about changing people’s frameworks. Our health system is very much a ‘sick care’ system and it revolves around hospitals and doctors. In reality, only fifteen percent of people fall into the patients bucket and the rest of the eighty five percent of people fall into the consumer bucket,” Snyder said.
As a company Welltok is faced with the challenge of focusing attention on the eighty five percent of consumers, where there is not only a large market but also considerable long-term impact.
“It’s a shift that the industry is going through and as a leader we need to continue to get our message out, build brand affinity, engage consumers, and develop a good platform for doing so.”