US20160357931A1

US20160357931A1 - Computerized health behavior reward system and method

Info

Publication number: US20160357931A1
Application number: US14/271,006
Authority: US
Inventors: David Bartley; Jeremy Watson; Kirk McIver
Original assignee: Humana Inc
Current assignee: Humana Inc
Priority date: 2009-04-01
Filing date: 2014-05-06
Publication date: 2016-12-08
Also published as: US8719056B1

Abstract

A computerized health behavior reward system and method is disclosed. Engagement of rewards program members is based on rewards for participation in a variety of health activities. Health activities are recommended to members based on demographic and health profile information and include general health activities such as participation in fitness programs as well as disease management and clinical programs, educational campaigns, online, interactive, and social networking activities, and community based activities. Each activity may relate to a particular participation event so that members are rewarded for enrolling in a program as well as for ongoing participation. Members earn points for each health activity in which they participate. The points are accumulated in a rewards account accessible from a web site portal and can be redeemed. The computerized system and method provides flexibility to allow a reward program sponsor to respond to different needs of the rewards program population at the consumer level.

Description

CROSS-REFERENCES TO RELATED APPLICATIONS

This application is a continuation of U.S. patent application Ser. No. 12/752,765, filed Apr. 1, 2010, now U.S. Pat. No. 8,719,056, issued May 6, 2014, titled SYSTEM AND METHOD FOR USING REWARDS TO ENCOURAGE HEALTHY BEHAVIOR and is a non-provisional patent application claiming the priority benefit of U.S. Provisional Patent Application Ser. No. 61/165,649, filed Apr. 1, 2009, titled SYSTEM AND METHOD FOR USING REWARDS TO ENCOURAGE HEALTHY BEHAVIOR, both of which are incorporated herein by reference in their entirety.

FIELD OF THE INVENTION

The present invention relates generally to computerized reward program systems and methods. In particular, the disclosed embodiment is a computerized health behavior reward system and method for offering and tracking rewards for a member population to encourage healthy behaviors.

BACKGROUND OF THE INVENTION

Preventable illnesses and accidents constitute a large percentage of US healthcare costs. Although many illnesses and accidents are preventable, most available healthcare dollars are spent on illnesses and restoration while only a very small percentage of healthcare dollars are devoted to prevention. One way to substantially reduce healthcare costs in the US is to prevent illnesses and accidents from occurring. Because preventive efforts can have a substantial impact on healthcare costs, many companies that cover the healthcare costs of individuals and groups of individuals have introduced “wellness incentives” to their covered members, employees, etc.
Preventive efforts that many companies have adopted include having individuals complete health risk assessments and participate in health management programs for various illnesses and diseases. Wellness incentives are tied to the preventive efforts, and individuals are rewarded when they complete or participate in a specified activity. Point values may be assigned to various activities and awarded to individuals when they complete or participate in the activities. Points may then be redeemed for items such as sporting goods, electronics, house wares, etc. or discounts or gift certificates to national or specialty retailers. The array of reward options available to individuals may be significant to increase the likelihood that each individual finds an item that he or she likes and for which he or she is willing to work.
Although many companies have adopted wellness incentive or reward programs to reward individuals for participation in various healthy activities, typically the various health activities are not appropriate for all individuals. Each covered member may have specific health needs based on sex, age, and known health conditions (e.g., diagnosed illnesses or diseases, chronic conditions, etc.) Certain disease management programs may be appropriate for some members while informational or exercise programs may be appropriate for other members. It is important for individuals to be directed to the program or programs that meet their needs. Members are more likely to participate in programs that meet their needs and that are beneficial to them and therefore, increase the likelihood that they will receive a reward.
Health reward systems and methods today typically rely on individuals to select and enroll in programs of their own choosing. Individuals may be provided with information about various health programs and encouraged to participate in specific programs based on their known health conditions. For a variety of reasons, however, they may choose not to participate. Some individuals may not see a need to participate in the programs. Other individuals may not understand the health benefits of the programs. For some individuals, the availability of a health benefit may simply not be enough to encourage them to participate, even if the program is appropriate. Finally, when presented with so many different programs and options, they may not understand which programs actually meet their needs and therefore, simply choose not to participate at all.
There is a need for a computerized health behavior reward system and method that allows individuals to learn about and earn rewards for participating in various health programs. There is a need for a computerized health behavior reward system and method that matches individuals to appropriate health programs, offers them opportunities to enroll and participate, and rewards them for enrolling and participating. There is a need for a computerized health behavior reward system and method that uses various criteria to segment a member population into various groups according to their needs and to offer activity rewards based on groups. There is a need for a computerized health behavior reward system and method that records data related to enrollment and participation activities for various health programs and that evaluates the program participation data to determine whether additional programs may be appropriate for an individual. There is a need for a computerized health behavior reward system and method that encourages individuals to become engaged in their own health by rewarding them for participation in a variety of health programs.

