Florida Blue, one of the largest health insurers in the Sunshine State, has tapped Welltok to create a digital health and wellbeing program for its 5 million members.

The program, called "Better You Strides," is based on Welltok's CaféWell offering. Available online or via a mobile app, it uses data analytics to connect members with applications that address their particular health needs, incentivizes them to engage with the service using a gamified point system, and helps members understand what benefits are available through their health plan. 

"Florida Blue has been a leader in wellness programming for years, and now we are enhancing our program with state-of-the-art tools and solutions," Dr. Carmella Sebastian, vice president of medical affairs for Florida Blue, said in a statement. "This has helped us to create personalized experiences for our members that make getting and staying healthy easy and convenient. We expect our improved program to be an important and rewarding wellness resource for our members, and we are excited to tap into Welltok's industry-leading solutions and expertise to advance our program."

The program was already been rolled out, at the beginning of this year, to employer groups and Medicare Advantage plan members.

Denver, Colorado-based Welltok has raised more than $200 million and acquired a number of companies to build out its CaféWell offering. The company has a focus on personalization and consolidation; the goal is to give employees everything they need to manage their wellbeing in a single app.

"Florida Blue recognizes the importance of taking a more personal approach to health and wellbeing, and helping people achieve their optimal health," Rob Scavo, president and chief operating officer at Welltok, said in a statement. "Our data-first approach understands members at an individual level and connects them with the resources to get more actively involved in their health — and get rewarded for doing so." 

Florida Blue, a Blue Cross Blue Shield licensee, serves 5 million health care members in Florida. Along with its affiliates, it serves a total of 16 million individuals in 29 states.

Interestingly, Florida Blue's parent company Guidewell previously partnered with a different member engagement company, Sharecare, announcing their intention to launch an innovation-focused joint venture in July of 2016. Florida Blue was to act as a testbed for new innovations from the joint venture. However, after Sharecare acquired Healthways that same month, Guidewell and Sharecare soon made the mutual decision not to continue with the JV, MobiHealthNews has learned.