incentaHEALTH says they are using this insight to set the direction for new communication tools that have been added to its program over the past two years. They've employed a 'push' model of delivering wellness information and coaching, which they say makes it easier for employee participants to get the most out of their wellness program.

"Based on the patterns we're seeing from the survey results over these past two years, we have added features like "Brag to Facebook" that let our customers share the details of their wellness progress to their closest friends," says Todd McGuire, co-founder and chief technology officer of incentaHEALTH. "We weren't sure if people would really want to reveal things like their amount of weight loss and before and after photos, but they do. Anything that creates some social accountability is going to help people stay on track."

"Wellness programs need to reflect the modern day communication styles of the participants," McGuire says. "Since one of the key principles of wellness is behavior change, it's apparent that the social nature of products like Facebook can be harnessed to help people become more engaged in their wellness programs, and more successful as they try to improve their health."