Rajiv Kumar, M.D.

Founder & Chief Medical Officer

rkumar@shapeup.com

Shawn LaVana

Vice President of Marketing

slavana@shapeup.com

Elise Meyer

Marketing Associate

emeyer@shapeup.com

Today’s webinar hosts

Join the conversation on Twitter

@shapeupdotcom

#wellnessinnovation

Creating a healthier world by leveraging

social influence to engage people in

healthy activities

The mission we’re trying to accomplish

We learn every day from amazing clients

Perfecting our behavior change model

Enrollment &

Activation with Social

Tools

Self-Assessment

& Realistic

Goal-Setting

Healthy Games &

Challenges

Progress Tracking & Milestones

Improved Health &

Social Rewards

Social Marketing Campaign

Coaching

Biometric Devices Readiness to Change

Financial Incentives

1 2 3 4 5

Unhealthy behaviors are contagious

But healthy behaviors are social too!

Harnessing social influence for health

• Create connections

• Competitions & challenges

• Peer-to-peer invitations

• Facilitate conversations

• Public expression

• Peer encouragement

• Status & comparison

Rewards for social behavior

1

2

3

4

5

6

7

8

Social Newsfeed

Social platforms help spread the health

Find Friends

Social Games

Social Stats

Letting employees support each other

Let employees form groups and teams

Team Conversation

Team List

Leveraging peer accountability

Share small, positive actions with friends

Health forums, user groups, expert Q&A

Why is social transformative?

Source: 15th Annual National Business Group on Health/Towers Watson Employer Survey on Purchasing Value in Health Care. (coaching,

weight, and biometric data). Analysis based on an average company size of 7,500 employees with an average workforce age of 43 years, 55%

male population and average industry distribution with no financial incentives offered. Walking program and ShapeUp data based on book-of-

business client experience.

Program Type Avg. Engagement + Incentives

Coaching Programs 6% 22%

Weight Management 8% 8.5%

Walking Program 10% 20%

Biometric Screening 22% 42%

Social Wellness 30%+ 50%+

Games are changing the way we live

Reward Status Achievement Expression Competition Altruism

Points

Levels

Challenges

Virtual Prizes

Leaderboards

Gifts/Charity

Games satisfy core human desires

60% of U.S. employers offer a health competition, with an additional 27% planning to offer them in the next three years. Working Well: A Global Survey of Health Promotion and Workplace Wellness Strategies. Buck Consultants.

Competitions are a powerful social game

Activity and nutrition team challenges

Ready Set Go Step It Up Face Off

1 2 3

Fight The Flu Flex Your Food Balancing Act Fit & Festive

Crowdsourcing peer-to-peer games

Games give people a reason to track

Trend lines

Tracking Calendar Personal Stats

Games facilitate comparison of results

Why is gaming transformative?

0%

5%

10%

15%

20%

25%

30%

35%

40%

Healthy BMI Overweight BMI Obese BMI

Start End

+8.5%

Wing, R et al: A Statewide Intervention Reduces BMI in Adults: Shape Up Rhode Island Results. Obesity 2009

-1.2%

-7.3%

SMS still plays an important role

But smartphones are proliferating

Apps for physical activity measurement

Apps for calorie tracking and sharing

Apps for healthy food logging + sharing

Apps for sleep quality tracking

Workplace apps for promoting exercise

Why are mobile apps transformative?

• “It is always a challenge for us to reach everybody.

We have a diverse workforce with many field sites

or manufacturing sites. That’s why on-site

connection is important.”

• “70% of our employees have access to internet on

a regular basis. For the 30% who don’t have work

access we think they have access at home or at

least a kiosk or lab.”

• “We have a vast majority of employees that don’t

have a computer but do need to lose weight. They

tried to manage reporting by phone but it was not

effective for them.”

Low-tech devices do change behavior

Outcomes-based rewards gaining steam

0

20

40

60

80

100%

2011

No

Yes

2012E

Employers Using Rewards or Penalties

Based on Health Outcomes

Connected devices provide validation

GreenGoose activity monitor card

Jawbone UP wristband

Withings blood pressure monitor

Fitbit Aria wireless weight scale

Basis heart monitor wristwatch

Consumer sites have done this for years

Employee platforms are now doing it too

Activity automatically synced on website

Ways to use them in wellness programs

Employees with a device can link it

for easy tracking

Employees can purchase a device

directly from the manufacturer

Purchase devices for some or all

of your employees employees

Devices can be offered as an

incentive for results in the program

Why wireless devices are transformative

“We can’t look at health in isolation.

