Well: Evaluating Consumer Engagement and Incentive Design in Well’s Health Platform

Well calls its platform “Your personalized daily health partner.” The company’s offering combines consumer science and healthcare expertise into insights that translate into daily, personalized nudges to prompt clients toward healthier actions. While some rewards can be earned right away, others take sustained engagement. Habit formation and behavior change are more likely when a combination of short-term, medium-term, and long-term rewards is offered.

Well's Chief Marketing, Data & Analytics Officer notes that modern consumer engagement is a high-touch business, and that the company’s platform emphasizes consumer-centric models that incorporate the science of nudges. As a result, Well boasts enviable customer engagement rates compared to other companies in its industry. HSI researchers will be working with Well and exploring their (de-identified) data to see what questions they can investigate.