Consumer engagement is the secret sauce to building brand and driving utilization. Inova’s FitFor50 program is a perfect blend of wellness content and online tools that creates a compelling experience for consumers.
In August 2010, Interval client Inova Health System (Falls Church, VA) launched “FitFor50,” a wellness campaign aimed at engaging consumers in a preventative health program. The campaign features former Washington Redskins great Darrell Green as a passionate spokesperson, and provides a 50-day wellness program through FitFor50.org.
The online experience includes videos and tips from Darrell and Inova physicians, wellness content, and an interactive Wellness Playbook, which allows registered users to log their own wellness goals and update their personal progress. Interval designed the FitFor50.org website and interactive Wellness Playbook tool. One month after launching, the FitFor50 website had more than 26,000 unique visitors, and more than 6,500 people had registered for the Wellness Playbook. This led to more than 1,700 new records in the organization’s CRM system, and 3,541 updated records.
“The FitFor50 site also integrates a number of social media platforms, including blogs, Facebook, Twitter and YouTube,” said Chris Boyer, Senior Director of Digital Communications at Inova Health System. “We’ve made an effort to ensure users of the site can interact with the content in ways they are most comfortable.”
The campaign continued in 2011 with updated programs based on the season, “FitForWinter,” “FitForSummer,” and “FitForFall” (also created by Interval).