Drawing from leading advancements in data science and consumer psychology, psychographic profiling supports deep member personalization - based on a person's world views, values, and beliefs. Messaging tailored to people's preferences drives higher enrollment, engagement, and ongoing participation in health management programs, compared to the limited reach of one-size-fits-all risk- and condition-oriented communications.

Across the broader fields of employee benefit programs, wellness, health management, and healthcare, employers, benefits consultants, physicians, and other healthcare stakeholders are continuing to gather more and more insight into employees’ and patients’ preferences and habits and are gaining a better understanding of what works and don’t work to attract and sustain health improvement initiatives. As the “connected” era of the internet also reveals more and more about employees’ purchasing behavior as consumers, healthcare preferences as patients, general informational interests, and the like, “big data” and cognitive research models are now being deployed into the staid realm of healthcare and benefits – in many ways, for the first time.