SUMMARY OF THE INVENTION

A computerized health behavior reward system and method is disclosed. In an example embodiment, a reward program supported by the computerized system and method uses a phased approach to familiarize participants with health activities and then rewards them for participating in the activities. Each reward provides encouragement to an individual as the individual takes action toward improving his or her health. The reward program may be sponsored by a party that determines what health activities may be offered as well as the rewards associated with the activities. The sponsor may be an insurance company that provides insurance services to individual customers or a customer of an insurance company that provides insurance to a group of individuals (e.g., an employer).
In an example embodiment, engagement of individuals is based on rewards for participation in general health programs as well as specialized health programs. Two or more program categories are defined and within each category, specific activities are defined. A single health program may be subdivided into activities or events with related participation points for each activity (e.g., enrollment, renewal, 1-month participation, completion of a goal, etc.) Reward points are associated with each activity within a program.
Members of an insured or other population may be eligible for general health as well as specialized health activities. Specialized health activities are suggested to individuals based on demographic or profile information or based on an analysis of their specific health conditions. Members are rewarded for participating in the activities. Members that have not started participating in a program that is appropriate for them may be rewarded for completing an enrollment activity related to the program. Members may also be rewarded for completing a goal activity related to a program. In addition, ongoing participation may be rewarded. The incorporation of specialized health activities into the reward program results in engagement of individuals based on their specific needs. Individuals earn points for each health activity in which they participate and are then provided with opportunities to redeem the points.
The computerized system and method allows individuals to have a more personalized experience the more engaged they become in the reward program. Members may be rewarded initially for completing a health assessment and then receive further health activity recommendations based on their answers and assessment data. Rewards are offered to encourage the member to enroll in the programs, to continue participation in the programs, and to reach goals related to the programs. The computerized system and method may further suggest types of rewards based on the individual's lifestyle, current exercise routines, health conditions, age, gender, and location. Rewards may also be provided for a variety of events such as birthdays, anniversaries, holidays, and even for working out.
The computerized health behavior reward system and method provides flexibility to allow a reward program sponsor to respond to different needs of an insured population at the consumer level. The reward program may include general health activities as well as specialized health activities so all members of the insured population may be engaged in their health. A variety of activities result in rewards for the individual so that the more a member participates in the activities, the greater the reward.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a block diagram of the primary components of a reward program according to an example embodiment.

FIG. 2 is a block diagram of a reward program design according to an example embodiment.

FIG. 3 is a flowchart of a segmentation process for reward opportunities according to an example embodiment.

FIG. 4 is a flowchart of a selection process according to an example embodiment

FIG. 5 is a screen shot of a reward account portal for an example embodiment.

FIG. 6 is a diagram illustrating reward program account data according to an example embodiment.

FIG. 7 is a sample rewards program sponsor summary statement according to an example embodiment.

FIG. 8 is a block diagram of computer components according to an example embodiment.