It’s not just in the doctor’s office.

It’s got to be where we live, we work,

we play, we pray.”

U.S. Surgeon General Regina Benjamin

LA Times, March 13, 2011

Wellness programs are going global

24/7 multi-lingual phone + email support

Employee Calls with Question

in Spanish

Interpretation of Question and

Context

Knowledge Transfer

Answer Delivered

Employee

Interpreter

ShapeUp Rep

Interpreter

Easy, rapid, multi-lingual translations

Platforms are becoming available in

many languages

New languages can be added easily

All new platform text automatically

exported, rapidly translated, and

imported via an API

US English Latin-American Spanish EU French Korean

UK English EU Spanish Italian Simplified Chinese

CA French German Japanese Traditional Chinese

Why global programs are transformative

• “The big question we’ve been asking with

our wellness program is how do we make it

truly global.”

• “We have a tough time because of the

diversification of multiple cultures. Different

cultures are harder to engage.”

• “We have to think about the geographic

nature of employees; what is culturally

acceptable and what is unique and relevant

for this country.”

Read this article…I’ll send you the link!

Three innovative ways to do incentives

Reward Progress

Reward in Real-Time

Reward Social Actions

• Rewards for measurable improvements

• Puts the focus on the journey and not

just the destination

• Gives all employees a fair chance

Rewarding employees for progress

• Don’t make employees wait

• Smaller amounts now carry

more weight than larger

amounts later

• Increase the impact of your

incentives without increasing

your budget

Rewarding employees in real-time

• “Providing Consumers With

Incentives For Healthy Eating

Habits”

IBM patents real-time food rewards

• Encourage peer-to-peer

recruitment to maximize

participation

• Promote peer support to

facilitate group behavior

change

• Leverage accountability to

keep people honest and

engaged

Rewarding employees for social actions

Why will this be transformative?

0

20

40

60

80

100%

Offer incentives

No

Yes

n=22

Basis ofincentive

Results

Participation

n=16

Averageamount(per yr)

$1,000+

$500-$700

$300-$500

$100-$200

$1-$100

n=13

Format ofincentive

HSAcontribution

Prizes

Discounton

premiums

Cash

n=12

375Averageamount

Average

Incentive

Amount = $375

Traditional telephonic coaching is broken

Can be effective,

but very low

utilization

• “We’ve seen a savings of $869 per person per year for

the 530 people who have been enrolled for 2 years.

Telephonic coaching is difficult, although for people

who are struggling with a certain issue, this type of

support can lead them to the next level.”

Some are

unclear if it is

useful

• “How effective is coaching itself? Given the small

number of participants, we pay a lot for it.”

Others are sure

that it is not

• “We pulled the plug on telephonic health coaching—

only a small percent respond. It’s not a very motivating

model.”

Online coaching solves key problems

Asynchronous messaging is convenient

Peer coaching offers great promise

• “Peer coaching appears to have

merit as a viable, low-cost

intervention with the potential of

helping individuals with diabetes

who need to change their behavior.”

• “The addition of online coaching

from a peer significantly increased

engagement and retention in the

program.”

1. Peer Coaching: An Intervention for Individuals Struggling With Diabetes, Joseph, D. The Diabetes

Educator. Sep/Oct 2001

2. An Online Recovery Plan Program: Can Peer Coaching Increase Participation? Simon, G. Psychiatric

Services, Vol 62 No 6, June 2011.

Why online coaching is transformative

Actual Data from a 40,000 Employee Company

# Engaged

300

# Engaged

1,871

Online Coaching Telephonic Coaching

This approach drove a 524% increase in coaching engagement

• Connections

• Degrees

• Centrality

• Convincing

Using networks to target employees

Senior Vice President Mares

Drilling McWatters

Production Milavec

Exploration Avery

Dhillon Crossley Ramirez Hopper Hussan

Smith

Keller

Angelo

Klimchuck

Mitchell

Schultz

Zaheer

Myers Sutherland

Cordoza

Waring

What does your network really look like?

Mitchell

Milavec Hopper

Waring

Hussan

Zaheer

Crossley

Keller

Dhillon

Smith

Schultz

Angelo

Klimchuck Sutherland

McWatters

Mares

Avery

Myers

Ramirez

Cordoza

‘Kevin Bacons’: central individuals with a short path to

anyone else

‘Steve McQueens’ = peripheral non-participants

Target interventions based on the data

Why network analysis is transformative