PERSONALIZATION IS MORE than just a first name in a big font. For us, it's using behavioral science learnings to fit to the cognitive framework of unique individuals. And it's seeing what those individuals do - how they react to our messaging and what subsequent healthcare purchases they make - that helps us refine our products to get better and better over time.

Here's one example of behavioral economics that really makes a difference. A communication containing a detailed write-in box with spots for date and time helps more people make a concrete plan to go to their company flu shot clinic. And it works - they follow through on it in higher numbers. Our personalized messaging revealed this in 2010.

But it's not just broad, population-level learnings that we're interested in. We take it a huge step further by analyzing which messaging elements each individual responds to best. As we learn from our one-to-one response analysis, we create "campaigns of one" (versus traditional messaging campaigns) that reflect the individual's preferences.

The right message. The right person...