DETAILED DESCRIPTION OF EXAMPLE EMBODIMENT(S)

Referring to FIG. 1, a block diagram of the primary components of a computerized reward program according to an example embodiment is shown. Members of a reward program accumulate points for participating in various health related activities 100 such as completing a health risk assessment, enrolling and participating in a disease management program, or participating in a health coaching program (telephonic or online). Information regarding the activities they complete 102 is stored in a rewards account 104. The points that each member earns for each activity may be redeemed for rewards such as merchandise or discounts 106.
Referring to FIG. 2, a block diagram of a reward program design according to an example embodiment is shown. In an example embodiment, various health activities are promoted throughout the calendar year 200. Initially, members of an insured or other population opt-in to the reward program 202. Part of the opt-in procedure may involve the members agreeing to receive communications about the program electronically. Completing the opt-in procedure may result in a first reward for the member and agreeing to receive communications electronically may result in a second reward. Members may be asked to complete a health assessment 204 which is also eligible for a reward. In the health assessment, a member provides identifying and demographic information and answers questions about various health factors. For example, the member may be asked to provide height and weight information as well as information about alcohol and tobacco use, known heart, blood, or other conditions, prior illnesses or accidents, etc. The health assessment data is stored in a database and may be used to identify health activities relevant to the member's health factors and conditions.
Another activity in which a member may be invited to participate is a biometric screening 206. The biometric screening may include requesting health status information 214 such as a member's height and weight, a blood pressure reading, cholesterol and glucose levels, etc. Other health activities include health counseling and coaching through online and/or telephonic systems 216. Participation in the screening and coaching activities may be rewarded.
Certain activities may be categorized as “general engagement activities,” “general health activities,” or “everyday earning” 208 activities. Such activities may be used to engage the entire member population. These activities are typically more preventive in nature and may or may not have an immediate and direct impact on health. The goal with these activities is to get members engaged in their own health and health education. As such, the immediate impact on health insurance claims may be lower, but they provide a greater long-term opportunity for the sponsor of the reward program to get its members involved in their health and the reward program.
A specific number of reward points may be assigned to each activity in the general health category and may include activities such as health club visits. A member may be rewarded for every health club visit he or she makes during a calendar year. To receive rewards, members may register with a health club in the sponsor's network and indicate that they are part of the reward program. Members may then be rewarded monthly based on the number of visits they make in a month. For example, a member that visits the club eight times a month may be awarded 500 bonus points. Twelve visits in a month may result in an award of 1,000 bonus points.
Other activities may be categorized as “specialized engagement activities,” “specialized health activities,” or “core health activities” 210. Certain members within the member population may have specific needs related to their health conditions. Some members may require an activity as simple as an annual checkup while other members have a need for an activity that is part of a program for managing a specific disease. Rather than broadcasting these activities to the entire member population, the computerized system and method targets members that may have a need for such health activities. Furthermore, members are offered rewards at the time they are engaged in making the decision regarding the activity to increase the likelihood that they will enroll in the program and continue to participate. By introducing a reward opportunity at the time of decision making, the reward program more effectively influences changes in the behavior of the member population.
In another aspect of the claimed invention, the reward program comprises campaigns throughout the calendar year 212. In an example embodiment, campaigns are introduced quarterly. A first campaign may involve electronic communications regarding various general health activities while another campaign involves introducing web tools or education modules at a web site. Another example campaign may involve completing an insights survey to obtain feedback from members. The feedback may be used to improve existing activities and programs, to determine whether there is a need for additional activities or programs, to revise the rewards offered for various activities or programs, or to determine whether a particular member has additional needs that could be met through one or more activities or programs. Participation in each campaign allows an individual to accumulate additional rewards. Participation may include reviewing information, completing questionnaires, etc.
Whether new campaigns or identification of specific health needs, each member is presented with a list of activities that he or she can complete to receive rewards. This list is dynamic according to the member's needs and is generated by the computerized system and method using data from various information sources. For example, females over age 40 are presented with a reward opportunity for a mammogram. Females that are pregnant may be presented with a reward opportunity for enrolling and participating in a pre-natal program. All members over age 50 may be presented with a reward opportunity for completing a colon cancer screening. Referring to Table 1, a list of sample activity categories and sample activities within each category is provided. Each activity may have an associated reward point value. A program may have multiple activities associated with it such that a member is rewarded for enrolling in the program and then completing additional participation events for the program (e.g., visiting a doctor, attending meetings).

