What innovative features could Highmark add to its wellness programs to increase member engagement and participation?

Introduction

Highmark's wellness programs are ripe for innovation to boost member engagement and participation. As we explore potential features, we'll focus on understanding our users, identifying pain points, and developing solutions that align with both member needs and Highmark's strategic goals. Let's dive into this product improvement challenge with a structured approach.

Step 1

Clarifying Questions (5 mins)

• Looking at the product context, I'm thinking Highmark's wellness programs might be facing engagement challenges due to evolving user expectations. Could you share more about the current engagement metrics and where they fall short of our goals?

Why it matters: Helps identify specific areas for improvement and sets benchmarks for success. Expected answer: Engagement rates are around 30%, but we're aiming for 50%+. Impact on approach: Would focus on features that drive frequent, meaningful interactions.

• Considering user behavior, I'm curious about the current touchpoints in our wellness programs. Can you describe the primary ways members interact with our wellness offerings now?

Why it matters: Identifies potential gaps or friction points in the user journey. Expected answer: Members mainly interact through a mobile app and occasional email reminders. Impact on approach: Might explore integrating wellness features into daily digital touchpoints.

• Regarding product lifecycle, where do our wellness programs stand in terms of maturity and market penetration?

Why it matters: Determines if we should focus on acquisition or retention strategies. Expected answer: Programs are established but facing increased competition. Impact on approach: Would emphasize differentiation and value-added features to retain and attract members.

• Thinking about company alignment, how do our wellness programs tie into Highmark's broader health insurance offerings and strategic objectives?

Why it matters: Ensures new features align with overall company direction. Expected answer: Wellness programs are seen as a key differentiator and cost-reduction tool. Impact on approach: Would prioritize features that demonstrate clear health outcomes and cost savings.