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Leveraging Behavioral Economic Principles to Drive Website Engagement

Using applied behavioral science, consumer research, website design and content-management system experience, an award-winning healthcare reform web portal was created.

Increase Website Engagement 


BI WORLDWIDE applied behavioral science, consumer research, website design and content-management system experience to develop an award-winning healthcare reform web portal for one of the nation’s largest health benefits companies.


Develop and launch a website dedicated to healthcare reform for current and prospective health plan members while establishing the client as a credible and primary source of information related to the Affordable Care Act. Ultimately, increase brand awareness, retain existing members, and acquire new qualified customers. 


BI WORLDWIDE (BIW) designed a two-phase approach to activate participation and improve activity within the program among the pilot employee group. Working in collaboration with the customer, BIW first launched a one-month scavenger hunt to increase awareness and knowledge of the program.

Each week, employees received an email driving them to the health and wellness website to find the answer to a question. Employees submitted answers and each correct answer was entered into a sweepstakes drawing. By using probabilistic rewards (a chance to win), the program drove 50% of the pilot program employees to log onto the website and submit a scavenger hunt answer at least once during the program. This was a significant improvement over the baseline of 18% of employees who had logged in prior to the program launch.

BIW then followed up with a five-month team contest encouraging employees and their teams to use the health program, set goals and change their baseline participation status. The winning teams were rewarded with a contribution to a selected charity, along with the pride of winning. Custom communications kept the contest top of mind by updating associates with HTML emails and a team ranking tool to let teams know their status and ranking to push them to keep going. 


The site generated 275,000 unique visitors in the first six months and 52% of visitors visited the site two or more times. eHealthCare Leadership awarded it the “2013 Best Overall Internet Site”.