TABLE 1

Categories and Activities

Category	Activity	Points

Clinical	Asthma Disease Management Enrollment	1,000
Clinical	Congestive Heart Failure Disease	1,000
	Management Enrollment
Clinical	Diabetes Disease Management	1,000
	Enrollment
Clinical	Coronary Artery Disease Management	1,000
	Enrollment
Clinical	Chronic Kidney Disease Management	1,000
	Enrollment
Clinical	Asthma Disease Management Engagement	1,500
Clinical	Congestive Heart Failure Disease	1,500
	Management Engagement
Clinical	Diabetes Disease Management	1,500
	Engagement
Clinical	Coronary Artery Disease Management	1,500
	Engagement
Clinical	Chronic Kidney Disease Management	1,500
	Engagement
Clinical	Healthcare for Expectant Mothers	1,000
	Enrollment
Clinical	Personal Nurse Enrollment	1,000
Clinical	Personal Nurse Engagement	1,500
Fitness	8 Health Club Visits	500
Fitness	12 Health Club Visits	1,000
Fitness	Self-Reported Health Activities	200
Fitness	Walking Trails	400
Fitness	Device with Uploaded Data	500
Fitness	Challenges - group	1,000
Fitness	Challenges - individual	1,000
Fitness	Run, Walk, Wheelchair a Race	1,000
Fitness	Bicycle Usage	1,000
Health	Biometric Screening	1,000
Health	Biometric Results - Cholesterol Ideal	1,000
Health	Biometric Results - BMI Ideal	1,000
Health	Biometric Results - Blood Pressure Ideal	1,000
Health	Biometric Results - Tobacco Free	1,000
Health	Mammogram	1,500
Health	Pap Smear	1,500
Health	Colonoscopy	1,500
Health	Smoking Cessation Program Online	1,500
Health	Weight Management Program Online	1,500
Health	Back Care Program Online	1,500
Health	Stress Management Program Online	1,000
Health	Nutrition Program Online	1,000
Health	Smoking Cessation Program by Telephone	1,500
Health	Weight Management Program by	1,500
	Telephone
Health	Back Care Program by Telephone	1,500
Health	Stress Management Program by Telephone	1,000
Health	Nutrition Program by Telephone	1,000
Health	BMI Calculator	500
Health	Stay Smart Stay Healthy Videos	500
	(reward for each)
Health	Walk-in Clinic Visits	500
Health	Sleep Program	1,000
Health	New Baby and Pre-natal	1,000
Health	Child Immunizations	1,000
Health	Learning first aid, CPR etc.	500
Health	Meal Plans - Set, Track & Complete	500
Lifestyle	Fitness Tips (tip of the day)	500
Lifestyle	Nutrition Tips (tip of the day)	500
Lifestyle	Healthy Recipes		500
Lifestyle	Farmers Markets - Find	500
Lifestyle	Calorie Counter and Other Calculators	500
Lifestyle	Food Calorie Content - Restaurants etc.	500
Lifestyle	Other Lifestyle items	500
Lifestyle	Brain Games	500
Lifestyle	Activity Games	500
Lifestyle	Reward Taking Bus, Car-pooling, Biking,	500
	Walking
Lifestyle	Behavioral Change Offerings	500
Lifestyle	Employee Incentives	500
Overall	Suggestions/Website Feedback	500
Overall	Monthly Newsletter	500
Overall	Surveys	500
Overall	Contributions to Health Savings Account	500
Overall	Access Card Activation (health savings	500
	account, personal care account, and
	healthcare flexible spending account
Overall	Participation in Activities at Guidance	500
	Centers
Social Media	Social Networking on Health Topics	500
Social Media	Health Blog/Message Board Participation	500
Partnerships	Four Square Deal - reward for activity	500
Partnerships	Health Device Use (pedometer, GPS	1,000
	fitness tracking)
Partnerships	Health Mobile Applications	500
Partnerships	Partner Health Services	500
Partnerships	Health Tracking and Comparison Services	500
Partnerships	Health Books and Materials	500
Partnerships	Health Website Visits	500
Partnerships	Recycling/Environmental Activities	500
Partnerships	Point of sale Discounts from Healthy	500
	Merchants
Partnerships	Charitable Activities	500
Partnerships	Career Well-being Activities	500
Profile Information	Reward Program Enrollment	1,000
Profile Information	Reward program Enrollment Bonus within	1,500
	120 days
Profile Information	Health Assessment	2,000
Profile Information	Health Assessment Bonus within 120 days	2,500
Profile Information	Health Alerts	500
Profile Information	Birthday Bonus	500
Profile Information	Renewal Bonus	500
Profile Information	Multiple Insurance Products (dental,	500
	vision, etc)
Transparency Tools	Electronic Explanation of Benefits Option	500
Transparency Tools	Electronic Statement Option	500
Transparency Tools	Electronic Notification of Other Insurance	500
	Option
Transparency Tools	Electronic Maximize Your Pharmacy	500
	Benefits Option
Transparency Tools	Drug Pricing Details Tool	500
Transparency Tools	Pharmacy Locator Tool	500
Transparency Tools	Health Record Accessed	500
Transparency Tools	Prescription Calculator	500
Transparency Tools	Find a Doctor Service	500
Transparency Tools	Compare Hospitals Tool	500
Transparency Tools	Compare Doctors Tool	500
Transparency Tools	Insights Survey	500
Transparency Tools	Generic Prescriptions	1,000

