Health care consumerism continues to grow as members are given more choice and access to health information and service innovations while also bearing more costs. Helping members make the right decisions and follow healthy behaviors benefit both members and the health plan. However, each member has individual motivations, priorities and communication preferences, so a “one size fits all” engagement strategy is not optimal for activating desired member behaviors. The consumer and retail industries have pioneered methods for deeply understanding consumer needs and engaging them in ways that effectively influence their behavior. The health care industry in general, and health plans specifically, can augment their member engagement strategies with these consumer industry techniques to drive healthy behaviors and facilitate member loyalty. This session will explore approaches such as psychographics and personalized digital engagement, and include real-world case studies and results.