January 04, 2013

Cigna (Bloomfield, Conn.) has entered into a five-year strategic alliance with Audax Health (Washington, D.C.), which describes itself as an end-to-end digital health company, to develop a customized digital engagement platform designed to support interaction with millions of customers towards the end of improving their health through fun and engaging health-related activities and information. As part of the agreement, Cigna has committed to a capital investment in Audax Health and deploying the platform to Cigna’s customers, and Mark Boxer, Cigna executive VP and global CIO has joined Audax Health’s board of directors.

Mark Boxer
Mark Boxer, Cigna

Cigna will team with Audax Health to create a digital health experience that seeks to make health-related activities a fun part of everyday life. The Audax Health platform will be a key part of Cigna’s suite of customer health engagement tools, and part of the company’s “Go Digital” strategy, according to Cigna’s Boxer.

[For more on Cigna's consumer-focused digital strategy, see Cigna Rebrands as Individual-Centric.]

“That strategy represents creating a new health care experience for the customer, where the intersection points of gamification, mobile computing, social media and web-based incentives are integrated to drive improved health behaviors and ultimately better health outcomes,” Boxer elaborates. “We are excited to be partnering with Audax to bring to market together these capabilities for our customers.”

The power of Audax Health’s platform is that it converts otherwise onerous tasks into something positive, fun and rewarding through social networking, gamification and analytics, according to Boxer. “Being customer-centric in health care today means meeting customers where they are - with an integrated tool set that creates a differentiated, fun and engaging digital experience, Boxer comments.

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Location-based virtual challenge used by Audax Health illustrating its use of gamification, social challenges and motivation to drive healthy behaviors.

ABOUT THE AUTHOR
Anthony O'Donnell has covered technology in the insurance industry since 2000, when he joined the editorial staff of Insurance & Technology. As an editor and reporter for I&T and the InformationWeek ...