As indicated in the activity list, points may be awarded for different participation activities or events within a program. For example, points may be awarded for enrolling in a program and then for ongoing participation in a program. Points may also be awarded for renewing enrollment in a program. Additional incentives may be awarded for enrolling within a specified time period (e.g., 120 days). The offering of rewards in connection with a variety of activities for one or more program allows individuals to be rewarded frequently. The use of frequent rewards allows individuals to become engaged in their own health very quickly and to continue that engagement.
The types of health-related activities that may be rewarded are numerous so that all members of the reward program are provided with an opportunity to receive rewards for their participation. The variety of opportunities allows each member to be engaged in a way that is individually meaningful and relevant. Many of the activities involve wellness and preventive care activities so that members are engaged in their health and the reward program even when they are not sick. As members become familiar with and active in the reward program while they are well, they are more likely to remain involved if they become ill. They further continue the engagement in their own health.
Referring to FIG. 3, a flowchart of a segmentation process for reward opportunities according to an example embodiment is shown. The segmentation process results in the identification of members for activities that are targeted to their specific needs. Member registration information 300 as well as member questionnaire data 302 is received at a computer server where the segmentation process executes. Reward accounts for each member may be established at a database. The member registration and member questionnaire data may be stored in a separate reward account for each member.
Data from various computerized systems and databases is aggregated at a rewards server to identify activities that are relevant for various segments of the member population 304. For example, each clinical program included in the reward program may have eligibility criteria for participation in the program. The eligibility criteria may relate to specific demographic data and health conditions (e.g., over 45, elevated blood pressure, etc.) as well as whether the program is covered under an insurance plan. Various computerized processes executing at other servers may be employed to collect the eligibility criteria and identify the members from the population eligible for the various programs. The rewards server uses this information from various other servers to apply to rewards participants. The rewards server executes a process to “flag” or identify participants as eligible for certain activities and then track the participants' progress in engaging in and completing those activities. Individuals that do not have a need to participate in disease management or clinical programs may still be provided with opportunities to participate in general health activities such as health club visits or other fitness activities.
The segmentation process receives identifying data for individuals that have been identified as eligible for the programs but have not yet enrolled or engaged in the programs. Information about members that are eligible but not yet enrolled or engaged provides a reward opportunity. In addition, member responses to the questionnaire may be considered in the activity recommendations 304. Certain answers or information from the questionnaire may serve as indicators for the types of activities that are most likely to be of interest to the member and therefore, determine the applicable segment.
Each group of segmented members may be informed about a specific activity and further, offered a reward for enrolling or engaging the program at the time the activity is presented 306. Members that may not be motivated solely by the health benefits of the activity may be motivated by the associated reward and decide to enroll or engage in the program at the time the offer is presented. Table 2 provides a list of example segments and programs.

