PinnacleHealth Creates Three Paths to Consumer Engagement

by Mark S. Gothberg

“People always talk about how great Amazon.com is and how all websites should be like it. But a healthcare site shouldn’t be like Amazon, where a consumer buys a book and then browses the site for other things of interest to buy. People have very specific interests in healthcare, and a website should focus squarely on those interests,” says Amir Kishon, PhD, CEO of Wellness Layers in East Rockaway, NY.

But providing dynamic, personalized health content is only one part of the equation in a successful and engag­ing site, stresses Kishon. “There are tried-and-true approaches. AA and Weight Watchers are two of the most successful engagement and behavior management programs. Everyone has a personal plan, the group supports each individual to adhere to the plan, and there is edu­cational content available, which changes over time, to further sup­port the individual and group.” The secret formula, he adds, is what his company calls the three layers of engagement.

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