Welltok, Inc., the developer of the personalized CaféWell Health Optimization Platform, recently closed out $37 million in funding, bringing aboard two new investors in Hearst Health Ventures and health system Catholic Health Initiatives.

The company received $59 million overall in 2014.

The company says the CafeWell platform organizes the growing spectrum of health and condition management programs, communities, apps, and tracking devices. The platform, accessible via web and mobile, drives engagement by providing personalized guidance and leveraging social, gaming, and cognitive technologies. Its newest application, CafeWell Concierge, is powered by IBM's Watson cognitive computer.

“We are reaching a critical tipping point in the market. Existing solutions are reaching their limitations and a new enterprise-level platform must emerge to address the consumer and bring mass personalization to healthcare,” said Welltok CEO Jeff Margolis. “Our CaféWell Health Optimization Platform makes this possible by providing payers, providers and other population health managers with the ability to guide and incentivize consumers to achieve their optimal health.”

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