TABLE 2

Example Member Segments and Programs

Member Segment	Program

Members that need help and support in caring	Caregivers Program 308
for others
Members that understand how to manage their	Active Management
health and actively do so	Program 310
Members identified with high risk conditions	Self-care, Preventive 312
Members that require help managing a specific	Clinical Program 314
health condition

The process for enrolling or engaging in programs varies depending upon the program. Some programs may have online enrollment or registration procedures. Members may access a reward account portal and make their selections of enrollment or engagement activities through the portal. For example, members that would like to participate in health club programs may register with a health club in the sponsor's network and indicate that they are part of the reward program. For other activities, members maybe contacted by a representative that is informed of the member's eligibility. For example, members in need of care management for a specific condition may be contacted by a nurse who informs the member of the available service. If the member agrees to participate at the time he or she is contacted, the nurse may complete the computerized enrollment process for the member. The member's reward account may then be updated so that the member receives the enrollment activity reward. The service may be a disease management program or a personal nurse program.
Referring to FIG. 4, a flowchart of a selection process according to an example embodiment is shown. The selection process may be used to match members with various programs. Health claims data 400 as well as other personal data (e.g., questionnaires) is analyzed to determine which programs are appropriate for a member. Selection criteria for the programs are applied to the member claim data for the various programs 402. In an example embodiment, the output for the selection process is a list of members that meet the selection criteria for a program 404.
Various items within the claim data such as a specific diagnosis (e.g., asthma, diabetes, kidney problem, or congestive heart failure) or event (e.g., pre-natal checkup) is matched with program selection criteria to identify an appropriate program 406. Activities associated with the programs may then be presented to the members based on their program matches. For example, members that have not yet enrolled in a program may be presented with an enrollment activity. If the member agrees to the enrollment activity, the member's reward account is updated to reflect the member's selection of the enrollment activity and award of the points associated with the activity. Member responses to activities may be tracked to determine a member's level of participation in a particular program.
Referring to FIG. 5, a screen shot of a reward account portal for an example embodiment is shown. Members that enroll in the reward program may view details regarding their reward account 500 by accessing it through a web site. Each activity in which the member participates may be listed as well as the participation date and associated reward. Members may view information about the reward opportunities 502 that have been selected for them as well as redeeming their reward points 504. Various aspects of the reward program may be supported by the computerized system and method including member account management. Reward account data may be reviewed and analyzed periodically by the reward program administrator to determine participation levels, identify new activities and rewards, identify possible enhancements to the program, etc.
Referring to FIG. 6, a diagram illustrating reward program account data according to an example embodiment is shown. Each member of the member population is presented with different reward opportunities and for a variety of reasons, selects different opportunities. As a result, the reward program is different for every member. For example, a first member 600 may accumulate points for participation in preventive care activities and in campaigns. A second member 602 may accumulate points for participation in preventive care activities and campaigns as well as telephonic health coaching activities. A third member 604 may accumulate points for participation in telephonic health coaching activities as well as disease management activities. All three members may receive points for opting in to the reward program (1,000 points) and completing a health assessment (2,000 points). The activities are targeted toward members according to their needs and results in a different user experience for each member.
Referring to FIG. 7, a sample rewards program sponsor summary statement according to an example embodiment is shown. The summary statement identifies various activities related to the rewards program and related participation data. The summary statement provides feedback to the sponsor and may assist the sponsor in modifying and improving the rewards program.
Referring to FIG. 8, a block diagram of computer components according to an example embodiment is shown. Members of the reward program may access the reward program server 802 using their personal computers 800 or other computing devices. Depending upon the size of the rewards program, multiple servers may be used to service the member base. Member rewards account data as well as data related to reward program may be stored at one or more databases 804 accessible to the server 802 or servers.
The computerized system and method of the present invention allows an insurance company or sponsor to engage members in their health by rewarding a variety of healthy activities. Because wellness and preventive care activities as well as activities for clinical and disease management programs are incorporated into the reward program, all members are provided with opportunities to become engaged. When the member is contacted about the program, he or she is also informed of the participation incentive. The incentives for activities are offered at the time decisions are made to encourage behavior change.
Having shown and described a preferred embodiment of the present invention, those skilled in the art will realize that many variations and modifications may be made to the described invention and still be within the scope of the claimed invention. Thus many of the elements indicated above may be altered or replaced by different elements which will provide the same or substantially the same result and fall within the spirit of the claimed invention. The types and nature of the activities that are offered may be changed and fall within the spirit of the claimed invention. The programs and activities that are offered as well as the segmentation process may be varied to meet the needs of the sponsor and its member population and fall within the spirit of the claimed invention. Therefore, as can be understood from a review of the foregoing description and accompanying drawing figures, the computerized system and method supports a reward program to encourage healthy behavior. Consequently, while certain exemplary embodiments of the present invention are described in detail above, the scope of the invention is not to be considered limited by such disclosure, and modifications are possible without departing from the spirit of the invention as evidenced by the following claims:

