RELEVANCE: Laura is a 46-year-old African-American wife with three kids. She lives in Cincinnati, OH and has excellent benefits through her employer. We know this through enrollment and claims, and it's critical information needed to personalize Laura's healthcare reminders for the preventive tests due for her this year.

RESONANCE: Our personalized health reminders will remind Laura that she's due for a mammogram this year (because she's high risk) – and also a cholesterol test, which she might have forgotten, since she only needs one every five years.

EASE OF USE: Laura takes one look and immediately sees that this health reminder is personalized for her. At a glance, she can see that her mammogram is free, due for her now, and her OB-GYN's phone number is right on the page as a call to action. The dots are all connected.