Cigna says it will offer those covered by employer health plans a new technology "ecosystem" platform that combines online, mobile, social media, gamification, and web-based incentives to help customers and their families get the most out of the benefits.

The platform, branded Cigna Health Matters, will be available to approximately 14 million consumers, Cigna executives said.

Cigna Health Matters starts with a gamified health assessment that customers engage with as they enroll in their health plan. Cigna's gamified version delivers completion rates of 90 percent compared to typical industry-wide rates of 30 percent, according to the company.

The health assessment, along with other health information such as Body Mass Index, cholesterol, and blood pressure, as well as consumer engagement and preference insights are all used to create the patent pending Health Matters Score, a tool Cigna says is designed to anticipate customer needs and provide the right tool to address those needs. The score continually evolves to reflect changes in the individual’s health status and engagement preferences. The health assessment and score provide the insights to help Cigna coaches and clinicians identify and help people in need.

Cigna has also introduced an Apps & Activities feature: a curated health/wellness/fitness app store that provides opportunities to link the most popular and effective health improvement apps to plan-sponsored incentive programs. Recommended goals and challenges are available to complete by using the apps and devices. Customers can track their progress across all apps used, through a convenient dashboard. And they can even earn rewards for certain activities and achievements, the company says.

“This link is crucial as during the past several years, we’ve learned the importance of connecting health improvement to tangible, immediate, recognition and incentives,” said Eric Herbek, vice president of product development in Cigna's consumer health engagement area. “Our own web-based incentives engine delivers instant gratification once a customer achieves a particular milestone. This engine provides near real-time integrated data among our health coaches, customer service representatives and customers through myCigna.”

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