Claims

1. A computerized method for rewarding health behaviors comprising:

(a) storing in a computer health activity data comprising for each of a plurality of health activities:

(1) identifying data for said health activity; and

(2) participation criteria for said health activity;

(b) receiving from a plurality of members of a member population response data to an opt-in request for a rewards program, said response data comprising:

(1) an agreement to participate in said rewards program; and

(2) an agreement to receive communications related to said rewards program;

(c) executing at said computer a segmentation process which defines a segment of members from said plurality of members to target and which requests participation in at least one of said health activities, said segment comprising members identified according to:

(1) member health claim data; and

(2) participation criteria for said least one of said health activities;

(d) receiving at said computer a communication to be transmitted to each member in said segment said communication comprising:

(1) an offer to participate in said at least one of said health activities; and

(2) a reward for participating in said at least one of said health activities;

(e) using member identifying data for each member, transmitting said communication to each member in said segment;

(f) receiving at said computer responses from members of said segment accepting said offer in said communication to participate in said least one of said health activities;

(g) updating at said computer a reward account for each member in said segment accepting said offer to participate in said at least one of said health activities with said reward for said at least one of said health activities; and

(h) providing a web site reward account portal configured with interface elements which enable each member in said segment to access said reward account and view details of said reward.

2. The computerized method of claim 1 wherein said plurality of health activities are selected from the group consisting of:

(1) general health activities appropriate for all members; and

(2) specialized health activities for members with specified health conditions.

3. The computerized method of claim 1 wherein said plurality of health activities comprise an educational campaign informing members about a health condition.

4. The computerized method of claim 1 wherein said plurality of health activities comprise a health-related tool at said web site.

5. The computerized method of claim 1 wherein said plurality of health activities comprise a health risk assessment.

6. The computerized method of claim 1 wherein receiving at said computer responses from said members in said segment comprises receiving responses through said reward account portal for said members.

7. The computerized method of claim 1 wherein receiving at said computer responses from said members in said segment comprises receiving at least one response through a computerized enrollment process completed for the member by a third party.

8. The computerized method of claim 1 wherein said plurality of health activities comprise clinical health activities, fitness health activities, lifestyle health activities, social media health activities, partnership health activities, profile health activities, and transparency tool activities.

9. The computerized method of claim 1 wherein said plurality of health activities are selected from the group consisting of:

enrollment activities; and

engagement activities.

10. The computerized health behavior reward system comprising:

(a) a database storing

(1) health activity data for a plurality of health activities comprising for each health activity:

(A) identifying data for said health activity; and

(B) participation criteria for said health activity;

(2) reward accounts for members of a rewards program;

(b) a computer in communication with said database executing instructions to:

(1) execute a segmentation process to define a segmented group of members from a member population to target and to request participation in at least one of said health activities, said segmented group comprising members identified according to:

(A) member health claim data; and

(B) participation criteria for said least one of said health activities;

(2) receive for transmission to each member in said segmented group a communication comprising:

(A) an offer to participate in said at least one of said health activities; and

(B) a reward for participating in said at least one of said health activities;

(3) use member identifying data for each member to transmit said communication to each member in said segmented group;

(4) receive responses from said members in said segmented group accepting said offer to participate in said at least one of said health activities;

(5) update said reward accounts in said database for members in said segmented group accepting said offer to participate in said at least one of said health activities with said reward; and

(6) provide a web site reward account portal configured with interface elements which enable each member of said segmented group to access said reward account and view details of said offer to participate.

11. The computerized system of claim 10 wherein said plurality of health activities are selected from the group consisting of:

(1) general health activities appropriate for all members; and

(2) specialized health activities for members with specified health conditions.

12. The computerized system of claim 10 wherein said plurality of health activities comprise an educational campaign informing members about a health condition.

13. The computerized system of claim 10 wherein said plurality of health activities comprise a health-related tool at said web site.

14. The computerized system of claim 10 wherein said plurality of health activities comprise a health risk assessment.

15. The computerized system of claim 10 wherein said instruction to receive at said computer responses from said members in said segmented group comprises receiving responses through said reward account portal for said members.

16. The computerized system of claim 10 wherein said instruction to receive at said computer responses from said members in said segmented group comprises receiving at least one response through a computerized enrollment process completed for the member by a third party.

17. The computerized system of claim 10 wherein said plurality of health activities comprise clinical health activities, fitness health activities, lifestyle health activities, social media health activities, partnership health activities, profile health activities, and transparency tool activities.

18. The computerized system of claim 10 wherein said plurality of health activities are selected from the group consisting of:

enrollment activities; and

engagement activities.

19. The computerized method for rewarding health behaviors comprising:

(1) identifying data for said health activity;

(2) participation criteria for said health activity;

(b) executing at said computer a segmentation process to define a segment of members from a member population to target for participation in at least one of said health activities, said segment comprising members identified according to:

(1) member health claim data; and

(2) participation criteria for said at least one of said health activities;

(c) generating at said computer an offer to participate in said at least one of said health activities, said offer comprising a participation reward;

(d) using member identifying data for each member, transmitting to each member in said segment said offer to participate;

(e) receiving at said computer responses from members in said segment accepting said offer to participate in said at least one of said health activities;

(f) updating at said computer a reward account for each member in said segment accepting said offer to participate in said at least one of said health activities with said participation reward for said at least one of said health activities; and

(g) providing a web site reward account portal configured with interface elements which enable each member of said segment to access said reward account and view details of said participation reward.

20. The computerized method of claim 19 wherein said plurality of health activities are selected from the group consisting of:

enrollment activities; and

engagement activities.